Author: Gini Dietrich
Publisher: Que Publishing
ISBN: 0132939541
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers
Author: Tony Rothman
Publisher: Del Rey
ISBN: 9780345272133
Category : Fiction
Languages : en
Pages : 468
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Book Description
Author: Simon Sinek
Publisher: Penguin
ISBN: 1591846447
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
The inspirational bestseller that ignited a movement and asked us to find our WHY Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time—with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever. START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way—and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.
Author: Jay Baer
Publisher: Penguin
ISBN: 1101633883
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
Author: Ray Titus
Publisher: SAGE Publications Pvt. Limited
ISBN: 9789352808205
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Round the Clock pulls the covers off an ‘infinite 24×7 digital marketplace’ to reveal its transformational impact on business. Using insights from research studies around the world, it uncovers for its readers how the digital medium is rewriting the rules of business and marketing. The unlimited, borderless, timeless and inclusive access that digital markets provide has altered power equations between buyers and sellers. To be successful in an infinite digital market would require business decision makers to be armed with knowledge of the disruptive forces at play. Buyers on digital platforms are making consumption decisions in a radically different manner compared to physical marketplaces. They are no longer responding to marketing content propagated by businesses and brands; instead they are tapping into credible digital information to make informed buying choices. Brands in the digital age will have to adopt new influence paradigms and use contemporary tools and techniques to persuade digital buyers fortified with absolute market knowledge. To thrive, they must leverage the opportunities that an infinite digital marketplace throws up. An essential read for all those who wish to find success in the world of digital.
Author: Lee Odden
Publisher: John Wiley & Sons
ISBN: 1118167775
Category : Business & Economics
Languages : en
Pages : 259
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Book Description
Attract, engage, and inspire your customers with an "Optimize and Socialize" content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online. Optimize provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategy Determine which creative tactics will provide the best results for your company Implement search and social optimization holistically in the organization Measure the business value of optimized and socialized content marketing Develop guidelines, processes and training to scale online marketing success Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 111849640X
Category : Business & Economics
Languages : en
Pages : 243
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Book Description
Marketing guru Philip Kotler and global marketing strategist Milton Kotler show you how to survive rough economic waters With the developed world facing slow economic growth, successfully competing for a limited customer base means using creative and strategic marketing strategies. Market Your Way to Growth presents eight effective ways to grow in even the slowest economy. They include how to increase your market share, develop enthusiastic customers, build your brand, innovate, expand internationally, acquire other businesses, build a great reputation for social responsibility, and more. By engaging any of these pathways to growth, you can achieve growth rates that your competitors will envy. Proven business and marketing advice from leading names in the industry Written by Philip Kotler, the major exponent of planning through segmentation, targeting, and position followed by "the 4 Ps of marketing" and author of the books Marketing 3.0, Ten Deadly Marketing Sins, and Corporate Social Responsibility, among others Milton Kotler is Chairman and CEO of Kotler Marketing Group, headquartered in Washington, DC, author of A Clear-sighted View of Chinese Marketing, and a frequent contributor to the China business press
Author: James E. Finch
Publisher: Research & Education Assoc.
ISBN: 0738683906
Category : Study Aids
Languages : en
Pages : 198
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Book Description
Earn College Credit with REA’s Test Prep for CLEP Principles of Marketing Everything you need to pass the exam and get the college credit you deserve. REA leads the way in helping students pass their College Board CLEP exams and earn college credit while reducing their tuition costs. With 25+ years of experience in test prep for the College-Level Examination Program (CLEP), REA is your trusted source for the most up-to-date test-aligned content. Whether you’re an adult returning to finish your degree, a traditional-age college student, a military service member, or a high school or home-schooled student looking to get a head start on college and shorten your path to graduation, CLEP is perfect for you. REA’s expert authors know the CLEP tests inside out. And thanks to our partners at Proctortrack (proctortrack.com/clep), you can now take your exam at your convenience, from the comfort of home. Prep for success on the CLEP Principles of Marketing exam with REA’s personalized three-step plan: (1) focus your study, (2) review with the book, and (3) measure your test-readiness. Our Book + Online prep gives you all the tools you need to make the most of your study time: Diagnostic exam: Pinpoint what you already know and what you need to study. Targeted subject review: Learn what you’ll be tested on. Two full-length practice exams: Zero in on the topics that give you trouble now so you’ll be confident and prepared on test day. Glossary of key terms: Round out your prep with must-know vocabulary. REA is America’s recognized leader in CLEP preparation. Our test prep helps you earn valuable college credit, save on tuition, and accelerate your path to a college degree.
Author: Henry Kyambalesa
Publisher: Routledge
ISBN: 1351781715
Category : Social Science
Languages : en
Pages : 360
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Book Description
This title was first published in 2000: Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.
Author: Vigneri, Marcella
Publisher: Intl Food Policy Res Inst
ISBN:
Category : Political Science
Languages : en
Pages : 27
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Book Description
