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How to Innovate in Marketing (Collection), 2nd Edition

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How to Innovate in Marketing (Collection), 2nd Edition


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  • Copyright 2013
  • Pages: 1305
  • Edition: 2nd
  • Book
  • ISBN-10: 0-13-344308-6
  • ISBN-13: 978-0-13-344308-0

A brand new collection of authoritative guides to marketing innovation

4 authoritative books deliver state-of-the-art guidance for more innovative, more effective, more measurably successful marketing!

This 4-book collection will help you bring world-class innovation to marketing and everything that touches it! Start with Making Innovation Work: a formal process that can help you drive top and bottom line growth from innovation throughout marketing and beyond. Packed with new examples, it will help you define the right strategy for effective marketing innovation… structure organizations and incentivize teams to innovate… implement management systems to assess your progress… effectively use metrics from idea creation through commercialization. Next, in Real-Time Marketing for Business Growth, top business consultant Monique Reece offers a proven, start-to-finish blueprint for igniting profitable, sustainable growth. Reece’s “PRAISE” process builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution… how to clarify your company’s purpose, customer value, and best opportunities… fix sales and marketing problems that have persisted for decades… accurately measure marketing’s real value… combine proven traditional marketing techniques with new social media practices… systematically and continually improve customer experience and lifetime value. Then, in Marketing in the Moment, leading Web marketing consultant Michael Tasner shows exactly how to drive maximum value from advanced Web, online, mobile, and social marketing. Discover which new technologies deliver the best results (and which rarely do)... how to use virtual collaboration to executive marketing projects faster and at lower cost... how to build realistic, practical action plans for the next three months, six months, and twelve months. Finally, in Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach invaluable lessons from one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global CMO who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and Joan Kiddon illuminate their blueprint with specific examples, offering detailed “dos” and “don’ts” for everything from segmentation to R&D, leadership to execution. If you’re in marketing (or anywhere near it) this collection’s techniques can powerfully and measurably improve your performance, starting today!

From world-renowned marketing experts Tony Davila, Marc Epstein, Robert Shelton, Monique Reece, Michael Tasner, Larry Light, and Joan Kiddon

Sample Content

Table of Contents

Making Innovation Work: How to Manage It, Measure It, and Profit from It, Updated Edition

Introduction to Updated Edition xiii

Introduction xliii

Chapter 1 Driving Success: How You Innovate Determines What You Innovate 1

Chapter 2 Mapping Innovation: What Is Innovation and

Chapter 3 Choosing Your Destiny: How to Design a Winning Innovation Strategy 59

Chapter 4 Organizing for Innovation: How to Structure a Company for Innovation 87

Chapter 5 Management Systems: Designing the Process of Innovation 119

Chapter 6 Illuminating the Pathway: How to Measure Innovation 145

Chapter 7 Rewarding Innovation: How to Design Incentives to Support Innovation 181

Chapter 8 Learning Innovation: How Do Organizations Become Better at Innovating? 211

Chapter 9 Cultivating Innovation: How to Design a Winning Culture 237

Chapter 10 Conclusion: Applying the Innovation Rules to Your Organization 263

Endnotes 289

Bibliography 307

Additions to Bibliography for Updated Edition 329

Index 333

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

Foreword xxi

Introduction xxvii

Section I Purpose: Define Your Purpose 1

Chapter 1 What Is Purpose and Why Is It Important? 2

Chapter 2 A Mission Statement Answers “Why Do We Exist?” 6

Chapter 3 Create a Compelling Vision 8

Chapter 4 Core Values Drive Behavior 11

Chapter 5 The “C” Word 12

Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture 17

Chapter 7 Defining Core Values 21

Chapter 8 Game Changers 24

Chapter 9 Do What You Love and the Money Will Follow 30

Chapter 10 Measurable Goals Drive Success 32

Chapter 11 Situation Analysis and SWOT Analysis 35

Section II Research: Market Opportunity 39

Chapter 12 The Biggest Mistake Entrepreneurs Make 40

Chapter 13 A Micro to Macro Process 42

Chapter 14 Micro Perspective: Focus on High-Value Customers 44

Chapter 15 Love Your Loyal Customers 50

Chapter 16 1:1 Marketing: Treat Different Customers Differently 55

Chapter 17 Marketing’s Secret Weapon 57

Chapter 18 Create Unique Customer Experiences 61

Chapter 19 Customer Experience: The Dark Side 63

Chapter 20 Why Do Customers Buy? 66

Chapter 21 Real-Time Customer Research 69

Chapter 22 Macro Perspective: Get the Big Picture 71

Chapter 23 Market Segmentation for the Twenty-First Century 75

Chapter 24 Zeroing in on Consumer Target Markets 79

Chapter 25 Forecasting Demand 83

Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer 86

Chapter 27 Anticipate the Unexpected: Research Macro-Environmental Factors 90

Chapter 28 Get Smart: Talk to Your Customers 94

Chapter 29 Social Media and Online Tools Enable Real-Time Research 99

Section III Analyze: Growth and Profit Potential 105

Chapter 30 Business Expansion: Vulnerable or Poised for Growth? 106

Chapter 31 Substitute Products and Services 108

Chapter 32 Disrupt and Innovate 110

Chapter 33 Finding New Value: Part Deux 114

Chapter 34 Pricing Strategy and Objectives 121

Chapter 35 Analyze Price and Profitability by Product and Service 126

Chapter 36 Distribution and Channel Sales Strategy 129

Chapter 37 Formula for Success: Real-Time Channel Development 133

Chapter 38 Analyzing and Selecting Channels 136

Chapter 39 Strategic Alliances and Partnerships 139

Section IV Strategize: Growth Opportunities 143

Chapter 40 What Is Strategy? 145

Chapter 41 A Framework and Process for Strategy Development 147

Chapter 42 Target Market Strategies 149

Chapter 43 Positioning Strategy 154

Chapter 44 What Is Your Brand Worth? 159

Chapter 45 Design Your Brand Personality and Essence 162

Chapter 46 Customer Strategies 166

Chapter 47 Listen and Respond 169

Chapter 48 Customers Are Your Best Advisors 172

Chapter 49 Customers Are Cocreators 174

Chapter 50 Product and Service Strategy 177

Chapter 51 Product Differentiation 181

Chapter 52 Competitive Strategies 185

Chapter 53 Growth Strategies 189

Chapter 54 Innovation Strategies 194

Chapter 55 The Long Tail 197

Chapter 56 Nurture a Culture of Innovation 199

Chapter 57 Sales Strategy and Plan 203

Chapter 58 Marketing Objectives Drive Strategy 206

Chapter 59 The Art and Science of Developing Strategy 208

Section V Implement: Traditional and New Media 211

Chapter 60 The State of Marketing Today 213

Part I Social Media, Digital Media, and Personal Communication Tactics 219

Chapter 61 Digital Base Camp: Create a Great Web Site 220

Chapter 62 Search Engine Marketing (SEM) and Optimization 225

Chapter 63 Online Advertising 227

Chapter 64 Email Marketing 230

Chapter 65 Mobility Marketing 232

Chapter 66 Social Media: Build Your Brand and Connect with Customers 235

Chapter 67 What We Know So Far: Surprising Statistics 239

Chapter 68 Measuring the Effectiveness of Social Media 241

Chapter 69 Social Media Networks 245

Chapter 70 The Blogosphere 251

Chapter 71 Social Media Strategy and Planning Guide 254

Chapter 72 Word of Mouth: Viral Marketing and Buzz 261

Chapter 73 Public Relations 265

Part II Create a Tactical Plan with Execution Built-In 271

Chapter 74 Make Marketing Measurable 273

Chapter 75 Implementation Calendar and Budget 275

Section VI Execute and Evaluate: Create a Culture of Execution 279

Chapter 76 The Problem with Marketing 281

Chapter 77 Asset-Based Marketing Measurement 291

Chapter 78 Evaluate: What Is Measured Improves 295

Chapter 79 ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured 299

Chapter 80 The Balanced Scorecard 308

Chapter 81 The Art and Science of Execution 313

Chapter 82 Real-Time Marketing Planning 317

Chapter 83 Create a Culture of Execution 319

Chapter 84 Now It’s Up to You 329

Endnotes 331

Workshops and Training Programs 337

Real-Time Marketing for Business Growth Free Resources and Tools 339

Appendix 341

Index 347

Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First

Introduction 1

Chapter 1 The Mindset Shift: From Web 2.0 to Web 3.0 7

Chapter 2 Are You Ready for Web 3.0 Marketing? 15

Chapter 3 Content Marketing: Understanding and Capitalizing on the Drastic Shift Taking Place 25

Chapter 4 Mobile Marketing: Tapping into Billions of Cell-Phone Users 47

Chapter 5 Virtual Reality Worlds: The Hows and Whys to This Unique Marketing Universe 79

Chapter 6 Video Marketing: Taking Video to the Next Level 111

Chapter 7 Web Applications: How to Effectively Use Apps in Your Marketing 137

Chapter 8 Open-Source Code: How to Find and Use Others’ Hard Work for Maximum Impact 151

Chapter 9 Collaboration: Connecting and Sharing Data at Lightning-Speed Paces 157

Chapter 10 Web 3.0 Companies 183

Chapter 11 Your Action Plan: Putting It All Together and Taking Action 193

Conclusion The Art of Giving Back 207

Six Rules for Brand Revitalization: Learn How Companies Like McDonald' Can Re-Energize Their Brands

Acknowledgments xiii

About the Authors xv

Preface xvii

Introduction to the Rules and the Rules-Based Practices 1

Chapter 1 Background to the Turnaround 3

Chapter 2 The Six Rules of Revitalization 31

Chapter 3 Rule #1: Refocus the Organization 41

Chapter 4 Rule #2: Restore Brand Relevance 59

Chapter 5 Rule #3: Reinvent the Brand Experience 89

Chapter 6 Rule #4: Reinforce a Results Culture 143

Chapter 7 Rule #5: Rebuild Brand Trust 161

Chapter 8 Rule #6: Realize Global Alignment 181

Chapter 9 Realizing Global Alignment: Creating a Plan to Win 189

Chapter 10 Do the Six Rules of Revitalization Work? 201

Index 207


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