Authentic Marketing : How to Capture Hearts and Minds Through the Power of Purpose by
Engage on a deeper level by disrupting the typical business development script Authentic Marketing offers a forward-thinking approach to achieving an entirely new level of engagement with today's purpose-driven and skeptical audiences. The heart of this process involves finding the soul of your organization. When moral purpose becomes central to your organization, it can deliver benefits to both the bottom line and mankind: a profit meets purpose proposition. This path requires a reinvention of today's dated business model, abolishing the inefficient, siloed approach of developing a business strategy first and then later creating separate strategies for marketing, HR, manufacturing, R&D, etc. The new integrated model fuses a tight integration of business, technology innovation and engagement strategies, all of which are bound together by a company's moral purpose. When moral purpose is central to an organization's core, everything branches out from a place of authenticity. Rather than a siloed CSR effort, you develop employee and customer relationships based on real--not curated--connections with a brand's moral mission. You build true engagement, trust and evangelism. And, along the way, your customers will actually help to co-create your brand. This book shows you how to transform your business by putting moral purpose to work for your stakeholders and the planet. Embrace a new model that integrates business, technology innovation, and engagement strategies with moral purpose as the glue that binds them together Learn the key steps to find your moral purpose Discover how to engage audiences with a transparent, authentic marketing approach that forges powerful connections and builds trust. With a world of options at their fingertips, today's purpose-driven customers want a brand they can identify with and trust. Authentic Marketing shows you how to make your brand more human, more likeable, more genuine and guides you on how to connect with audiences on a moral level. This process will build a new level of engagement that will benefit both your long-term value and the world.
Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers by 
Extraordinary PR, Ordinary Budget : a strategy guide by
Low Cost, High Impact! Public relations is a make-or-break factor for all organizations, especially those that are small or mission driven. While it can be tempting to think that PR is a luxury only larger organizations can afford, PR expert Jennifer R. Farmer shows how her CCRR framework--being credible, creative, responsive, and relentless--is the silver bullet for even cash-strapped organizations. Farmer emphasizes that effective public relations is in fact an essential component of organizational development--people need to know about you for your organization to have maximum impact. Her CCRR framework leverages tools everyone has access to, from social media to brand transparency, and requires attentiveness more than money. Farmer shows you that, no matter how modest your budget, you can build a cost-effective communications strategy that will help you break through the noise in an information-overloaded world.
Frenemies: the epic disruption of the ad business (and everything else) by
An intimate and profound reckoning with the epic changes assaulting the global advertising and marketing business--the lifeblood of media as we know it--from the author of five national bestsellers. Advertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media. Complain about it though we might, and should, without it much of media and business would shrivel. The disruption has been late in coming, but just as it struck the music, newspaper, magazine, and book businesses, today advertising and marketing are under assault. Good-bye, Don Draper. A Mad Men world has turned into a Math Men (and women--though too few) world, as engineers seek to transform an instinctual art into a science. The old lions and their kingdoms reel from fear, however bravely they might roar. [This book] is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many 'frenemies,' a term whose ubiquitous use in this industry reveals the level of anxiety, as former allies become competitors, and accusations of kickbacks and corruption swirl. We meet the old guard, including Sir Martin Sorrell, the legendary head of WPP, the world's largest ad agency holding company; while others play nice with Facebook and Google, he rants, critics say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of GroupM, the most powerful media agency, but like all media agencies, it is staring into the headlights as ad buying is more and more done by machines and algorithms. We see the world from the vantage of its new stars, like Carolyn Everson, Facebook's head of sales. We visit other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them, becoming advertising and marketing's most potent frenemies. We also peer into the future, looking at what is replacing traditional advertising. And throughout WC follow the industry's Dolly Levi, its peerless matchmaker, Michael Kassan, whose MediaLink company connects all these players together as he serves as the industry's foremost power broker. Frenemies is essential reading, not simply because of what it says about this world, but because of the potential consequences: to the survival of media that depends on the money generated by advertising and marketing; to free television that would not be free without ads; to companies that would perish without a way to tell consumers of their products or sales; and to consumers who would be blind to new products.
Get Smarter Marketing : The Small Business Owner's Guide to Building a Savvy Business by
“Every business owner should read this book—there are practical gems for all” (Rodney Young, Managing Director, Masters and Young Pty Ltd). Want to connect with more customers who want what you’re offering? Marketing can be confusing for business owners, but a well-thought-out marketing effort can rocket your small business out of a rut. That’s why Jill Brennan, an expert with more than twenty years of experience, created this clear and concise guide to small business marketing. * Find Your Big Picture * Develop Your Business Identity * Know Your Customers * Make Your Marketing Repeatable and Scalable * and more With Get Smarter Marketing, you can follow a simple, yet powerful, step-by-step framework for connecting with existing customers—and attracting new ones.
How to Get Inside Someone's Mind and Stay There by
Exploring and demystifying content marketing and providing proven and practical strategies for promotion and profit, How to Get Inside Someone's Mind and Stay There is for business owners, managers, and anyone with a need to market a product, a service, or even themselves! In this book, you will learn: how to identify your ideal customer; how to identify and create your key marketing messages; the right way to be remembered; and how to write for impact, engagement, and action.
Lead Generation for Dummies® by
Learn how to get your message heard above the online noise The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies for inbound and outbound marketing tactics that will generate leads in today's market. You'll learn the basics of lead generation, inbound and outbound marketing, lead nurturing, ways to track ROI, and how to score leads to know when one is "hot". Follow the steps to create your own personalized lead generation plan and learn how to sidestep common pitfalls. Lead generation involves a strategy for generating consumer interest and inquiry into your product as well as a process for nurturing those leads until each is ready to buy Techniques include content marketing through websites, blogs, social media, and SEO as well as outbound marketing strategies such as e-mail, PPC ads, content syndication, direct mail, and events This book explores the basics of lead generation, inbound and outbound marketing, lead nurturing, tracking ROI on campaigns, lead scoring techniques, and ways to avoid many common pitfalls Provides steps you can follow to create your own personalized lead generation plan Lead Generation For Dummies is the extra edge you need to compete in today's technologically enhanced marketplace.
Managing Intellectual Property in the Advertising Industry - Creative Industries - Booklet No. 5 by 
Marketing Navigation: How to keep your marketing plan on course to implementation success by
Billions of dollars are lost every year from marketing plans that fail to get implemented properly. The risks around implementation are high and the challenges are many. This book draws upon fresh research, new technology and decades of experience to help marketers improve their chances of success. The authors propose a practical marketing navigation system to help all businesses ensure their plan identifies the implementation risks and remains on course to deliver its targets. The book is packed with examples from organizations of every size, from both manufacturing and service sectors, and from around the world. They show the variety of challenges experienced and the lessons we can all learn about how those challenges were overcome. They demonstrate: • tried-and-tested ideas from other professions that you can import and adapt easily for your implementation purposes • how you can use your existing marketing skills in new ways to sell your plan internally • a simple but powerful tool that you can use to help ensure your plan is always on course and on schedule. It will become your steering wheel and GPS for the journey ahead. The book will be essential reading for marketing managers and strategists, trainers and anyone doing executive courses in the field. For professionals and students alike it will help the process of developing your thinking from marketing management to full scale marketing strategy implementation. Edmund Bradford is a serial entrepreneur who has co-founded successful consultancies in strategic marketing and key account management. He is also a Director and co-founder of Market2win Ltd which produces simulation games to teach students and executives about strategy. He has been involved with implementing strategic initiatives around the world for over 20 years, acting as both a consultant and senior executive to companies such as Brussels Airlines, Compass Group, GlaxoSmithKline, Jones Lang LaSalle, Parker Hannifin Corporation, United Utilities and a host of small enterprises. Steve Erickson Vice President Strategic Marketing for Parker Hannifin Corporation, a $13 billion global diversified manufacturer headquartered in Cleveland, Ohio. Parker’s many motion and control technologies are used in thousands of applications for a wide variety of machines such as the F-22 Raptor, earthmoving equipment, ships, factory automation and air conditioning. Steve has global responsibility for developing and supporting Parker's strategic marketing process in the areas of market intelligence, business intelligence and economic intelligence.
Measuring Marketing : The 100+ Essential Metrics Every Marketer Needs by
The demands of a more dynamic, globalized business world have led to sophisticated methods for quantifying marketing success. This informative guide defines and explains the use of more than 110 key marketing metrics for the success of your business. In eleven focused sections, this resource makes otherwise complex topics understandable. Written for marketing professionals accountable for measurable results as well as senior executives who need a firm understanding of marketing's impact on a business or product line, it clearly explains the metrics that you can use to measure marketing. Along the way, you'll be introduced to a variety of important analytical tools, from brand, customer, and sales metrics to advertising, price, and distributions metrics. And with the addition of new examples and metrics--including significant updates to the online/digital/social area-- Measuring Marketing, Third Edition will put you in a better position to excel at this difficult endeavor.
No B.S. Direct Marketing : The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing for Non-Direct Marketing Businesses by
Dan S. Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing masterplan delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants—all phenomenally successful at borrowing direct marketing strategies from the world of online sales, infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales.
One Hour Marketing : the entrepreneur's guide to simple, effective marketing by
“Communicates very complicated ideas in a very simple manner” (Jay Conrad Levinson, author of Guerrilla Marketing). Who says marketing has to takes weeks or months—or even hours—to plan and execute? All you need is sixty minutes, an open mind, and One Hour Marketing. If you’ve been running your business on empty because marketing seemed too confusing, too difficult, or too time-consuming, relax. One Hour Marketing tells you what you need to know to make your marketing work—fast! In a book you can read in one hour, Herman Pool shows you why marketing works, and how you can build a plan in an hour, then execute it without huge time commitments. Read this book and you will: * learn what steps to take to make your marketing work * discover how to identify your ideal target market to make sales easier * build an actionable marketing plan quickly * understand the essential methods and tools you need to succeed You’ll even learn the secrets to getting the work done—without having to do the work yourself.
60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals by
Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." --Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." --Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" --Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." --Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.
Social Media Marketing All-In-One for Dummies by
The bestselling social media marketing book Marketing your business through social media isn't an option these days--it's absolutely imperative. In this new edition of the bestselling Social Media Marketing All-in-One For Dummies, you'll get comprehensive, expert guidance on how to use the latest social media platforms to promote your business, reach customers, and thrive in the global marketplace. Social media continues to evolve at breakneck speed, and with the help of this guide, you'll discover how to devise and maintain a successful social media strategy, use the latest tactics for reaching your customers, and utilize data to make adjustments to future campaigns and activities. Plus, you'll find out how to apply the marketing savvy you already have to the social media your prospects are using, helping you to reach--and keep--more customers, make more sales, and boost your bottom line. Includes the latest changes to Facebook, Twitter, Pinterest, LinkedIn, YouTube, and more Offers tips for engaging your community and measuring your efforts Explains how to blend social media with your other online and offline marketing efforts Shows you how to leverage data to learn more about your community Don't get left behind! Let this book help you get the most from every minute and dollar you spend on marketing.
Technical Marketing Communication : A Guide to Writing, Design, and Delivery by
Toothpaste . . . disposable razors . . . security systems . . . farm equipment. Those products have one thing in common. Their marketing messages emphasize technical features to drive sales. This book not only explains how technical product marketing is unique, but also how to write and design promotional materials using: The benefit of the benefit to tell a marketing story; 3 As every headline must achieve; 5 call-to-action options; Focal and emotional integration; Grids to design effective layouts; Icons, indexes, and symbols for images; And much more! After reading this book, you'll be prepared for every aspect of technical marketing-whether you want to oversee marketing creatives or earn extra money as a freelancer.
UnMarketing : everything has changed and nothing is different by
Stop marketing. Start UnMarketing. No one likes cold calls at dinnertime, junk mail overflowing your mailbox, and advertisements that interrupt your favorite shows. If this is "marketing," then the world would probably prefer whatever is the opposite of that. If you're ready to stop marketing and start engaging, then welcome to UnMarketing. The landscape of business-customer relationships is changing, and UnMarketing gives you innovative ways out of the old "Push and Pray" rut. Instead, draw the right customers to you through listening and engagement, enabling you to build trust and position yourself as their logical choice when they need you. This second edition includes new information on the rapidly changing marketing landscape, including details on targeted ads and search, Snapchat, brand engagement, and more"
Generation like: are kids using social media or is social media using kids? by
Explores how the perennial teen quest for identity and connection has migrated to social media, and exposes the game of cat-and-mouse that corporations are playing with these young consumers. Here is a powerful examination of the evolving and complicated relationship between teens and the companies that are increasingly working to target them. A follow-up to FRONTLINE's 2001 documentary The merchants of cool.
The Persuaders by
Examines the "persuasion industries" of advertising and public relations. Shows how marketers have developed new ways of integrating their message into the fabric of our lives. Explores how the culture of marketing has come to shape the way Americans understand the world and themselves and how the techniques of the persuasion industries have migrated to politics.
Positioning: How Advertising Shapes Perception by
Uses ideas from advertising, psychology, and mass communication to explore methods marketers use to shape consumer perception.
