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

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

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About

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
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-233159-4
    • ISBN-13: 978-0-13-233159-3

    “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.

    Extras

    Author's Site

    Visit the author's website at www.whartonimproveyourmarketing.com.

    Sample Content

    Online Sample Chapter

    Improve Your Marketing to Grow Your Business

    Sample Pages

    Download the sample pages (includes Introduction and Index)

    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 .........................

    Preface

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    Foreword

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    Introduction

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