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Improve Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growth (paperback)

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Improve Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growth (paperback)

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Features

How to engineer marketing, from concept to practical application, to ignite--or reignite--sustained growth.

  • Marketing is no longer a function, but a core competence. This book will show companies how to re-engineer their marketing to get growth from every dollar of marketing investment.
  • Includes real-world stories from Procter and Gamble, Jack Daniels, Wachovia Bank, Hyatt, and Gillette.
  • Explains how companies can re-engineer their thinking, and more importantly, their practices.
  • Description

    • Copyright 2008
    • Dimensions: 6" x 9"
    • Pages: 256
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-216162-1
    • ISBN-13: 978-0-13-216162-6

    “Marketing is part art and part science. The ‘art era’ was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.”

    –ARTURO MASSA

    Leading Global Marketing Executive, Fortune 500 Company

    How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value:

    • Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more
    • New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette
    • How to create a marketing culture of accountability, and empower change throughout your organization
    • Indispensable reading for every marketing leader, manager, and business strategist

    For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results.

    Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.

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    Table of Contents

    Acknowledgments ....................................................................................xi

    About the Author ..................................................................................xiii

    Foreword ....................................................................................................xv

    Preface ......................................................................................................xvii

    Introduction..............................................................................................xix

    Part I Foundation Principles and Building Blocks

    of the New Marketing Capability ................................................1

    Chapter 1 Open Your Mind to the New Marketing ..................................3

    Growth Is Now Priority One ..................................................................3

    What’s New: The Trends That Are Reshaping Marketing................4

    The Marketing-Led Growth Model ........................................................9

    From Function to Core Capability: The Role of Marketing

    Redefined ..................................................................................................10

    Drive Top-Line Revenue Growth by Building Brand Equity ........12

    Brand Building Is the Wisest Investment for

    Sustainable Growth..................................................................................12

    This Is Not Your Father’s Brand Building..........................................13

    Growth as a Process Captured in Marketing Software ....................14

    Summary ....................................................................................................16

    Chapter 2 Four Principles Supporting the New

    Marketing Capability........................................................................17

    Reorient So That Customers Are the Drivers of Marketing,

    Not the Target ..........................................................................................18

    Reengineer Your Marketing Processes ................................................22

    Rethink Your Marketing Organization ..............................................25

    Redesign Your Marketing Technology: Enterprise

    Systems Rather Than Point Solutions..................................................26

    Summary ....................................................................................................30

    Chapter 3 Building Blocks of the New Marketing Capability............31

    What Is an Insight, and Why Is It Important? ................................31

    Moments of Truth ....................................................................................32

    Insights Generation as a Process ..........................................................34

    Knowledge Management ........................................................................34

    Insights-Generation Tools ......................................................................35

    Value Proposition ....................................................................................38

    Financial Pro Forma ................................................................................38

    Summary ....................................................................................................39

    Chapter 4 Translating Insights into Innovation

    for Brand Financial Growth ..........................................................41

    Cheryl Perkins ..........................................................................................47

    Summary ....................................................................................................57

    Chapter 5 Measuring Consumer Engagement ..........................................59

    A New Industry Standard of Measuring Effectiveness and

    Efficiency of Customer Engagement ....................................................62

    Summary ....................................................................................................68

    Part II Dispatches from the Leading Edge of

    the New Marketing............................................................................69

    Chapter 6 Integration of Technology and Marketing..............................71

    From Backwater to Mainstream: Why IT Hasn’t Served

    Marketing Well to Date..........................................................................72

    Transforming a Financial Services Brand with a

    New Marketing and Technology Platform..........................................78

    Jim Garrity and Bob DeAngelis ..........................................................81

    Chapter 7 Open Innovation and New Product Development

    Through Communities of Practice..............................................89

    Larry Huston ............................................................................................90

    Bill Veltrop................................................................................................97

    Chapter 8 Brand Building Through Global Brand Growth..................99

    “The Globalization of Jack” ................................................................101

    Mike Keyes..............................................................................................102

    Chapter 9 Growth Through Brand Portfolio and

    Risk Management............................................................................113

    The Mission of the Brown-Forman Portfolio ..................................114

    Super-Premium Margins: The Key to Portfolio Management ........115

    The Portfolio Return on Investment from Brand Renovation ........116

    The Scientific Method of Resource Allocation ................................117

    Case in Point: Jack Daniel’s in China ................................................118

    The Role of Leadership: Owsley Brown and Resource

    Allocation Modeling..............................................................................120

    Brand Value ............................................................................................121

    Business Process and Technology Are Key to

    Brand-Building Success ........................................................................122

    The Role of the Marketing Function ................................................123

    Chapter 10 Insights-Led Brand Building in Technology........................125

    Peter Boland............................................................................................127

    Summary..................................................................................................137

    Chapter 11 Marketing Knowledge Centers..................................................139

    What Is a Marketing Knowledge Center?........................................140

    An MKC Can Help Solve Problems ..................................................141

    What Is the Value of an MKC? ..........................................................142

    Four Types of Marketing Knowledge ................................................142

    How to Best Manage Knowledge ......................................................143

    Focus: Gillette Global Marketing Resource Center........................145

    Marci Sapers ............................................................................................145

    Chapter 12 The New CMO ................................................................................153

    The Marketing and IT Functions Merge: Chief

    Marketing Officer ..................................................................................153

    Focus on Hyatt: Tom O’Toole ............................................................156

    Part III How to Get It Done ........................................................................167

    Chapter 13 Managing Information ..................................................................169

    Streaming Marketing Information to Be Agile ..............................170

    Collaboration and Continuous Improvement ..................................173

    Knowledge and Information as Input................................................175

    The Role of Technology in Facilitating the Capitalization

    of Knowledge..........................................................................................176

    Summary..................................................................................................178

    Chapter 14 Metrics and Building the Culture of Accountability ......179

    The Culture of Accountability ............................................................181

    The Attitude of Accountability ..........................................................181

    For What Should Marketing Be Accountable?................................183

    Measuring Marketing Results for ROI..............................................185

    The Correlation Between Attitudes and Behavior

    Has Been Proven ....................................................................................186

    How We Can Track Marketing’s Effect on Attitudes

    and Behavior ..........................................................................................187

    New Technologies for Marketing Accountability ..........................187

    Putting the New Marketing Accountability to Work ..................189

    Influence Each Touch Point to Improve ROI ..................................190

    Summary..................................................................................................192

    Chapter 15 Communities of Practice for Consumer Connection

    and Open Innovation ....................................................................193

    Larry Huston, COP Defined................................................................194

    Partnership with the Consumer ..........................................................196

    The Power of Cross-Functional Teams and COPs ..........................196

    Mike Keyes, Communities of Practice: Taking Lynchburg

    on the Road ............................................................................................198

    Building a Value Network ..................................................................199

    Preserve Peasant Wisdom, Yet Break Down Walls ........................199

    Mike Keyes, Rural Images ..................................................................200

    The More Knowledge You Have, the More You Realize

    How Much More You Need to Know ..............................................200

    Summary..................................................................................................200

    Chapter 16 Empowering Change from the Top Down ..........................201

    Tom Falk..................................................................................................202

    Push Growth Boundaries Beyond Traditional Limits ....................203

    Create the Ability to Develop and Apply Insights ........................205

    Apply Positive Risk Management......................................................209

    Get the Insights to Market Quickly ..................................................210

    Leading the Way to Breakthrough Growth......................................211

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