The accidental marketer : power tools for people who find themselves in marketing roles / Tom Spitale, Mary Abbazia.

Format:

Book

Author/Creator:

Spitale, Tom, author.

Abbazia, Mary, author.

Language:

English

Subjects (All):

Customer relations.

Marketing--Management.

Marketing.

Relationship marketing.

Strategic planning.

Physical Description:

1 online resource (240 p.)

Edition:

1st ed.

Place of Publication:

2014.

Hoboken, New Jersey : John Wiley & Sons, 2014.

Language Note:

English

Summary:

A practical guide for inexperienced marketers who have to develop a marketing strategy With technology being built into products of all kinds, many businesses are hiring scientists, engineers, and designers to fulfill strategic marketing and product management roles. The Accidental Marketer is a practical guide for employees who are now responsible for developing strategy. These marketers will be able to immediately and successfully apply the ten tools featured in the book to create powerful strategies that increase sales and profits for any product in any industry.

Contents:

The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles; Copyright; Contents; Preface; Are You an Accidental Marketer?; What about Experienced Marketers?; How This Book Can Help Accidental Marketers; Why This Book Is Even More Applicable to Business-to-Business Accidental Marketers; How to Use This Book; Have Fun and Enjoy Yourself-You Just Might Find You Have a Passion for Marketing; Acknowledgments; Chapter 1: Who Moved My . . . Customer? The Simple Concept behind Dell's Success in the PC Market

A Tool to Detect Shifts in Decision-Making Power before Your Competitors DoThe Roots of an Industry Revolution; The Big Guys Get Blinded by theCustomer Status Quo; You Can Assess Changing Influence Now-or Risk Losing to a Competitor Who Does; Dell Capitalizes on a Power Shift; Dell Tests the Retail Channel but Pulls Back; Dell's Preparation Meets aHuge Opportunity: BeyondNerds and Scientists; Dell.com Completes the David versus Goliath Story; The Simple Secret to Dell's Marketing Success

Chapter 2: The Fountain from Which Great Marketing Flows: How Holiday Inn Express InspiredPrice-Conscious Travelers to Pay Moreand Other Stories of InsightTurning Data into Insight Requires Skill and Persistence; Does the Commonly Accepted Benefits (CAB)-bage Trap Exist in Your Industry?; Spoken Needs, Latent Wants, Psychosocial Values, and Other Confusing Concepts Simplified; Attributes Can Be Helpful, Sort Of . . .; Benefits Sought and the "Help Me to . . ." Insight Technique; Customer Values Are Often Unspoken and Can Explain Strange Customer Behaviors

Inquire Broadly When Searching for Values in a Business-to-Business-to-Consumer SituationClimbing the Ladder with Skin Cream; One Good Insight Strategy after Another: The History of Listerine; Finding the Insight in a Leisurely Trip to the Bookstore; Holiday Inn Express "Ladders Up" and Finds the Unspoken Motivation for Being a Cheapskate; Chapter 3: Are You Making Lukewarm Tea?: How a Medical Diagnostics MarketerBlew Up Its "Average" Product andGot a Positive Result; Capitalizing on Differences in Customer Needs Is a Big Opportunity; Segmentation Is Not Merely a Consumer Marketing Concept

A Pregnancy Test Yields Unwelcome News for a Group of B2B Marketing ExpertsNeeds-Based Segmentation Is about Much More Than Just Finding Niches; The Lukewarm Tea Syndrome; Segmentation Dimensions: Time to Pause and Reflect; The Eureka Moment: Finding Customer-Defined, Insightful, Actionable, Practical, Why-Based Segments; Using Occam's Razor to Select the Best Approach to Segmentation; Getting Segmentation Right Makes Treating Different Customers Differently Much Easier; Radically Different Offerings-without Changing the Core Product

A Positive Result with Both Segments: Quidel's Customers Vote with Their Pocketbooks

Notes:

Includes index.

Description based on online resource; title from PDF title page (ebrary, viewed March 18, 2014).

ISBN:

9781118797396

1118797396

9781118797433

1118797434