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How to Innovate in Marketing (Collection)
- By Monique Reece, Rawn Shah, Michael Tasner
- Published Oct 19, 2010 by FT Press. Part of the FT Press Delivers Collections series.
- Copyright 2011
- Dimensions: 5-3/8 X 8-1/4
- Pages: 400
- Edition: 1st
- eBook (Watermarked)
- ISBN-10: 0-13-261755-2
- ISBN-13: 978-0-13-261755-0
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Breakthrough marketing techniques for reigniting growth and profitability! Real-time marketing, social networking, Web 3.0, and more!
Three full books of proven solutions for driving breakthrough growth and profitability! Master a six-step strategy for real-time marketing that reignites growth… choose the right social networking tools and resources for your business… reach and motivate customers using advanced Web 3.0 marketing techniques your competitors haven’t discovered yet… and much more!
From world-renowned leaders and experts, including Monique Reece, Rawn Shah, and Michael Scott Tasner
Table of Contents
REAL-TIME MARKETING FOR BUSINESS GROWTH
Foreword
Introduction
Section I Purpose: Define Your Purpose
Chapter 1 What Is Purpose and Why Is It Important?
Chapter 2 A Mission Statement Answers “Why Do We Exist?”
Chapter 3 Create a Compelling Vision
Chapter 4 Core Values Drive Behavior
Chapter 5 The “C” Word
Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture
Chapter 7 Defining Core Values
Chapter 8 Game Changers
Chapter 9 Do What You Love and the Money Will Follow
Chapter 10 Measurable Goals Drive Success
Chapter 11 Situation Analysis and SWOT Analysis
Section II Research: Market Opportunity
Chapter 12 The Biggest Mistake Entrepreneurs Make
Chapter 13 A Micro to Macro Process
Chapter 14 Micro Perspective: Focus on High-Value Customers
Chapter 15 Love Your Loyal Customers
Chapter 16 1:1 Marketing: Treat Different Customers Differently
Chapter 17 Marketing’s Secret Weapon
Chapter 18 Create Unique Customer Experiences
Chapter 19 Customer Experience: The Dark Side
Chapter 20 Why Do Customers Buy?
Chapter 21 Real-Time Customer Research
Chapter 22 Macro Perspective: Get the Big Picture
Chapter 23 Market Segmentation for the Twenty-First Century
Chapter 24 Zeroing in on Consumer Target Markets
Chapter 25 Forecasting Demand
Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer
Chapter 27 Anticipate the Unexpected: Research Macro-Environmental Factors
Chapter 28 Get Smart: Talk to Your Customers
Chapter 29 Social Media and Online Tools Enable Real-Time Research
Section III Analyze: Growth and Profit Potential
Chapter 30 Business Expansion: Vulnerable or Poised for Growth?
Chapter 31 Substitute Products and Services
Chapter 32 Disrupt and Innovate
Chapter 33 Finding New Value: Part Deux
Chapter 34 Pricing Strategy and Objectives
Chapter 35 Analyze Price and Profitability by Product and Service
Chapter 36 Distribution and Channel Sales Strategy
Chapter 37 Formula for Success: Real-Time Channel Development
Chapter 38 Analyzing and Selecting Channels
Chapter 39 Strategic Alliances and Partnerships
Section IV Strategize: Growth Opportunities
Chapter 40 What Is Strategy?
Chapter 41 A Framework and Process for Strategy Development
Chapter 42 Target Market Strategies
Chapter 43 Positioning Strategy
Chapter 44 What Is Your Brand Worth?
Chapter 45 Design Your Brand Personality and Essence
Chapter 46 Customer Strategies
Chapter 47 Listen and Respond
Chapter 48 Customers Are Your Best Advisors
Chapter 49 Customers Are Cocreaters
Chapter 50 Product and Service Strategy
Chapter 51 Product Differentiation
Chapter 52 Competitive Strategies
Chapter 53 Growth Strategies
Chapter 54 Innovation Strategies
Chapter 55 The Long Tail
Chapter 56 Nurture a Culture of Innovation
Chapter 57 Sales Strategy and Plan
Chapter 58 Marketing Objectives Drive Strategy
Chapter 59 The Art and Science of Developing Strategy
Chapter 60 The State of Marketing Today
Chapter 61 Digital Base Camp: Create a Great Web Site
Chapter 62 Search Engine Marketing (SEM) and Optimization
Chapter 63 Online Advertising
Chapter 64 Email Marketing
Chapter 65 Mobility Marketing
Chapter 66 Social Media: Build Your Brand and Connect with Customers
Chapter 67 What We Know So Far: Surprising Statistics
Chapter 68 Measuring the Effectiveness of Social Media
Chapter 69 Social Media Networks
Chapter 70 The Blogosphere
Chapter 71 Social Media Strategy and Planning Guide
Chapter 72 Word of Mouth: Viral Marketing and Buzz
Chapter 73 Public Relations
Part II Create a Tactical Plan with Execution Built-In
Chapter 74 Make Marketing Measurable
Chapter 75 Implementation Calendar and Budget
Chapter 76 The Problem with Marketing
Chapter 77 Asset-Based Marketing Measurement
Chapter 78 Evaluate: What Is Measured Improves
Chapter 79 ROI Optimizer™: Increase the Effectiveness of How Marketing
Chapter 80 The Balanced Scorecard
Chapter 81 The Art and Science of Execution
Chapter 82 Real-Time Marketing Planning
Chapter 83 Create a Culture of Execution
Chapter 84 Now It’s Up to You
Appendix
Index
SOCIAL NETWORKING FOR BUSINESS
About the Author
Chapter 1 Social Computing on the Ascent
Chapter 2 Sharing a Social Experience
Chapter 3 Leadership in Social Environments
Chapter 4 Social Tasks: Collaborating on Ideas
Chapter 5 Social Tasks: Creating and Managing Information
Chapter 6 Social Ecosystems and Domains
Chapter 7 Building a Social Culture
Chapter 8 Engaging and Encouraging Members
Chapter 9 Community and Social Experience Management
Chapter 10 Measuring Social Environments
Chapter 11 Social Computing Value
Index
MARKETING IN THE MOMENT
Introduction
1 The Mindset Shift: From Web 2.0 to Web 3.0
2 Are You Ready for Web 3.0 Marketing?
3 Content Marketing: Understanding and Capitalizing on the Drastic Shift Taking Place
4 Mobile Marketing: Tapping into Billions of Cellphone Users
5 Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe
6 Video Marketing: Taking Video to the Next Level
7 Web Applications: How to Effectively Use Apps in Your Marketing
8 Open-Source Code: How to Find and Use Others’ Hard Work for Maximum Impact
9 Collaboration: Connecting and Sharing Data at Lightning-Speed Paces
10 Web 3.0 Companies
11 Your Action Plan: Putting It All Together and Taking Action
Conclusion: The Art of Giving Back
Index
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