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Author: James M. Beveridge
Publisher:
ISBN: 9780801971129
Category : Language Arts & Disciplines
Languages : en
Pages : 295
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Book Description
Describes a marketing system designed to create successful proposals by emphasizing a company's strengths, neutralizing its weaknesses, and appealing to the needs and emotions of the customer
Author: James M. Beveridge
Publisher:
ISBN: 9780801971129
Category : Language Arts & Disciplines
Languages : en
Pages : 295
Get Book Here
Book Description
Describes a marketing system designed to create successful proposals by emphasizing a company's strengths, neutralizing its weaknesses, and appealing to the needs and emotions of the customer
Author: Alan G. Lafley
Publisher: Harvard Business Press
ISBN: 142218739X
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions.
Author: April Dunford
Publisher:
ISBN: 9781999023003
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.
Author: Graham Robertson
Publisher: Createspace Independent Publishing Platform
ISBN: 9781983625886
Category :
Languages : en
Pages : 228
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Book Description
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Author: Dave Scheiber
Publisher: Advance Ink Publishing
ISBN: 9780692487969
Category :
Languages : en
Pages : 290
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Book Description
Dewayne Staats marks his 40th year as a Major League Baseball broadcaster with POSITION TO WIN, a book that chronicles his amazing journey through America's pastime - a fascinating career working alongside some of baseball's all-time great announcers and calling some of the memorable moments of the game. Many Tampa Bay Rays fans may only know Staats as a Fox Sports/Sun Sports fixture, and the only television play-by-play man in the 18-season history of the Tampa Bay franchise. But in Position to Win: A Look at Baseball and Life from the Best Seat in the House. Staats reflects on his vast experiences in the booth that include: Being a partner with three Hall of Fame announcers: Gene Elston with the Houston Astros, Harry Caray with Chicago Superstation WGN covering the Cubs and Tony Kubek with the MSG Network doing the games of the New York Yankees, as well as working as a national baseball broadcaster for ESPN. Calling nine no-hitters (among them Nolan Ryan's record-breaking fifth and one of the game's most dramatic - thrown by New York's inspirational, one-armed star Jim Abbott). A total of nearly 6,000 MLB broadcasts, with the unique distinction of being the announcer to make the call the first two of the three times in major league history a player has homered for his 3,000th hit (Wade Boggs in 1999 and Derek Jeter in 2011). Dewayne has collaborated with veteran Florida-based author and national award-winning journalist Dave Scheiber (co-author of "Covert" and "Surviving the Shadows"). The result is a lively book that will appeal to anyone who loves baseball or enjoys an engaging success story with a message: How hard work, preparation and persistence helped position him to achieve a childhood dream and rise to the top of his profession. It's a universal lesson that can apply to everyone, no matter what a person's passion or pursuit in life may be.
Author: Neil Irwin
Publisher: St. Martin's Press
ISBN: 125017628X
Category : Business & Economics
Languages : en
Pages : 202
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Book Description
From New York Times bestselling author and senior economic correspondent at The New York Times, how to survive—and thrive—in this increasingly challenging economy. Every ambitious professional is trying to navigate a perilous global economy to do work that is lucrative and satisfying, but some find success while others struggle to get by. In an era of remarkable economic change, how should you navigate your career to increase your chances of landing not only on your feet, but ahead of those around you? In How to Win in a Winner-Take-All World, Neil Irwin, senior economic correspondent at the New York Times, delivers the essential guide to being successful in today’s economy when the very notion of the “job” is shifting and the corporate landscape has become dominated by global firms. He shows that the route to success lies in cultivating the ability to bring multiple specialties together—to become a “glue person” who can ensure people with radically different technical skills work together effectively—and how a winding career path makes you better prepared for today's fast-changing world. Through original data, close analysis, and case studies, Irwin deftly explains the 21st century economic landscape and its implications for ambitious people seeking a lifetime of professional success. Using insights from global giants like Microsoft, Walmart, and Goldman Sachs, and from smaller lesser known organizations like those that make cutting-edge digital effects in Planet of the Apes movies or Jim Beam bourbon, How to Win in a Winner-Take-All World illuminates what it really takes to be on top in this world of technological complexity and global competition.
Author: Pete Carroll
Publisher: Penguin
ISBN: 1101548398
Category : Sports & Recreation
Languages : en
Pages : 254
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Book Description
"I know that I'll be evaluated in Seattle with wins and losses, as that is the nature of my profession for the last thirty-five years. But our record will not be what motivates me. Years ago I was asked, 'Pete, which is better: winning or competing?' My response was instantaneous: 'Competing. . . because it lasts longer.'" Pete Carroll is one of the most successful coaches in football today. As the head coach at USC, he brought the Trojans back to national prominence, amassing a 97-19 record over nine seasons. Now he shares the championship-winning philosophy that led USC to seven straight Pac-10 titles. This same mind-set and culture will shape his program as he returns to the NFL to coach the Seattle Seahawks. Carroll developed his unique coaching style by trial and error over his career. He learned that you get better results by teaching instead of screaming, and by helping players grow as people, not just on the field. He learned that an upbeat, energetic atmosphere in the locker room can coexist with an unstoppable competitive drive. He learned why you should stop worrying about your opponents, why you should always act as if the whole world is watching, and many other contrarian insights. Carroll shows us how the Win Forever philosophy really works, both in NCAA Division I competition and in the NFL. He reveals how his recruiting strategies, training routines, and game-day rituals preserve a team's culture year after year, during championship seasons and disappointing seasons alike. Win Forever is about more than winning football games; it's about maximizing your potential in every aspect of your life. Carroll has taught business leaders facing tough challenges. He has helped troubled kids on the streets of Los Angeles through his foundation A Better LA. His words are true in any situation: "If you want to win forever, always compete."
Author: Martin Reeves
Publisher: Harvard Business Review Press
ISBN: 1625275870
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
You think you have a winning strategy. But do you? Executives are bombarded with bestselling ideas and best practices for achieving competitive advantage, but many of these ideas and practices contradict each other. Should you aim to be big or fast? Should you create a blue ocean, be adaptive, play to win—or forget about a sustainable competitive advantage altogether? In a business environment that is changing faster and becoming more uncertain and complex almost by the day, it’s never been more important—or more difficult—to choose the right approach to strategy. In this book, The Boston Consulting Group’s Martin Reeves, Knut Haanæs, and Janmejaya Sinha offer a proven method to determine the strategy approach that is best for your company. They start by helping you assess your business environment—how unpredictable it is, how much power you have to change it, and how harsh it is—a critical component of getting strategy right. They show how existing strategy approaches sort into five categories—Be Big, Be Fast, Be First, Be the Orchestrator, or simply Be Viable—depending on the extent of predictability, malleability, and harshness. In-depth explanations of each of these approaches will provide critical insight to help you match your approach to strategy to your environment, determine when and how to execute each one, and avoid a potentially fatal mismatch. Addressing your most pressing strategic challenges, you’ll be able to answer questions such as: • What replaces planning when the annual cycle is obsolete? • When can we—and when should we—shape the game to our advantage? • How do we simultaneously implement different strategic approaches for different business units? • How do we manage the inherent contradictions in formulating and executing different strategies across multiple businesses and geographies? Until now, no book brings it all together and offers a practical tool for understanding which strategic approach to apply. Get started today.
Author: Paul Leinwand
Publisher: Harvard Business Press
ISBN: 1422136515
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
Conventional wisdom on strategy is no longer a reliable guide. In Essential Advantage, Booz & Company's Cesare Mainardi and Paul Leinwand maintain that success in any market accrues to firms with coherence: a tight match between their strategic direction and the capabilities that make them unique. Achieving this clarity takes a sharpness of focus that only exceptional companies have mastered. This book helps you identify your firm's blend of strategic direction and distinctive capabilities that give it the "right to win" in its chosen markets. Based on extensive research and filled with company examples--including Amazon.com, Johnson & Johnson, Tata Sons, and Procter & Gamble--Essential Advantage helps you construct a coherent company in which the pieces reinforce each other instead of working at cross-purposes. The authors reveal: · Why you should focus on a system of a few aligned capabilities · How to identify the "way to play" in your market · How to design a strategy for well-modulated growth · How to align a portfolio of businesses behind your capability system · How your strategy clarifies growth, costs, and people decisions Few companies achieve a capability-driven "right to win" in their market. This book helps you position your firm to be among them.
Author: Peter Guber
Publisher: Crown Currency
ISBN: 0307587975
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
Today everyone—whether they know it or not—is in the emotional transportation business. More and more, success is won by creating compelling stories that have the power to move partners, shareholders, customers, and employees to action. Simply put, if you can’t tell it, you can’t sell it. And this book tells you how to do both. Historically, stories have always been igniters of action, moving people to do things. But only recently has it become clear that purposeful stories—those created with a specific mission in mind—are absolutely essential in persuading others to support a vision, dream or cause. Peter Guber, whose executive and entrepreneurial accomplishments have made him a success in multiple industries, has long relied on purposeful story telling to motivate, win over, shape, engage and sell. Indeed, what began as knack for telling stories as an entertainment industry executive has, through years of perspiration and inspiration, evolved into a set of principles that anyone can use to achieve their goals. In Tell to Win, Guber shows how to move beyond soulless Power Point slides, facts, and figures to create purposeful stories that can serve as powerful calls to action. Among his techniques: * Capture your audience’s attention first, fast and foremost * Motivate your listeners by demonstrating authenticity * Build your tell around “what’s in it for them” * Change passive listeners into active participants * Use “state-of-the-heart” technology online and offline to make sure audience commitment remains strong To validate the power of telling purposeful stories, Guber includes in this book a remarkably diverse number of “voices” —master tellers with whom he’s shared experiences. They include YouTube founder Chad Hurley, NBA champion Pat Riley, clothing designer Normal Kamali, “Mission to Mars” scientist Gentry Lee, Under Armour CEO Kevin Plank, former South African president Nelson Mandela, magician David Copperfield, film director Steven Spielberg, novelist Nora Roberts, rock legend Gene Simmons, and physician and author Deepak Chopra. After listening to this extraordinary mix of voices, you’ll know how to craft, deliver—and own—a story that is truly compelling, one capable of turning others into viral advocates for your goal.
