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

Format:

Book

Author/Creator:

Reece, Monique, Author.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Telemarketing.

Strategic planning.

Physical Description:

1 online resource (xxxii, 372 p.) : ill.

Edition:

1st edition

Place of Publication:

[Place of publication not identified] FT Press 2010

Language Note:

English

System Details:

text file

Summary:

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, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution as part of day-to-day operations… how to clarify your company’s purpose, value to customers, and most attractive opportunities… how to fix problems in sales and marketing that have persisted for decades, and finally measure the real value of marketing… how to combine the best traditional marketing techniques with the latest best practices for using social media… how to systematically and continually improve customer experience and lifetime value. Reece’s techniques have been proven with hundreds of companies over the past two decades – companies ranging from startups to intrapreneurial divisions of the world’s largest Fortune 500 firms. They work – and with her guidance, they will work for you, too.

Contents:

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

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

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.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786612565151

9780137081356

0137081359

9781282565159

128256515X

9780137081349

0137081340

OCLC:

1027195702