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.
"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.
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.
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.