Module One Company 1
Lesson 1 For Breakthrough Innovation,Focus on Possibility Not Profitability 2
Lesson 2 Tencent's Worth 9
Lesson 3 Amazon's Smart Innovation Strategy 17
Lesson 4 Zara's Big Idea:What the World's Top Fashion Retailer Tells Us About Innovation 25
Module Two Customer 33
Lesson 5 Secrets of Apple's Customer Success 34
Lesson 6 The 10 Customer Service Trends for 2010 44
Lesson 7 E-Shopping Goes over the Top 50
Lesson 8 Understanding Customer Experience 58
Module Three Product 65
Lesson 9 10 Best-selling Products of All Time 66
Lesson 10 Twilight of the Brands 76
Lesson 11 What's in a Brand?How to Name a Company in a Global Economy 84
Lesson 12 This Man Wants to Clothe the Planet 92
Module Four Advertising 99
Lesson 13 A Good Product(Mostly)Sells Itself—A Good Product Doesn't Need Excessive Marketing 100
Lesson 14 The Future of Marketing:Ads Get Physical,Digital 108
Lesson 15 Advertising and the Internet of Things 115
Lesson 16 Advertising of,by,and for the People 122
Module Five Marketing 131
Lesson 17 The State of Shopper Marketing:VivoCity 132
Lesson 18 What the Buy-side Can Do to Encourage Programmatic Buying 141
Lesson 19 Four Ways to Make the Most out of Social Media 148
Lesson 20 Beacon College Goes O2O with Interactive Game 155
Module Six Talent 162
Lesson 21 Competing for Talent in Every Geography 163
Lesson 22 Primal Leadership:The Hidden Driver of Great Performance 170
Lesson 23 A People Perspective on MICE Events 177
Lesson 24 Case Study:FedEx Express 185
Module Seven Finance 191
Lesson 25 Alibaba:The New Face of Finance in China 192
Lesson 26 Don't Bank on the Banks 199
Lesson 27 Trifacta Raises $25m—Investment Round up(475) 207
Lesson 28 Financial Information Provider Markit,Ltd.Raises$1.3 billion—Week of June 16th IPO Watch 217
Module Eight Public Relations 225
Lesson 29 2009—2011 Toyota Vehicle Recalls 226
Lesson 30 A Case Study of the Coca-Cola Scare in Europe 234
Lesson 31 West Fertilizer Company Case Study 242
Lesson 32 Tips for Measuring the Impact of Public Relations 248