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How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers

by Kelly McDonald

Reach new and diverse customer groups and expand your market share 

The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a new approach to expand your customer base and your business.

Arguing for focusing on customer values rather than demographics, How to Market to People Not Like You reveals how you can grow business and profits by targeting those who are different from your core audience, rather than those who share similarities.

  • Reach unfamiliar new market segments with your products
  • Learn how to engage micro-segmented customer groups
  • Author's company was named one of the top ad agencies in the US by Ad Age

Find out How to Market to People Not Like You, understand the needs and values that distinguish diverse customers, and reach their hearts, minds, and wallets.

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Linchpin: Are You Indispensable?

by Seth Godin

In bestsellers such as Purple Cow and Tribes, Seth Godin taught readers how to make remarkable products and spread powerful ideas. But this book is about you-your choices, your future, and your potential to make a huge difference in whatever field you choose. 

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Make It In America: The Case for Re-inventing the Economy

by Andrew Liveris

I received this book as a gift when I attended an event at which Andrew Liveris, CEO of Dow Chemical and author of this book, was being honored. This is a well-written, pragmatic book that points fingers where they should be pointed – at us.  Specifically, in his speech to a few hundred business leaders and in the book, Liveris advises that we avoid hollow dreams about the good old days of boot straps capitalism.  He reminds us:  “There is no such thing as a free . . . market.”  Government has always been part of our economy.  Given the power of state-directed market economies around the world, Liveris believes that business-government cooperation for economic growth is essential.  Whether you buy this premise or not, you will love his six “pillars” – the foundations of our eventual recovery.  They are what chambers work on every day.  The Amazon review is a great summary, but the book is worth putting on your Kindle because Liveris tells great stories about Dow’s domestic vs. foreign investment decisions.  (40% of their employees are still in the US, even though majority of sales are outside.)

- Recommended by Mick Fleming, CEO of ACCE

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Make It In America: The Case for Re-Inventing the Economy

by Andrew Liveris

America used to define itself by the things it built. We designed and produced the world's most important innovations, and in doing so, created a vibrant manufacturing sector that built the middle class. We manufactured our way to the top and became the undisputed economic leader among all nations. But over the last several decades, and especially in the last ten years, the sector that was America's great pride has eroded, costing millions of jobs and putting our long-term prosperity at risk. Now, as we struggle to recover from the worst recession in generations, our only chance to turn things around is to revive the American manufacturing sector—and to revolutionize it. In MAKE IT IN AMERICA: The Case for Reinventing the Economy, Andrew Liveris — Chairman and CEO of The Dow Chemical Company—offers a thoughtful and passionate argument that America’s future economic growth and prosperity depends on the strength of its manufacturing sector.

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Member Retention Kit - 2011 Edition

Member Retention Kit - 2011 Edition

by Cathi Hight

WINTER SALE: Purchase now for $295 (35% off the cover price)!

How do you analyze retention challenges and design a solid plan to increase retention rates?

The Member Retention Kit uses a step-by-step process to help you conduct a membership retention audit, identify specific retention challenges unique to your organization, and to develop a strategic retention plan with goals, strategies, tactics, and the process to measure and manage your outcomes.

Itís everything you need to develop an effective retention plan. The Kit includes over 200 pages of content, worksheets and templates, samples and articles written by Cathi Hight. The accompanying CD offers 90 samples including, surveys, retention audits, retention plans, renewal and reinstatement letters, flyers and call scripts ready for you to modify or use as offered!

Review the Table of Contents to see what's included!

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Nonprofit Management 101: A Complete and Practical Guide for Leaders and Professionals

by Darian Rodriguez Heyman

A comprehensive handbook for leading a successful nonprofit. This handbook can educate and empower a whole generation of nonprofit leaders and professionals by bringing together top experts in the field to share their knowledge and wisdom gained through experience. This book provides nonprofit professionals with the conceptual frameworks, practical knowledge, and concise guidance needed to succeed in the social sector.

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Outliers: The Story of Success

by Malcolm Gladwell

In this stunning new book, Malcolm Gladwell takes us on an intellectual journey through the world of "outliers"--the best and the brightest, the most famous and the most successful. He asks the question: what makes high-achievers different? His answer is that we pay too much attention to what successful people are like, and too little attention to where they are from: that is, their culture, their family, their generation, and the idiosyncratic experiences of their upbringing. Along the way he explains the secrets of software billionaires, what it takes to be a great soccer player, why Asians are good at math, and what made the Beatles the greatest rock band.

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Poke the Box

by Seth Godin

Your reputation in the world is defined by what you instigate, how you provoke, and what you learn from the events you cause. In a world filled with change, that’s what matters—your ability to create and learn from change.
 
You don’t need more time. You merely need to decide.
You don’t need approval, or reassurance or even permission.
You merely need to decide.
 
Poke the Box is a call to action about the initiative you’re taking—in your job or in your life. Seth Godin will help you to get started and contribute more, risk more, and face the possibility of failure without dread. Godin knows that we ought to be much more concerned about mediocrity than failure. “If you can’t fail,” Seth writes, “it doesn’t count.”
 
Poke the Box just may be the kick in the pants you need to shake up your life.

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Powering Up: How America's Women Achievers Become Leaders

by Anne Doyle

Powering Up: How America’s Women Achievers Become Leaders is a call to leadership heeding women to step up, realize their full potential, and become the leaders they are meant to be. Individual leadership, however, isn’t enough. Every woman for herself is losing strategy. A few lone women, no matter how exceptional they are, have little impact on the conversation of a nearly all-male group, let alone its decisions. It takes critical mass to shift group dynamic. Powering Up will require women to get beyond their differences and recognize how interdependent they are.

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Remembership- New Thinking for Tomorrow's Membership Organization

by Kyle Sexton

Many of today's membership organizations are living on yesterday's bread while your members drink tomorrow's wine.If your members are putting up with it now, they won't for long. This book is about renewing your membership development strategies because your memberships may be worthless.

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