Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution, Rough Cuts
- By Monique Reece
- Published Jan 12, 2010 by FT Press.
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Description
- Copyright 2010
- Dimensions: 8 X 10
- Pages: 408
- Edition: 1st
- Rough Cuts
- ISBN-10: 0-13-708138-3
- ISBN-13: 978-0-13-708138-7
This is the Rough Cut version of the printed book.
In this book, one of the world’s leading business consultants offers you a complete blueprint for igniting profitable, sustainable growth in your company. Monique Reece introduces the proven, start-to-finish “PRAISE” process that 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 as part of day-to-day operations… how to clarify your company’s purpose, value to customers, and most attractive opportunities… how to fix problems in sales and marketing that have persisted for decades, and finally measure the real value of marketing… how to combine the best traditional marketing techniques with the latest best practices for using social media… how to systematically and continually improve customer experience and lifetime value. Reece’s techniques have been proven with hundreds of companies over the past two decades – companies ranging from startups to intrapreneurial divisions of the world’s largest Fortune 500 firms. They work – and with her guidance, they will work for you, too.
Sample Content
Table of Contents
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
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