- Browse
- » Real-time marketing for business growth: how to use social media, measure marketing, and create a culture of execution
Real-time marketing for business growth: how to use social media, measure marketing, and create a culture of execution
Author
Publisher
FT Press
Publication Date
c2010
Language
English
Description
Loading Description...
Table of Contents
From the Book
Purpose: Define Your Purpose
What is Purpose and Why is it Important?
A Mission Statement Answers "Why Do We Exist?"
Create a Compelling Vision
Core Values Drive Behavior
The "C" Word
How The Ritz-Carlton Creates and Sustains a High-Performance Culture
Defining Core Values
Game Changers
Do What You Love and the Money Will Follow
Measurable Goals Drive Success
Situation Analysis and SWOT Analysis
Research: Market Opportunity
The Biggest Mistake Entrepreneurs Make
A Micro to Macro Process
Micro Perspective: Focus on High-Value Customers
Love Your Loyal Customers
1:1 Marketing: Treat Different Customers Differently
Marketing's Secret Weapon
Create Unique Customer Experiences
Customer Experience: The Dark Side
Why Do Customers Buy?
Real-Time Customer Research
Macro Perspective: Get the Big Picture
Market Segmentation for the Twenty-First Century
Zeroing in on Consumer Target Markets
Forecasting Demand
Competition: Keep Your Friends Close and Your Enemies Closer
Anticipate the Unexpected: Research Macro-Environmental Factors
Get Smart: Talk to Your Customers
Social Media and Online Tools Enable Real-Time Research
Analyze: Growth and Profit Potential
Business Expansion: Vulnerable or Poised for Growth?
Substitute Products and Services
Disrupt and Innovate
Finding New Value: Part Deux
Pricing Strategy and Objectives
Analyze Price and Profitability by Product and Service
Distribution and Channel Sales Strategy
Formula for Success: Real-Time Channel Development
Analyzing and Selecting Channels
Strategic Alliances and Partnerships
Strategize: Growth Opportunities
What is Strategy?
A Framework and Process for Strategy Development
Target Market Strategies
Positioning Strategy
What is Your Brand Worth?
Design Your Brand Personality and Essence
Customer Strategies
Listen and Respond
Customers Are Your Best Advisors
Customers are Cocreators
Product and Service Strategy
Product Differentiation
Competitive Strategies
Growth Strategies
Innovation Strategies
The Long Tail
Nurture a Culture of Innovation
Sales Strategy and Plan
Marketing Objectives Drive Strategy
The Art and Science of Developing Strategy
Implement: Traditional and New Media
The State of Marketing Today
Social Media, Digital Media, and Personal Communication Tactics
Digital Base Camp: Create a Great Web Site
Search Engine Marketing (SEM) and Optimization
Online Advertising
Email Marketing
Mobility Marketing
Social Media: Build Your Brand and Connect with Customers
What We Know So Far: Surprising Statistics
Measuring the Effectiveness of Social Media
Social Media Networks
The Blogosphere
Social Media Strategy and Planning Guide
Word of Mouth: Viral Marketing and Buzz
Public Relations
Create a Tactical Plan with Execution Built-In
Make Marketing Measurable
Implementation Calendar and Budget
Execute and Evaluate: Create a Culture of Execution
The Problem with Marketing
Asset-Based Marketing Measurement
Evaluate: What Is Measured Improves
ROI Optimizer: Increase the Effectiveness of How Marketing is Measured
The Balanced Scorecard
The Art and Science of Execution
Real-Time Marketing Planning
Create a Culture of Execution
Now It's Up to You
Endnotes
Workshops and Training Programs
Real-Time Marketing for Business Growth Free Resources and Tools.
Excerpt
Loading Excerpt...
Author Notes
Loading Author Notes...
More Details
ISBN
9780137010103
9781282565159
9788131746806
9780137081363
128256515
9786612565151
9781282565159
9788131746806
9780137081363
128256515
9786612565151
Staff View
Loading Staff View.
