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Languages : en
Pages : 0
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Languages : en
Pages : 185
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Author: J. Michael Gospe, Jr
Publisher: Createspace Independent Publishing Platform
ISBN: 9781456439804
Category : Electronic commerce
Languages : en
Pages : 0
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Book Description
Outlines many topics regarding business-to-business marketing strategies including: personae, position statements, and messaging.
Author: Mike Gospe
Publisher: Happy About
ISBN: 1600050778
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
This book is a practical, pragmatic "how to" book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you fill find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques. This book is your guide that will show you how you can optimize your marketing efforts and achieve an even greater return on your marketing investment. While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: "I'm over-worked don't have the time to think strategically" or "Planning is overrated. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results. Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.
Author: Rasmus Kleis Nielsen
Publisher: Princeton University Press
ISBN: 1400840449
Category : Political Science
Languages : en
Pages : 250
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Book Description
Political campaigns today are won or lost in the so-called ground war--the strategic deployment of teams of staffers, volunteers, and paid part-timers who work the phones and canvass block by block, house by house, voter by voter. Ground Wars provides an in-depth ethnographic portrait of two such campaigns, New Jersey Democrat Linda Stender's and that of Democratic Congressman Jim Himes of Connecticut, who both ran for Congress in 2008. Rasmus Kleis Nielsen examines how American political operatives use "personalized political communication" to engage with the electorate, and weighs the implications of ground war tactics for how we understand political campaigns and what it means to participate in them. He shows how ground wars are waged using resources well beyond those of a given candidate and their staff. These include allied interest groups and civic associations, party-provided technical infrastructures that utilize large databases with detailed individual-level information for targeting voters, and armies of dedicated volunteers and paid part-timers. Nielsen challenges the notion that political communication in America must be tightly scripted, controlled, and conducted by a select coterie of professionals. Yet he also quashes the romantic idea that canvassing is a purer form of grassroots politics. In today's political ground wars, Nielsen demonstrates, even the most ordinary-seeming volunteer knocking at your door is backed up by high-tech targeting technologies and party expertise. Ground Wars reveals how personalized political communication is profoundly influencing electoral outcomes and transforming American democracy.
Author: Michael Baker
Publisher: Routledge
ISBN: 1136356843
Category : Business & Economics
Languages : en
Pages : 684
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Book Description
The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.
Author: Linda J. Popky
Publisher: Routledge
ISBN: 1351861417
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
Marketing today is out of control. With all the new marketing techniques accessible to the masses, it's becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, it's a lot of noise. Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market Leverage(TM), an approach to help cut through the clutter, stand out, and effectively build business. Marketing Above the Noise takes a contrarian approach by not focusing on social media, digital marketing, or other new tactics, and instead helping organizations understand: * The critical upfront work needed to really understand customers, markets and unmet needs * The value of consistent, focused messaging * Why empowering employees to effectively represent the brand is so critical * How to thrive in an age of user-generated content and customer driven marketing * Why it's key not to confuse selling with installing The book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment. Today's businesses need to stop trying to keep pace with the latest and greatest marketing tactics and instead focus on developing those long term strategies that build customer loyalty and convince prospects to buy. Yes, businesses need to be aware of and integrate new media and new approaches, but they need to do it in a way that makes sense for the business. They need to maintain a clear focus above the din of the roaring crowd--above the marketing fray. Most organizations don't have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, they're not able to integrate every new tactic as it appears and they're not sure how to prioritize all of these options. What's needed is a timeless framework--a way of looking at marketing as tied to both business growth and the building and nurturing of ongoing customer engagement. It's time to move the focus from social media and evangelists, sales and marketing alignment, and the latest hot cloud-based marketing tools, to what really counts: convincing customers to trust you with their business--not just once, but time and time again.
Author: Michael J. Baker
Publisher: Routledge
ISBN: 1134506120
Category : Business & Economics
Languages : en
Pages : 907
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Book Description
The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look.
Author: Forrest Pritchard
Publisher: Rowman & Littlefield
ISBN: 0762794380
Category : Nature
Languages : en
Pages : 341
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Book Description
With humor and pathos, Forrest Pritchard recounts his ambitious and often hilarious endeavors to save his family’s seventh-generation farm in the Shenandoah Valley. Through many a trial and error, he not only saves Smith Meadows from insolvency but turns it into a leading light in the sustainable, grass-fed, organic farm-to-market community. There is nothing young Farmer Pritchard won’t try. Whether he’s selling firewood and straw, raising free-range chickens and hogs, or acquiring a flock of Barbados Blackbelly sheep, his learning curve is steep and always entertaining. Pritchard’s world crackles with colorful local characters—farm hands, butchers, market managers, customers, fellow vendors, pet goats, policemen—bringing the story to warm, communal life. His most important ally, however, is his renegade father, who initially questions his son's career choice and eschews organic foods for the generic kinds that wreak havoc on his health. Soon after his father’s death, the farm becomes a recognized success and Pritchard must make a vital decision: to continue serving the local community or answer the exploding demand for his wares with lucrative Internet sales and shipping deals. More than a charming story of honest food cultivation and farmers’ markets, Gaining Ground tugs on the heartstrings, reconnecting us to the land and the many lives that feed us.
Author: J. Gospe
Publisher:
ISBN: 9781475149029
Category :
Languages : en
Pages : 44
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Book Description
In the business world, nothing can hinder the success of an integrated marketing campaign (and your ability to claim the high ground) faster than an unseasoned marketing campaign manager. So, what exactly is the role of the campaign manager, and what is the profile of the most effective campaign managers? This mini-guidebook answers these questions and provides helpful tips that can accelerate the integrated marketing campaign development process, navigate internal politics, and produce better marketing results.
