Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions and propensities to spend, in order to target buyers in more sophisticated ways, where all communications are targeted and relevant to each individual recipient. Drawing on case studies from companies such as fiat, identify and capitalize on many of the concepts of precision marketing, Precision Marketing shows how today's leading performers are beginning to recognize, Tesco and ING, Amazon, to set themselves apart and reach a whole new level of growth.
Marketers around the globe are recognizing that increasing customization and precision is critical to their commercial success. Precision marketing will help you to develop the perspectives, capabilities and skills necessary to deliver these more powerful marketing results.
Customer Centricity: Focus on the Right Customers for Strategic Advantage Wharton Executive Essentials
Inspired by wharton’s executive Education program, each book is authored by globally renowned faculty and filled with real-life business examples and actionable advice. A powerful call to action, and customer lifetime valuenot all customers are creATED EQUALDespite what the tired old adage says, Customer Centricity upends some of our most fundamental beliefs about customer service, customer relationship management, the customer is not always right.
He provides insights to help you understand:why customer centricity is the new model for success and product centricity must be ushered outhow the ideas of brand equity and customer equity help us understand what kinds of companies naturally lend themselves to the customer-centric model and which ones don’tWhy the traditional models for determining the value of individual customers are flawedHow executives can use customer lifetime value CLV and other customer-centric data to make smarter decisions about their companiesHow the well-intended idea of customer relationship management CRM lost its way—and how your company can properly put CRM to useCustomer Centricity will help you realign your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term.
Wharton executive essentials guides offer a quick-reading, penetrating, and comprehensive summary of the knowledge leaders need to excel in today’s competitive business environment and capture tomorrow’s opportunities. Also available: once fader convinces you of the value of customer centricity in this book, with Sarah Toms, The Customer Centricity Playbook, will show you where to get started.
. Not all customers deserve your best efforts: In the world of customer centricity, there are good customers…and then there is pretty much everybody else. In customer centricity, wharton professor Peter Fader, coauthor of the follow-up book The Customer Centricity Playbook, helps businesses radically rethink how they relate to customers.
Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Arthur M. Hughes, founder and vice president of the database Marketing Institute, Ltd, has been designing and maintaining marketing databases for Fortune 500 companies and others for the past 30 years. Providing the most current marketing theories and strategies for 15 years—now updated to cover digital platforms so you can expand your reach even further! Retaining all the advice, measure them, and strategies that has made it the go-to resource for marketers who take their craft seriously, social media, tips, Strategic Database Marketing now shows how to use marketing metrics, smart phones, e-mail, tactics, and predict the most profitable courses of action on Google, and other websites.
Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
Attract, engage, and inspire your customers with an "Optimize and Socialize" content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, public relations, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, and customer service.
Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online. Optimize provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: create a blueprint for integrated search, social media and content marketing strategy Determine which creative tactics will provide the best results for your company Implement search and social optimization holistically in the organization Measure the business value of optimized and socialized content marketing Develop guidelines, social media marketing, processes and training to scale online marketing success Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, and search engine optimization tactics.
The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media
However, employees must engage in public, real-time conversations. In addition, leaders must learn new ways of managing risk, while helping employees build and manage external relationships in real time. Achieving those outcomes requires new skills, governance, measurement, business processes, and infrastructure.
Now, in the most powerful brand on Earth, social business pioneers Chris Boudreaux and Susan Emerick help you successfully manage all these changes. Brands that thrive and profit from employee and customer empowerment generate significantly greater awareness and revenues, while also decreasing the costs of marketing, selling, and customer service.
And most people are not professional communicators. Drawing on their experience leading social media transformations at ibm and other top companies, and manage the development of key relationships -measure outcomes and performance in effective and useful ways -Resolve crucial security, they present frameworks and case studies from key innovators that show how to -Leverage the surprising dynamics of online influence -Plan, hire, participants, and other stakeholders -Empower the people and teams you attract, execute, privacy, and regulatory issues that arise when others represent you online -Gain crucial support from leaders, and support -Navigate cultural and process changes that will make or break your program -Preview trends that will shape your social empowerment programs in coming years .
Storytelling with Data: A Data Visualization Guide for Business Professionals
This book demonstrates how to go beyond conventional tools to reach the root of your data, informative, and how to use your data to create an engaging, compelling story. The lessons in this illuminative text are grounded in theory, but made accessible through numerous real-world examples—ready for immediate application to your next graph or presentation.
There is a story in your data—Storytelling with Data will give you the skills and power to tell it! Storytelling is not an inherent skill, especially when it comes to data visualization, and the tools at our disposal don't make it any easier. Rid your world of ineffective graphs, one exploding 3D pie chart at a time.
Don't simply show your data—tell a story with it! Storytelling with Data teaches you the fundamentals of data visualization and how to communicate effectively with data. Specifically, you'll learn how to: understand the importance of context and audience determine the appropriate type of graph for your situation Recognize and eliminate the clutter clouding your information Direct your audience's attention to the most important parts of your data Think like a designer and utilize concepts of design in data visualization Leverage the power of storytelling to help your message resonate with your audience Together, the lessons in this book will help you turn your data into high impact visual stories that stick with your audience.
You'll discover the power of storytelling and the way to make data a pivotal point in your story.
Marketing Strategy: A Decision-Focused Approach, 8th edition
It covers the concepts and theories of creating and implementing a marketing strategy and offers a focus on the strategic planning process and marketing’s cross/inter-functional relationships. Marketing strategy, 8e is a focused, succinct text which can be used on its own or packaged with a case book.
. The eighth edition helps students integrate what they have learned about analytical tools and the 4P’s of marketing within a broader framework of competitive strategy. This text distinguishes itself from competitors by maintaining a strong approach to strategic decision making. Four key and relevant trends that are sweeping the world of marketing theory and practice are integrated throughout this new edition.
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Named best marketing book of 2011 by the american marketing association how organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted.
Explains how to use data-driven marketing to deliver return on marketing investment romi in any organization in-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, Nisan, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, Philips, DuPont, those who properly use data to optimize their marketing are going to come out on top every time.
Based on new research from the kellogg school of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.
Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
Market innovation has long been dominated by the worldview of engineers and economists: build a better mousetrap and the world will take notice. The book demonstrates that the top consumer marketing companies are consistently poor at this type of innovation because they rely on an antithetic organization structure, what the authors term "the brand bureaucracy".
. They then demonstrate how the theory works as an actionable strategy model, drawing upon their consulting work. They show how cultural strategy takes start-up brands into themass market Fat Tire beer, effectively challenges a seemingly insurmountable incumbent FUSE music channel vs MTV, overcomes "better mousetraps" wars in a technology driven category ClearBlue pregnancy test, and develops a social innovation The Freelancers Union.
Holt and cameron also describe the best organizational model for pursuing this approach, which they term "the cultural studio". But there's another important way to build new businesses: with innovative ideologies rather than innovative mousetraps. Further many "better mousetraps" are much more compelling to consumerswhen bundled with innovative ideologies; consider BMW, Apple, and Whole Foods.
Cultural strategy provides a step-by-step guide for managers and entrepreneurs to build businesses in this simple but effective way. To succeed at cultural innovation requires not only a very different approach to strategy, but a new way of organizing as well. Consider coca-cola, corona, jack daniel's, Starbucks, Marlboro, Oprah, Nike, The Body Shop: all built with innovative ideologies.
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Having spent years as a startup executive with 16 product launches under her belt and a consultant who’s worked on dozens more, Dunford speaks with authority about breaking through the noise of a crowded market. Punctuated with witty anecdotes and compelling case studies, Dunford’s book is at once entertaining and illuminating.
Successfully connecting your product with consumers isn’t a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? april Dunford, positioning guru and tech exec, will enlighten you. Her new book, obviously awesome, shows you how to find your product’s “secret sauce”—and then sell that sauce to those who crave it.
You know your product is awesome—but does anybody else? Forget everything you thought you knew about positioning. Among the invaluable lessons you’ll learn are:- the five components of effective positioning- how to instantly connect an audience to your offering’s value- How to choose the best market for your products- How to use three distinct styles of positioning to your advantage- How to leverage market trends to help buyers understand why making a purchase is important right nowWhether you’re an entrepreneur, Dunford’s insights will help you find your awesome, marketer or salesperson struggling to bring inventive products to market, so that your customers can too.
Managing Organizational Behavior: What Great Managers Know and Do, 2nd edition
Its student-centric materials provide students with relevant cutting-edge research and applications through extensive case studies Manage What? situations and practical Tool Kits that bring OB and career success to real life. It covers all traditional OB topics but in a decision-oriented not just descriptive way.
It is expressly designed to reconcile student demands for relevance and application with instructor interests in rigor evidence and appropriate coverage of the discipline. Managing organizational behavior by Baldwin/Bommer/Rubin distinguishes itself from other OB texts by taking a carefully-balanced approach to OB.
It embraces the best ob models and evidence but engages students in how to use those models to improve their skill-sets and more successfully navigate organizational life.