LID Publishing – serie

This book provides analyses of key campaigns and events of World War II and what today's business managers and executives can learn from them.

An invaluable, modern guide to great copywriting, Copy. Righter. shows you how to write in a way that is brand-literate, media-savvy, utterly engaging...and irresistibly persuasive. It will show you how to write great copy in every print and digital medium. How to use substance, style and structure. How to win hearts and minds. How to develop brilliant concepts and the psychology of persuasion. Written by Ian Atkinson - multi award-winning copywriter and creative director - it's packed with fascinating examples and compelling content you won't find in any other copywriting book. In fact, whether you're junior or senior, enthusiastic amateur or seasoned pro, it may be the only book on copywriting you'll ever need. And with great copywriting in great demand, there's never been a better time to discover how to influence people using nothing more than the words on a page or screen. Copy. Righter. will show you how.

Who is best equipped to meet the challenges of an unstable and uncertain world? Who better than a commando? When you're trained as a commando, you're trained to expect the unexpected. The unexpected is what business leaders have to deal with every day, as strategic shocks - particularly financial crises - continue to reverberate. "The commando way" is here applied directly to the business world, drawing on Damian McKinney's long experience of working with many of the world's leading companies, as well as serving at a senior level in the Royal Marines. This book provides the compelling evidence that the commando way works in business, and it gives the corporate leaders of today and tomorrow insight, guidance and the prospect of more effective business execution. Drawing lessons from the military and corporate worlds, Damian McKinney is on a mission that will transform your business

Long-term thinking and planning is such an ingrained part of everyday life that we tend either not to see it or merely take it for granted. From pensions, retirement, holiday planning, marriage (or divorce) to corporate strategy and choosing the right school for our kids - the assumptions we make about tomorrow tend to be sketchy at best! Why do we so often underplay such important future plans in our lives? One of the main reasons is that we have never been given the right tools with which to think and plan ahead. Futurology - the art of thinking ahead - has often been relegated to science fiction writers and witch doctors. In fact, it's a tool that can actually help us understand and plan for a better future for ourselves. This book, by a leading futurologist, presents the practical tools of long-term thinking and planning to the everyday situations that we all face.

Why is it that some companies/brands succeed with women and others don't? In sectors as valuable as telecoms, financial services, consumer electronics, cars, technology, gaming and utilities, women consistently report low levels of interest, and demonstrate lower levels of engagement than their male counterparts. Can companies really afford to miss out like this? Successful modern-day companies approach the male and female opportunity as equally lucrative and exciting. They involve and include feminine interests in the development of their products, services, brands and marketing to ensure they appeal to the entire mainstream audience rather than just one half of it. This book reveals why it is that some companies succeed with women and others don't. It outlines the key determinants that make up brands which appeal to both men and women, and the opportunities that presents.

This inspirational book, in full colour throughout, is intended to help anyone make sense of the things that happen to you in your working and personal lives. It will help you travel with a different point of view and do things differently. In particular, it will inspire you to process, handle, manage and affect the daily things that happen to you so that you can change, alter and influence the results. Each of the 100 ideas in this book is designed to prompt you to consider what you say and challenge how you think and act. The book's ultimate purpose is to help you do things better in your personal journey to achieve impressively spectacular career results!

This book is about change, about its challenges and the talent necessary to drive it through. Specifically, it is about transforming the world's most important and event-shaping industry - aviation. Giovanni Bisignani became Director General of IATA (International Air Transport Association) in June 2002, just after 9/11, which created one of the greatest threats ever to the aviation industry. IATA is the central body of the world's airlines, responsible for its financial ($300 billion/year) clearing system, ticketing, government lobbying, passenger safety policies, landing rights and the future of commercial flying. During his 10 years as Director General, Bisignani implemented and oversaw enormous and controversial changes in aviation. This book is the inside story of the struggle for survival in one of the world's most dynamic industries.

This fascinating book provides a new and modern perspective on business leadership and what it takes to succeed. It argues that the essence of leadership is to perceive the world as a place of opportunities. Leadership today is about connecting with the world outside, connecting with your world within, and then acting differently as a leader in order to take advantage of the opportunities before you. Through unique research and observation, the author provides new thinking on what business leaders have to do in order to drive their businesses in today's complex business world. It will help managers and executives understand themselves and the business mechanisms surrounding them, and enable them to find new and more successful ways to lead.

It is a new era. To win in an increasingly dynamic and volatile environment, leadership teams must be agile - they must be flexible enough to react to early signs and act on them quickly. An agile company needs good decision-making at all levels - from the centre to the periphery, tapping into the full potential of the people, operating model, information technology and leadership practices. And decisions are made by people. This guide forces you to re-examine the assumptions underlying your leadership and how agility within your company can be built through a three-point, people-centric approach. The author's insights will help you understand your options, make the choices required to successfully coach your team, and start creating agility as a competitive advantage today.

The new Muslim world - the so-called "Interland" of this book and consisting of Muslim majority countries - accounts for most of the fastest emerging ("next 11") economies. The title of this book ("Made With") reflects a distinctive approach to business and brand creation found in this new frontier - one which combines humanity, meaning, soul and "the crowd". Marketing expert John Grant explores the ideas and thinking emerging from the new Muslim world, and interviews first-hand the leading creatives, entrepreneurs and marketers driving these extraordinary developments. The book is rich with fascinating stories, examples and insights into the success factors for marketing and branding in the vibrant and significant new Muslim world - and what the West can learn from that and apply to its own markets.

A coherent story can make you better understood, believed in and trusted. So why is the business world only just discovering its power? There is not a culture on this earth that does not tell, exchange and enjoy stories. Story is simply effective communication, allowing humans to connect with one another about the things that matter. Former Oxford fellow in English Literature turned brand consultant, Robert Mighall, draws on the psychology, history and creative practice of storytelling to show how modern businesses can exploit its ancient power to move us. What the corporate world needs most, story does best: establish the human connections upon which trust is built. This book explains how.

Written from the global brand frontline, we see the previously unseen perspective on what it was really like to build "Dirt is Good" for Omo and Persil globally - a celebrated case-study in creating global brands with an idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure. Each of the 10 chapters tells the real-life story of each stage of the journey. At the end of each stage, we see a sharp summary of the real, practical learnings.