Make your commute count: marketing must-reads
Editorial

Make your commute count: marketing must-reads

With the new academic year well and truly underway, shelves are stacked with books tipped to be next must-read for marketers. Cut through the noise with a definitive list from CIM on the books that you should pick up for your commute, that will truly add value to your marketing role 

The Upstarts: Uber, Airbnb and the Battle for the New Silicon Valley

This fascinating business read gives a unique insight into how start-ups Uber and Airbnb grew in a fast-paced world of technology and e-commerce. With in-depth interviews and guidance on how to build platforms and communities, this is an entertaining and inspiring read for anyone looking to start or grow their own business.

Synopsis:

Ten years ago, the idea of getting into a stranger’s car, or walking into a stranger’s home, would have seemed bizarre and dangerous, but today it’s as common as ordering a book online. Uber and Airbnb are household names: redefining neighbourhoods, challenging the way governments regulate business and changing the way we travel.

In the spirit of iconic Silicon Valley renegades like Steve Jobs and Bill Gates, a new generation of entrepreneurs is sparking yet another cultural upheaval through technology. They are among the Upstarts, idiosyncratic founders with limitless drive and an abundance of self-confidence. Young, hungry and brilliant, they are rewriting the traditional rules of business, changing our day-to-day lives and often sidestepping serious ethical and legal obstacles in the process.

The Upstarts is the definitive account of a dawning age of tenacity, creativity, conflict and wealth. In Brad Stone’s highly anticipated and riveting account of the most radical companies of the new Silicon Valley, we find out how it all started, and how the world is wildly different than it was ten years ago.

100 Practical Ways to Improve Customer Experience

Hot off the press, this practical guide is perfect for marketers looking to implement a customer-focused strategy. Improving customer experience and putting consumers at the heart of business operations is a key focus for marketers, so no matter what your industry, be sure to learn more about how to implement a customer-focused marketing strategy with this handy read, with chapter contributions from Professor Malcolm McDonald of Cranfield University School of Management.

Synopsis:

Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks you through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business.

A unique blend of strategy and best practice, the book takes a look at customer experience in multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. The book also includes case studies packed full of practical examples.

 

The Definitive Guide to Strategic Content Marketing

Unlike other content marketing books, this guide focuses on ‘why’, rather than ‘how’, a key distinction for marketers. Featuring contributions and insights from hundreds of academics, industry experts and influencers, this thought-provoking read ignites debate and discussion to give a balanced and well-rounded view of content marketing, and how to implement it in your organisation.

Synopsis:

Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it's mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing, featuring interviews with leading academics, industry experts, global thought leaders and influencers.

The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives. Containing contributions from brands such as GE, General Motors, HSBC, Football Association, Diageo and Pernod Ricard, and agencies including Oglivy Group UK, Havas, Zenith, Vizeum, Accenture and more, this book is a truly unique resource.

The Inspiratorium: A Space for the Curious

The Inspiratorium is a fun and entertaining new book, which provides insight and inspiration on how to improve and stimulate your creative thinking. Featuring fascinating and entertaining anecdotes, ideas and quotes, it is an intriguing and inspiring book, written by CIM course director, Anthony Tasgal, who previously authored the award-nominated The Storytelling Book.

Synopsis:

Welcome to The Inspiratorium - a place where ideas come to meet, grow, evolve and flourish. Crammed full of thinkers, thoughts and their distilled wisdom, this is a book that will develop and accelerate yours. Flitting between the poles of science and art, quantum physics and epic poetry, philosophy and football, ancient history and artificial intelligence, this little book is a web of connections, of jumps and leaps that will take you to different places and areas that will intrigue and inspire. Open yourself to randomness, serendipity, spontaneity ...take a leap into the unknown ...welcome to The Inspiratorium!

Visit CIM's bookshop to pick up the latest marketing titles and browse our recommendations, with free shipping now available on all UK orders. 

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