- Introduction to Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3rd Edition
- Sep 16, 2015
- The authors of "Marketing Metrics: The Manager's Guide to Measuring Marketing Performance, 3rd Edition" introduce their book, which will help you apply today’s most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
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- Marketing-Driven Strategy to Make Extraordinary Money
- Jul 8, 2015
- "What am I selling to whom, and why will they buy?" The authors of Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, 2nd Edition explain that determining the answers to this seemingly simple question will have more impact on the success of your venture than anything else.
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- The First Step to Success for Sales Managers: Manage Yourself
- Jul 6, 2015
- In this chapter from his book, Seven Steps to Success for Sales Managers: A Strategic Guide to Creating a Winning Sales Team Through Collaboration, Max F. Cates explains that the first step is addressing the one thing you can most influence: yourself. You wouldn’t think of starting a sales campaign without goals, objectives, procedures, ground rules, and training. The same applies to self-management.
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- The Future of Marketing: The 4 P's Are Passé
- Jun 29, 2015
- In this introduction to his book, The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer, Nicholas Johnson explains that by focusing on authenticity, relevance, transparency, and taking responsibility for experience, insight, and agility, marketers not only can survive in an era of radically heightened customer expectation, but also thrive. Now more than ever, marketing is about customer relationships, customer understanding, and ways to deliver customer value.
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- Overview: A New Approach to Global Marketing
- Jun 24, 2015
- The authors of New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization introduce their book, which delivers the first complete, proven blueprint for organizing and executing on global brand marketing.
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- Marketing Data Science: Understanding Markets
- May 26, 2015
- Thomas W. Miller introduces his book, Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python, which involves building models of seller and buyer preferences and using those models to make predictions about future marketplace behavior.
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- The Evolving B2B Marketing Landscape
- Apr 22, 2015
- B2B is a very complex environment in which to market, made all the more so by the pace of change along so many different fronts. In this excerpt from The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy, Kim Ann King looks at each of these forces at work.
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- Introduction to The Business of Choice: Marketing to Consumers' Instincts
- Mar 12, 2015
- Matthew Willcox introduces his book, The Business of Choice: Marketing to Consumers' Instincts, which covers why we humans often seem so irrational, how marketers can leverage the same evolutionary factors that helped humans prosper as a species, how to make decisions simpler for your consumers, and how to make them feel good about their choices, so they keep coming back for more!
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- How Search Marketing Works
- Dec 12, 2014
- To maximize the number of searchers coming to your site, however, you must take specific actions to attract visitors to your site from search sites. That’s search marketing. This chapter from Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Website, 3rd Edition explains why search marketing is important, why it is difficult, what search marketing is, and how to get started.
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- The Mindset Shift: From Web 2.0 Digital Marketing to Web 3.0 Digital Marketing and Beyond
- Dec 8, 2014
- Michael Tasner discusses the limits of Web 2.0 thinking, and the keys to overarching trends to the Web 3.0 marketing movement.
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- How to Make Money with Social Media: In the Beginning
- Aug 13, 2014
- If your thought process around social media begins with tactics (Twitter, Facebook, Google+, and so on), do a flip-flop and start thinking about goals and objectives first. From there, you can move on to your strategy to help you accomplish your goals and objectives.
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- A Resource-Allocation Perspective for Marketing Analytics
- Aug 6, 2014
- Resource allocation is the endgame of analytics for any company. Using marketing analytics properly, any firm should be able to determine the optimal level of spending it should make on each of its marketing channels to maximize success.
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- Incorporating Mobile Advertising into Your Company's Marketing Plan
- Aug 5, 2014
- Consumers are becoming more mobile, and relying more and more on their smartphones and other mobile devices. In this article, author Michael Miller discusses various types of mobile advertising, including mobile search ads and text messages, and advises which your business should consider using.
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- Cutting Edge Marketing Analytics: A Case Study with Dunia Finance LLC
- Jul 30, 2014
- The authors of Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning discuss how analytics affected customer relationship management at Dunia Finance LLC, in this case study from the book.
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- Introduction to Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
- Jul 28, 2014
- The authors of Cutting Edge Marketing Analytics discuss the techniques needed to analyze past marketing performance and discover unknowns that will allow you to predict the future.
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- Strategic Alignment in Marketing and Sales Analytics—First You Need to Agree On What to Ask
- Jun 23, 2014
- People have different ways of defining possible challenges to focus on, ways of evaluating performance, and means for assessing tradeoffs among possible solutions to challenges. This chapter explores how different executives think about these needs and suggests a synthesis that might serve as a point of departure for you.
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- Introduction to Shopper Marketing: What Is It All About?
- May 21, 2014
- This chapter introduces the book Shopper Marketing, which discusses key shopper marketing concepts as well as a process for developing shopper marketing programs.
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- What it Takes to Hit #1 in Various Mac App Stores
- Apr 16, 2014
- Erica Sadun tells the story about some of her own "successful" apps and explains why top chart positions in the Mac App Store may disappoint on earnings.
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- The Eight Process Capability Areas of a Training Organization
- Mar 21, 2014
- Find out what practices are associated with the capabilities that, when performed at a very high level, make a training organization great.
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- Whisper Campaigns and Anonymous Attackers: Identifying and Handling Social Media PR Threats
- Mar 12, 2014
- Astroturfing (creating fake or dubiously-supported "grassroots" campaigns) or even direct public attacks can take a toll on you or your organization. This chapter describes some of the threats you may come up against and provides some steps to take to settle the situations without causing more harm.
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