Beyond Traditional Marketing
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| Author | : Kamran Kashani |
| Publisher | : John Wiley & Sons |
| Total Pages | : 324 |
| Release | : 2005-09-27 |
| Genre | : Business & Economics |
| ISBN | : 0470015446 |
This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.
| Author | : Yoram (Jerry) Wind |
| Publisher | : John Wiley & Sons |
| Total Pages | : 293 |
| Release | : 2016-02-15 |
| Genre | : Business & Economics |
| ISBN | : 1119074223 |
The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change? Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities. This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include: Holistically orchestrate and allocate resources across all touchpoints Redefine expectations of success to align for multi-win outcomes Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints
| Author | : Jill Soley |
| Publisher | : Morgan James Publishing |
| Total Pages | : 174 |
| Release | : 2019-02-05 |
| Genre | : Business & Economics |
| ISBN | : 1642791261 |
Beyond Product serves as a roadmap for dreamers, big idea people, founders, entrepreneurs, and trailblazers to transport their ideas from concept to successful business. Is this the Golden Age of the Founder? With only an idea and some change from the couch, a whole new generation of entrepreneurs are building apps, launching businesses, and developing creative new solutions for long-existing problems. People laud the successes, but the truth is Most of these new businesses fail. The world expects the creators of these brilliant ideas to be great at everything, but most struggle along the way. The best product doesn't always win. Even good products need a good strategy for bringing them to market. Beyond Product provides the missing link for entrepreneurs and founders to turn their ideas into successful businesses. More than 50 business leaders have lent their perspectives and joined with marketers Todd Wilms and Jill Soley to help the big-idea crowd bring their passion to the marketplace and find their customer. Beyond Product shows founders how to take their organization through various stages of growth, overcome obstacles, and learn from common mistakes. For every founder who ever found it lonely at the top, this roadmap serves as a coveted best friend as they launch their great idea into the market.
| Author | : Wiemer Snijders |
| Publisher | : Troubador Publishing Ltd |
| Total Pages | : 398 |
| Release | : 2018-09-27 |
| Genre | : Business & Economics |
| ISBN | : 1789012791 |
How can we sell more, to more people, and for more money? The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour.
| Author | : Michael A. Stelzner |
| Publisher | : John Wiley & Sons |
| Total Pages | : 272 |
| Release | : 2011-05-23 |
| Genre | : Business & Economics |
| ISBN | : 1118102789 |
If you've been let down by the undelivered promises of marketing, this book is for you. Launch reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business growth. This book will show you how to: Create highly sharable content that meets people's needs Identify and work with outside experts, many of whom will gladly promote your content Attract and retain raving fans that will help your business grow Creatively market and sell to people who will gladly purchase your products and services Launch isn't like other marketing books. Rather than making keen observations about others who’ve achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.
| Author | : Stephen G. Diorio |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 364 |
| Release | : 2002 |
| Genre | : Business & Economics |
| ISBN | : 9780071376495 |
An overview of how technology is estimated to influence specific facets of marketing and sales; including suggestions for bettering your sales and marketing business. --
| Author | : Bernd H. Schmitt |
| Publisher | : Simon and Schuster |
| Total Pages | : 447 |
| Release | : 2000-12-11 |
| Genre | : Business & Economics |
| ISBN | : 0743219511 |
Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.
| Author | : Marc Miller |
| Publisher | : John Wiley & Sons |
| Total Pages | : 215 |
| Release | : 2012-06-29 |
| Genre | : Business & Economics |
| ISBN | : 1118429273 |
A manifesto for reinventing the sales function Selling Is Dead argues that selling teams and growth-motivated organizations must change to remain competitive. It presents a new selling framework based on research that indicates that buyer behavior can be modeled and that large sales and small sales are fundamentally different. This new framework provides salespeople with a practical structure for giving buyers significantly more value for their dollar-value well beyond the products and services being sold. Rather than focusing on one selling model, regardless of the type of sale, this book offers four different types of large sales and presents specific strategies for succeeding at each. Many sales organizations are systematically mismanaging their selling opportunities and failing to optimize their markets. Through effective selling models, illustrative case studies and examples, and real-world anecdotes, Selling Is Dead brings strategy and efficiency to sales-and shows every sales-based business how to reap the rewards.
| Author | : Nripendra P. Rana |
| Publisher | : Springer Nature |
| Total Pages | : 337 |
| Release | : 2019-11-11 |
| Genre | : Business & Economics |
| ISBN | : 3030243745 |
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
| Author | : Frankie Fihn |
| Publisher | : |
| Total Pages | : 223 |
| Release | : 2020-07-23 |
| Genre | : |
| ISBN | : |
If you are own a digital marketing agency or are just getting started as a freelancer, this book is for you. Starting a digital marketing agency is a double-edged sword. You get started as a freelancer with no money. You build everything yourself through your blood, sweat, and tears. Then you discover it's one of the hardest businesses to scale. You are the product. Before you know it, you have built your own prison of clients who want constant meetings, phone calls, email requests, and they expect miracles. It can feel like you have 100 different bosses. Bad clients lead to burnout and can take down your entire agency. It's a lot of stress and anxiety to manage.Then there are truckloads of competition happy to undercut you. People often say, "This industry SUCKS! It's an insane amount of work, clients are mostly terrible, and every day you will have to deal with 10 different problems."Of course, there is a better and simpler way.The Beyond The Agency Box book was created to help digital entrepreneurs scale an agency. Driving qualified clients who can afford high-end marketing services is a completely different beast. Instead of just grinding and working harder, this book shifts you into thinking differently by creating leverageable assets. Creating assets allows you to achieve something different in your agency. You earn far more without meetings, phone calls, emails, and all the typical client headaches. It also creates happy clients for life. It works without paid ads like Facebook, Google, and Youtube. It works without complicated funnels, webinars, and tech. It works without becoming a content machine or an SEO master. Most of it can be managed remotely with a small team. This book gives you the freedom and flexibility to travel and see the world without being tethered to your phone. If you want both a highly successful digital marketing agency and a life at the same time, this book is for you.
