Real-time marketing for business growth : how to use social media, measure marketing, and create a culture of execution

In this book, one of the world’s leading business consultants offers you a complete blueprint for igniting profitable, sustainable growth in your company. Monique Reece introduces the proven, start-to-finish “PRAISE” process that builds growth through six interrelated steps: Purpose, Research, Analy...

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Detalles Bibliográficos
Otros Autores:	Reece, Monique Author (author)
Formato:	Libro electrónico
Idioma:	Inglés
Publicado:	[Place of publication not identified] FT Press 2010
Edición:	1st edition
Materias:	Marketing > Management Telemarketing Strategic planning Commerce Marketing & Sales Business & Economics
Ver en Biblioteca Universitat Ramon Llull:	https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629014406719

Tabla de Contenidos:

Cover
Contents
Foreword
Introduction
Section I Purpose Define Your Purpose
Chapter 1 What Is Purpose and Why Is It Important?
Purpose-Driven Companies Make Higher Profits
Create Raving Fans
When Employees Leave at Night, So Does Your Business
Company Purpose: Intentional or Dysfunctional?
Chapter 2 A Mission Statement Answers "Why Do We Exist?"
Does Your Mission Statement Inspire?
Chapter 3 Create a Compelling Vision
Tell a Story
Chapter 4 Core Values Drive Behavior
Make It Personal
Chapter 5 The "C" Word
What Do Pizza and Shoes Have in Common?
Committable Core Values
Zappos Core Values
Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture
How The Ritz-Carlton Mystique Works
What Can 15 Minutes a Day Do for Your Company?
The Transformation to Passionate Advocacy
Chapter 7 Defining Core Values
Defining Corporate Values
Chapter 8 Game Changers
Purpose-Driven Companies Are More Profitable
New Belgium Brewing: Passionate About Purpose, People, Sustainabilty, and of Course, Beer
A Strong Internal Brand Equals a Powerful External Brand
Chapter 9 Do What You Love and the Money Will Follow
A New Wave of Entrepreneurship
Chapter 10 Measurable Goals Drive Success
The Balanced Scorecard Goal Framework
Goal Categories
Chapter 11 Situation Analysis and SWOT Analysis
Situation Analysis
SWOT Analysis
Summary
P R A I S E Marketing Process
Summary Section I
Section II Research Market Opportunity
Chapter 12 The Biggest Mistake Entrepreneurs Make
Know What You Don't Know
Chapter 13 A Micro to Macro Process
Goals of a Research Plan
Chapter 14 Micro Perspective: Focus on High-Value Customers
The Most Powerful (and Easiest) Way to Improve Profitability
Existing Customer Analysis and Segmentation.
Chapter 15 Love Your Loyal Customers
How Do You Measure Loyalty?
Measure Customer Profitability and CLV
Building Customer Loyalty
Measure Customer Delight, Not Satisfaction
Net Promoter Score
Intuit How the Best Get Better
Chapter 16 1:1 Marketing: Treat Different Customers Differently
Make Customers the Center of Your Universe
Chapter 17 Marketing's Secret Weapon
Tips to Create a Customer-Centric Culture
Chapter 18 Create Unique Customer Experiences
Customers for Life
Chapter 19 Customer Experience: The Dark Side
Customer Experience: The Dark Side
Why Consumers Are Skeptical
Live By the Golden Rule
Customer Service Gone Bad
Chapter 20 Why Do Customers Buy?
Why People Buy
Action
Chapter 21 Real-Time Customer Research
Chapter 22 Macro Perspective: Get the Big Picture
Market Segmentation and Target Marketing
Identifying Target Market Segments
Business-to-Business (B2B) Target Markets
Chapter 23 Market Segmentation for the Twenty-First Century
Why Is Your Product or Service Hired?
Chapter 24 Zeroing in on Consumer Target Markets
Chapter 25 Forecasting Demand
Forecasting Believable and Realistic Demand (Not What You Think a VC Wants to See)
Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer
Observe and Learn
Competitive Information Sources
Chapter 27 Anticipate the Unexpected: Research Macro-Environmental Factors
Macro-Environmental Factors
Seize Advantage in a Downturn
Summarize the Secondary Research Plan
Chapter 28 Get Smart: Talk to Your Customers
Developing Your Primary Research Plan
Tips for Creating a Customer Survey
Online Survey Tools
Chapter 29 Social Media and Online Tools Enable Real-Time Research
News Aggregators
Using Social Media for Real-Time Research
Social Networking and Bookmarking.
Tools and Gadgets
Blogs
Analysts Track Trends and Make Sense of Them
P R A I S E
Marketing Process
Summary: Section II
Section III: Analyze: Growth and Profit Potential
Chapter 30 Business Expansion: Vulnerable or Poised for Growth?
Complementary Products and Services
Chapter 31 Substitute Products and Services
Chapter 32 Disrupt and Innovate
Finding New Value
Finding New Value: Part I
Chapter 33 Finding New Value: Part Deux
Broaden the Buyers
Create Customer Experiences
Tap into Trends
Distinctive Delivery
Imagine and Innovate
Finding New Value: Part II
Summary:
Chapter 34 Pricing Strategy and Objectives
Mapping Customer Value to Pricing Strategy
Training Industry Example
Chapter 35 Analyze Price and Profitability by Product and Service
Revenue/Cost Analysis
Worksheet
Chapter 36 Distribution and Channel Sales Strategy
Choose the Right Channels
Channel Considerations
Chapter 37 Formula for Success: Real-Time Channel Development
Real-Time Channel Development
Chapter 38 Analyzing and Selecting Channels
Avoid Channel Conflict
Channel Checklist: Devil's in the Details
Chapter 39 Strategic Alliances and Partnerships
Strategic Alliance and Partnership Success Factors
Channel Mapping
P R A I S E
Marketing Process
Summary: Section III
Section IV: Strategize: Growth Opportunities
Chapter 40 What Is Strategy?
Strategy Process
Chapter 41 A Framework and Process for Strategy Development
Chapter 42 Target Market Strategies
Rich, Niche Markets
Mass Market Penetration
Attract Early Adopters, Maximize Profits
Market Penetration Strategy Requires Innovation
Chapter 43 Positioning Strategy
Types of Positioning
Create a Positioning Statement
Chapter 44 What Is Your Brand Worth?
Personify Your Brand.
Chapter 45 Design Your Brand Personality and Essence
Chapter 46 Customer Strategies
Customer Loyalty Objectives and Strategies
Chapter 47 Listen and Respond
Emotion Is Viral
Chapter 48 Customers Are Your Best Advisors
Chapter 49 Customers Are Cocreaters
The 1 Million Prize
Customer Engagement: A New Business Model
Chapter 50 Product and Service Strategy
Product Life Cycle Stages
Are You a Pioneer or a Follower?
Chapter 51 Product Differentiation
Design with a Purpose
Chapter 52 Competitive Strategies
Pick Your Battle Position
The Downside of Winning
Chapter 53 Growth Strategies
Acquisition
Strategic Alliances and Partnerships
New Distribution Channels
New Markets
New Customers
New Products
Chapter 54 Innovation Strategies
Innovation Models
Chapter 55 The Long Tail
New Revenue Streams and Business Models
Chapter 56 Nurture a Culture of Innovation
Three Versus Drive Innovation and Growth
Chapter 57 Sales Strategy and Plan
Sales Strategy and Plan
Chapter 58 Marketing Objectives Drive Strategy
Chapter 59 The Art and Science of Developing Strategy
Strategy Integration
A Final Word
P · R · A · I · S · E™ Marketing Process
Summary: Section IV
Section V: Implement: Traditional and New Media
Chapter 60 The State of Marketing
Changes in Latitudes, Changes in Attitudes
Facts, Stats, and Key Trends
Key Trends Driving Marketing
Part I: Social Media, Digital Media, and Personal Communication Tactics
Chapter 61 Digital Base Camp: Create a Great Web Site
Design for User Experience
Make Your Web Site Interactive and Targeted
Integrated Technologies Deliver Better Customer Service
Provide Value For Free
Chapter 62 Search Engine Marketing (SEM) and Optimization
Optimize Your Web Site
Chapter 63 Online Advertising.
Display Advertising
Sponsorships and Affiliate Advertising
Ad Exchanges
Chapter 64 Email Marketing
Chapter 65 Mobility Marketing
Widgets, Gadgets, and Mobile Applications
A Growing Tidal Wave of Opportunity
How Companies Use Mobile Phones to Drive Business
Chapter 66 Social Media: Build Your Brand and Connect with Customers
A Shift of Power
The Real Value of Social Media
Social Media Principles
Chapter 67 What We Know So Far: Surprising Statistics
Business Results from Social Media
Chapter 68 Measuring the Effectiveness of Social Media
Operationalize Social Media
Chapter 69 Social Media Networks
LinkedIn
Facebook
Twitter
Social Bookmarking Sites
Chapter 70 The Blogosphere
Getting Started
Chapter 71 Social Media Strategy and Planning Guide
Social Media Strategy
Chapter 72 Word of Mouth: Viral Marketing and Buzz
Stunts and Pranksters
Historical Milestone
Chapter 73 Public Relations
What's New, Who Cares?
The Mechanics
Part II: Create a Tactical Plan with Execution Built-In
Marketing and Sales Program ROI Analysis
Chapter 74 Make Marketing Measurable
Individual Tactics Description
Chapter 75 Implementation Calendar and Budget
Implement
Summary: Section V
Section VI: Execute and Evaluate: Create a Culture of Execution
Chapter 76 The Problem with Marketing
How to Fix the Biggest Problems in Sales and Marketing
Chapter 77 Asset-Based Marketing Measurement
Holistic Marketing Measurement
Key Performance Measures
Chapter 78 Evaluate: What Is Measured Improves
Purpose
Research
Analyze
Implement
Strategize
Evaluate and Execute
Chapter 79 ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured
ROI Optimizer™ Process
Top-Down and Bottom-Up Analysis
Demand Chain Optimization.
Chapter 80 The Balanced Scorecard.

Real-time marketing for business growth : how to use social media, measure marketing, and create a culture of execution

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