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Improve Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growth

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Improve Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growth

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Description

  • Copyright 2008
  • Dimensions: 6x9
  • Pages: 256
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-233159-4
  • ISBN-13: 978-0-13-233159-3
  • eBook (Watermarked)
  • ISBN-10: 0-13-236543-X
  • ISBN-13: 978-0-13-236543-7

“Marketing is part art and part science. The ‘art era’ was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.”

–ARTURO MASSA

Leading Global Marketing Executive, Fortune 500 Company

How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value:

  • Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more
  • New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette
  • How to create a marketing culture of accountability, and empower change throughout your organization
  • Indispensable reading for every marketing leader, manager, and business strategist

For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results.

Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.

Extras

Author's Site

Visit the author's website at www.whartonimproveyourmarketing.com.

Sample Content

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Improve Your Marketing to Grow Your Business

Sample Pages

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Table of Contents

Acknowledgments ....................................................................................xi

About the Author ..................................................................................xiii

Foreword ....................................................................................................xv

Preface ......................................................................................................xvii

Introduction..............................................................................................xix

Part I Foundation Principles and Building Blocks

of the New Marketing Capability ................................................1

Chapter 1 Open Your Mind to the New Marketing ..................................3

Growth Is Now Priority One ..................................................................3

What’s New: The Trends That Are Reshaping Marketing................4

The Marketing-Led Growth Model ........................................................9

From Function to Core Capability: The Role of Marketing

Redefined ..................................................................................................10

Drive Top-Line Revenue Growth by Building Brand Equity ........12

Brand Building Is the Wisest Investment for

Sustainable Growth..................................................................................12

This Is Not Your Father’s Brand Building..........................................13

Growth as a Process Captured in Marketing Software ....................14

Summary ....................................................................................................16

Chapter 2 Four Principles Supporting the New

Marketing Capability........................................................................17

Reorient So That Customers Are the Drivers of Marketing,

Not the Target ..........................................................................................18

Reengineer Your Marketing Processes ................................................22

Rethink Your Marketing Organization ..............................................25

Redesign Your Marketing Technology: Enterprise

Systems Rather Than Point Solutions..................................................26

Summary ....................................................................................................30

Chapter 3 Building Blocks of the New Marketing Capability............31

What Is an Insight, and Why Is It Important? ................................31

Moments of Truth ....................................................................................32

Insights Generation as a Process ..........................................................34

Knowledge Management ........................................................................34

Insights-Generation Tools ......................................................................35

Value Proposition ....................................................................................38

Financial Pro Forma ................................................................................38

Summary ....................................................................................................39

Chapter 4 Translating Insights into Innovation

for Brand Financial Growth ..........................................................41

Cheryl Perkins ..........................................................................................47

Summary ....................................................................................................57

Chapter 5 Measuring Consumer Engagement ..........................................59

A New Industry Standard of Measuring Effectiveness and

Efficiency of Customer Engagement ....................................................62

Summary ....................................................................................................68

Part II Dispatches from the Leading Edge of

the New Marketing............................................................................69

Chapter 6 Integration of Technology and Marketing..............................71

From Backwater to Mainstream: Why IT Hasn’t Served

Marketing Well to Date..........................................................................72

Transforming a Financial Services Brand with a

New Marketing and Technology Platform..........................................78

Jim Garrity and Bob DeAngelis ..........................................................81

Chapter 7 Open Innovation and New Product Development

Through Communities of Practice..............................................89

Larry Huston ............................................................................................90

Bill Veltrop................................................................................................97

Chapter 8 Brand Building Through Global Brand Growth..................99

“The Globalization of Jack” ................................................................101

Mike Keyes..............................................................................................102

Chapter 9 Growth Through Brand Portfolio and

Risk Management............................................................................113

The Mission of the Brown-Forman Portfolio ..................................114

Super-Premium Margins: The Key to Portfolio Management ........115

The Portfolio Return on Investment from Brand Renovation ........116

The Scientific Method of Resource Allocation ................................117

Case in Point: Jack Daniel’s in China ................................................118

The Role of Leadership: Owsley Brown and Resource

Allocation Modeling..............................................................................120

Brand Value ............................................................................................121

Business Process and Technology Are Key to

Brand-Building Success ........................................................................122

The Role of the Marketing Function ................................................123

Chapter 10 Insights-Led Brand Building in Technology........................125

Peter Boland............................................................................................127

Summary..................................................................................................137

Chapter 11 Marketing Knowledge Centers..................................................139

What Is a Marketing Knowledge Center?........................................140

An MKC Can Help Solve Problems ..................................................141

What Is the Value of an MKC? ..........................................................142

Four Types of Marketing Knowledge ................................................142

How to Best Manage Knowledge ......................................................143

Focus: Gillette Global Marketing Resource Center........................145

Marci Sapers ............................................................................................145

Chapter 12 The New CMO ................................................................................153

The Marketing and IT Functions Merge: Chief

Marketing Officer ..................................................................................153

Focus on Hyatt: Tom O’Toole ............................................................156

Part III How to Get It Done ........................................................................167

Chapter 13 Managing Information ..................................................................169

Streaming Marketing Information to Be Agile ..............................170

Collaboration and Continuous Improvement ..................................173

Knowledge and Information as Input................................................175

The Role of Technology in Facilitating the Capitalization

of Knowledge..........................................................................................176

Summary..................................................................................................178

Chapter 14 Metrics and Building the Culture of Accountability ......179

The Culture of Accountability ............................................................181

The Attitude of Accountability ..........................................................181

For What Should Marketing Be Accountable?................................183

Measuring Marketing Results for ROI..............................................185

The Correlation Between Attitudes and Behavior

Has Been Proven ....................................................................................186

How We Can Track Marketing’s Effect on Attitudes

and Behavior ..........................................................................................187

New Technologies for Marketing Accountability ..........................187

Putting the New Marketing Accountability to Work ..................189

Influence Each Touch Point to Improve ROI ..................................190

Summary..................................................................................................192

Chapter 15 Communities of Practice for Consumer Connection

and Open Innovation ....................................................................193

Larry Huston, COP Defined................................................................194

Partnership with the Consumer ..........................................................196

The Power of Cross-Functional Teams and COPs ..........................196

Mike Keyes, Communities of Practice: Taking Lynchburg

on the Road ............................................................................................198

Building a Value Network ..................................................................199

Preserve Peasant Wisdom, Yet Break Down Walls ........................199

Mike Keyes, Rural Images ..................................................................200

The More Knowledge You Have, the More You Realize

How Much More You Need to Know ..............................................200

Summary..................................................................................................200

Chapter 16 Empowering Change from the Top Down ..........................201

Tom Falk..................................................................................................202

Push Growth Boundaries Beyond Traditional Limits ....................203

Create the Ability to Develop and Apply Insights ........................205

Apply Positive Risk Management......................................................209

Get the Insights to Market Quickly ..................................................210

Leading the Way to Breakthrough Growth......................................211

Preface

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Foreword

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Introduction

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Updates

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