MARKETING & SALES

Social media marketing is now an essential aspect of digital marketing, helping businesses reach the right consumers, at the right time, with the right message. The resource provides an opportunity for students to examine social networks, social media, and online advertising techniques and learn critical skills for engaging with audiences on social media.

Negotiation is a fundamental way of advocating for your interests and managing conflict in organizations. This resource presents a comprehensive view of negotiation as a form of conflict management and provides strategies, techniques, skills, disciplines, and frameworks for negotiating successfully.

Selling is essential to the human experience, though it is perhaps the most misunderstood activity in the business world. This resource strives to restore order to the honorable profession and skill of selling by introducing students to the Griffin Hill Integrity Sales System. Based on decades of rigorous research and practice, this system combines the art and science of selling and human performance achievement to reveal the secrets of the top 1% of sales professionals.

Selling fuels our economy, and sales leadership matters because it is a primary driver of economic success. The quality of leadership has a significant impact on the success of any given sales team. This resource applies the principles of leadership to a selling environment and provides a framework for practical application using the Griffin Hill Integrity Sales System. It is not enough to discuss the principles of leadership—this textbook will empower leaders to act.

Marketing plays a critical role in a firm’s survival and growth by enabling the firm to create and deliver value to its customers. In this resource, students will learn the fundamentals of marketing strategy, marketing research and analytics, and product and brand management in the context of traditional marketing as well as social media marketing and marketing for start-up companies.

This resource provides an overview of web analytics and diagnostic tools used to collect and analyze marketing data. Students will examine methods used to improve market penetration, brand recognition, customer loyalty, and overall marketing performance.

Improving search engine optimization is a powerful way to increase website traffic and conversions, improve the customer experience, and gain a competitive edge. This course provides an overview of tools and concepts used in search engine optimization, including website architecture design, search engine visibility, web analytics tools, keyword search performance, and mobile optimization.

Advertisers today must understand their consumers’ buying behaviors and media use better than ever before and modify their creative strategies to stay relevant. In this resource, students will learn how to gather insights, develop an effective advertising strategy, and create exciting, memorable ads that move people to make a purchase.

Consumer behavior is the study of why and how consumers buy the products and services they consume. In this resource, students will analyze internal and external influences on consumer behavior, decision-making processes, and customer loyalty.

This resource guides the student of professional sales in advanced selling strategy. It explores the science of persuasion and the practical art of selling to move students from knowing the what of the sales process and plays to understanding why it works. Students will grow their sales proficiency by enhancing their ability to craft, choose, and execute plays.

Artificial intelligence, marketing automation, and digital marketing tools help marketers reach consumers more effectively than ever before. There’s a lot to understand in this new, high-tech environment, and this book is designed to help students make sense of digital marketing innovation to create a blueprint for developing and executing successful marketing plans in this digital-first world.