Ready, launch, brand the lean marketing guide for startups
"A powerful and urgent introduction to lean marketing and the magic of getting it right." -- Seth Godin, author, This is Marketing You may be familiar with the Silicon Valley expression about the iterative approach to software development, "We're learning to fly the plane while w...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Milton :
Productivity Press
2021.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009672598806719 |
Tabla de Contenidos:
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Acknowledgments
- Introduction: Are You Ready to Take Over the World?
- Chapter 1: If You Ask the Wrong Question, the Answer Doesn't Matter
- Who Are You?
- Advice to Founders
- The Odds of Startup Success
- Do You Have An Ugly Baby?
- The Right Product
- The Wrong Customer
- Core Value Exercise
- Chapter 2: The Nike Syndrome
- Advice to Founders
- We're Not Nike
- It Took Nike Nearly Twenty Years to Become Nike
- Value Proposition Exercise
- Chapter 3: The Gold Standard: Word-of-Mouth
- Advice to Founders
- Getting Ready for Growth
- Marketing Is Not a One-Size-Fits-All
- Word-of-Mouth Is Not Marketing
- Social Media is Not Child's Play
- The ROI of Marketing
- Empathy Map Exercise
- Chapter 4: A Rose by Any Other Name ...
- Advice to Founders
- Be Memorable
- Logo Is Shorthand for Your Brand
- Brand Loyalty Starts With the Right Name
- Great Names: Great Brands
- Naming Exercise
- Chapter 5: Is Your Homepage Helping Your Brand Cut Through the Noise?
- Advice to Founders
- Your Website Is a Critical Marketing Tool
- Cutting Through the Noise
- Your Brand's Front Door
- Messaging Exercise
- Chapter 6: The New Age of Commerce
- Advice to Founders
- Epilogue
- Welcome to the New Age of Commerce
- Think Like a Millennial
- Don't Sell Me
- Help Me Discover
- Social Media Exercise
- Chapter 7: Is Your Story Button On?
- Advice to Founders
- The Art of Storytelling
- Customer Engagement
- Good Stories Build Good Brands
- Elevator Pitch Exercise
- Chapter 8: The Future Is Entrepreneurial
- Student Founder: Ethan Bresnahan, Boost Linguistics
- The Lone Genius Myth
- Chapter 9: Conclusion: Show Me the Money
- Lean Marketing
- Marketing ROI
- Measuring Marketing ROI
- The Bottom Line on Lean Marketing
- Index.
