Kundenreaktionen sind von größter Bedeutung für alle Marketingprozesse - angefangen bei der Werbung bis hin zur Verpackung. Deshalb führen Marketingexperten in Amerika jährlich für etwa 1 Milliarde US Dollar über 150.000 Focus Groups durch, um Emotionen, Motive und Einstellungen von Kunden und potentiellen Kunden zu einem bestehenden oder geplanten Produktkonzept zu explorieren. "Beyond Listening" befasst sich mit der besonderen Bedeutung von Focus Groups. Dabei handelt es sich um moderierte Gruppendiskussionen, die mit ausgewählten Kunden und Endverbrauchern geführt werden. Marketing- und Werbeprofis lernen hier, wie man Focus Groups einsetzt, um detaillierte Einblicke in das Kundenverhalten zu gewinnen, konkrete Kundenreaktionen aufzudecken, Meinungen und Anregungen zu sammeln, um so eine bessere Grundlage für künftige Entwicklungsentscheidungen zu gewinnen. Mit einer Fülle von Fallstudien zu verschiedenen Produkten, wie z.B. Altoids, Tropicana, Velcro, Maxwell House und Federal Express - um nur einige zu nennen. Die Autoren sind anerkannte Experten auf diesem Gebiet. Bonnie Goebert, Inhaberin der Bonnie Goebert Company, ist eine führende Kapazität auf dem Gebiet der Focus Group Forschung. Sie kann auf 30 Jahre Erfahrung mit Fortune 1000 Unternehmen zurückgreifen, die sie in den Bereichen Markenidentität, Produktentwicklung, Erweiterung von Produktkategorien und Werbestrategien in nahezu allen Produktkategorien beraten hat. Co-Autorin Herma Rosenthal ist Chefin des Consultingunternehmens Writing Resource. Zu ihrem Kundenstamm gehören u.a. The New York Times, Discovery Communications und Children's Television Workshop.

Winner of the Stella Prize, 2014. The Eureka Stockade. It's one of Australia's foundation legends yet the story has always been told as if half the participants weren't there. But what if the hot-tempered, free-spirited gold miners we learned about at school were actually husbands and fathers, brothers and sons? What if there were women and children right there beside them, inside the Stockade, when the bullets started to fly? And how do the answers to these questions change what we thought we knew about the so-called 'birth of Australian democracy'? Who, in fact, were the midwives to that precious delivery? Ten years in the research and writing, irrepressibly bold, entertaining and often irreverent in style, Clare Wright's The Forgotten Rebels of Eureka is a fitting tribute to the unbiddable women of Ballarat - women who made Eureka a story for us all. Clare Wright is an historian who has worked as a political speechwriter, university lecturer, historical consultant and radio and television broadcaster. Her first book, Beyond the Ladies Lounge: Australia’s Female Publicans, garnered both critical and popular acclaim and her second, The Forgotten Rebels of Eureka, won the 2014 Stella Prize. She researched, wrote and presented the ABC TV documentary Utopia Girls and is the co-writer of the four-part series The War That Changed Us which screened on ABC1. 'Lively, incisive and timely, Clare Wright's account of the role of women in the Eureka Stockade is an engrossing read. Assembling a tapestry of voices that vividly illuminate the hardscrabble lives endured on Ballarat's muddy goldfields, this excellent book reveals a concealed facet of one of Australia's most famous incidences of colonial rebellion. For once, Peter Lalor isn't the hero: it's the women who are placed front and centre...The Forgotten Rebels links the actions of its heroines to the later fight for female suffrage, and will be of strong relevance to a contemporary female audience. Comprehensive and full of colour, this book will also be essential reading for devotees of Australian history.' Bookseller and Publisher 'This is a wonderful book. At last an Australian foundation story where women are not only found, but are found to have played a fundamental role.' Chris Masters 'Brilliantly researched and fun to read. An exhilarating new take on a story we thought we knew.' Brenda Niall 'Fascinating revelations. Beautifully told.' Peter FitzSimons ‘The best source on women at Eureka.’ Big Smoke

Go beyond the walls of your classroom to build literacy and achievement. In this insightful book, you’ll discover how you can better meet the rigorous goals of the Common Core by opening new lines of communication with colleagues, parents, and students. Each chapter centers around an action project that was designed to help teachers improve literacy by moving beyond the typical class lessons and worksheets. The projects include... A book club for families of kindergarten and first grade students, to help students build foundational literacy skills A book club designed to engage middle school students with young adult literature using digital forums "Write with your child" evenings to help parents connect with their middle school children An instructional team’s challenge to use a range of mentor texts in their classrooms And much more! As you read each project, you’ll come away with ideas and inspiration that you can apply to your own teaching. By challenging yourself to connect with parents and colleagues on a deeper level, you will be better able to align your work, adjust for your students, and achieve your teaching goals.