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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