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| ana b2b masters of marketing: Rethink Your Marketing Tom Shapiro, 2017-07-20 If your business is stuck and you just cannot seem to grow beyond your current plateau, Rethink Your Marketing arms you with seven strategies for getting unstuck to fuel your revenue growth. Rethink Your Marketing helps you to identify the specific levers of your marketing that will lead to new growth, enabling you to cut through the noise to what truly moves the needle. Rethink Your Marketing includes marketing wisdom from more than 50 companies. Want to know how Russell Weiner, President at Domino's, created the fastest-growing restaurant in the U.S.? Want to know how Mark Organ took Eloqua from near bankruptcy to being acquired for $871 million? Want to know how Michelle Stern, SVP at Legendary Entertainment, is working with her applied analytics team to upend the way the entire movie industry markets films? Want to know how Jerome Hiquet, CMO at Tough Mudder, is plotting the brand's future growth? This book's got you covered! If your business has hit a plateau, rethink your brand's marketing to unleash growth. Merely tweaking what you are doing, though, will most likely lead to stagnation. Merely copying what the competition is doing will result in frustration. Merely following what the media is hyping will lead to failure. Instead, Rethink Your Marketing teaches you to avoid tinkering, and instead to go big, go bold, and go all out in highly strategic ways. From audience targeting and neuromarketing, to marketing mix and marketing metrics, after reading this book you'll learn a variety of paths for unleashing revenue growth. From basketball-playing sumo wrestlers to innovative revenue models, you'll uncover how dozens of highly successful brands are achieving marketing breakthroughs and accelerating their growth. Read Rethink Your Marketing, and learn to transform your business. |
| ana b2b masters of marketing: Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices Kaufmann, Hans-Ruediger, 2014-03-31 The modern era of business has prompted an increased focus on the consumer and the responsibility of corporations to consider their ethical and social obligations to their customers. The rise of the consumerist movement has encouraged further research and development on the topic of consumerism, enabling business to succeed in a consumer-driven market. Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices features research on diverse topics on consumerism in the global marketplace, focusing on the ways in which businesses can improve their relationships with customers as well as analyze and influence purchasing behavior. As a comprehensive reference source on topics pertaining to consumer management, identity, and behavior, this publication is intended for use by marketing professionals, business managers, students, and academicians. |
| ana b2b masters of marketing: From Marginal to Mainstream Helen Edwards, 2023-02-03 Legacy brands are struggling. The hand-to-hand combat for advantage has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth. This book shows why businesses, marketers and entrepreneurs need to break free from their 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes. Why? Because marginal behaviours can break through and take off. They can go mainstream. They can unleash 'consumer-driven disruption', promoting new innovation, new routes to market, new winners and losers - and new growth. Using original research and analysis of the brands that have successfully backed marginal behaviours, From Marginal to Mainstream provides a framework for understanding and evaluating this non-obvious, untapped potential. Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. Today's margins are tomorrow's pot of gold - if you know where and how to look. |
| ana b2b masters of marketing: Predictive Marketing Omer Artun, Dominique Levin, 2015-08-06 Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience. |
| ana b2b masters of marketing: Developer Marketing and Relations: the Essential Guide SlashData, 2020-09-30 NEW 3rd Edition - September 2020 This is the third edition of the book that has earned 14 5-star reviews. It's now bigger,richer and better. Your walk-through guide to Developer Marketing and Relations now has 9 new chapters since the first edition + 1 more reviewed chapter. Build your DevRel dream team and project. Learn from success and failure stories. Welcome to the third edition of Developer Marketing and Relations: The Essential Guide. The history starts in October 2017, during the Future Developer Summit. There, Andreas Constantinou and Nicolas Sauvage fully recognized the fragmented nature of developer relations or DevRel - from the types of companies, the products they represented, and the knowledge of the practitioners. It was there we witnessed that the best practices were often locked behind the doors of the companies that mastered them. We knew we wanted develop an essential guide to share this knowledge with a broader audience of developer relations, evangelists & advocates, developer marketing practitioners and beyond. As we have watched the practice of DevRel grow and evolve over the last three years, there is a continued need for education of what DevRel is, along with the strategy and tactics needed for a successful program. The good news is, many of the leading practitioners from the best companies agreed to share their knowledge, stories, learnings, and best practices in this guide! We think you'll find the information insightful, whether you are a seasoned professional in developer relations or you are just getting started. A question we often get asked is: Can you help us understand how Mozilla, Google, or Microsoft practice developer marketing? (replace names with your favorite tech brands). That's exactly what this book aims to accomplish. This guide is arranged in an order that takes you from strategic issues to more tactical issues. You can read from start to finish, or jump into the chapter that focuses on what you need to know right now. At a strategic level, you may want to read Using Developer Personas to Stay Customer-Obsessed from Cliff Simpkins of Microsoft, or if you are building out a program you might try Structuring Developer Relations, by Dirk Primbs of Google. If you are just starting out, be sure to read, Starting from Scratch: How to Build a Developer Marketing Program, by Luke Kilpatrick of Nutanix. If you need to get many stakeholders together in a large organization, the The Developer Relations Council: Leading and Aligning Developer Marketing within Large Companies by Arabella David of Salesforce - a new chapter for the third edition- is a must. Then, learn how to understand numbers and KPIs in our new chapter Measuring the success of a developer communications strategy by our very own Rich Muir of SlashData. As mentioned, developer programs exist in many types, as different companies are marketing different types of products to developers. Ana Schafer and Christine Jorgensen of Qualcomm describe their experiences with communities around hardware in Hardware Is the New Software - Building A Developer Community Around A Chip Instead Of An SDK. APIs are well known as a key product in DevRel so we are pleased to bring you a new chapter by Mehdi Medjaoui, founder of APIdays conferences Developer Relations and APIs. We can't list all of the great chapters here, but we would be remiss if we didn't point out the chapters on community, the heart and soul of any leading developer relations program. Be sure to read The Power Of Community by Jacob Lehrbaum of Salesforce, and the new chapter Building an Inclusive Developer Community by Leandro Margulis, based on his days at TomTom. Andreas Constantinou, Founder & CEO, SlashData Nicolas Sauvage, President & Managing Director, TDK Ventures Caroline Lewko & Dana Fujikawa, Editors of the third edition, WIP |
| ana b2b masters of marketing: Inside the Mind of the Entrepreneur Ana Tur Porcar, Domingo Ribeiro Soriano, 2017-09-15 This book connects entrepreneurship and psychology research by focusing on the personality dimensions of entrepreneurs, entrepreneurial cognition, entrepreneurial leadership, and gender behavior. It features state of the art interdisciplinary research offering a unified perspective on entrepreneurial psychology. Individual chapters address advances related to entrepreneurial intentions, complexity management, personality psychology, intrapreneurial behavior, entrepreneurial communities and demographic changes, among others. Laboratory experiments that study entrepreneurial behavior round out the coverage. |
| ana b2b masters of marketing: Social Media Marketing Dave Evans, 2010-09-16 How to implement social technology in business, spur collaborative innovation and drive winning programs to improve products, services, and long-term profits and growth. The road to social media marketing is now well paved: A July 2009 Anderson Analytics study found 60% of the Internet population uses social networks and social media sites such as Facebook, MySpace, and Twitter. Collaboration and innovation, driven by social technology, are “what’s next.” Written by the author of the bestselling Social Media Marketing: An Hour a Day in collaboration with Jake McKee, Social Media Marketing: The Next Generation of Business Engagement takes marketers, product managers, small business owners, senior executives and organizational leaders on to the next step in social technology and its application in business. In particular, this book explains how to successfully implement a variety tools, how to ensure higher levels of customer engagement, and how to build on the lessons learned and information gleaned from first-generation social media marketing efforts and to carry this across your organization. This book: Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web Discusses conversation-monitoring tools and platforms to accelerate the business innovation cycle along with the metrics required to prove the success of social technology adoption Connects the social dots more deeply across the entire organization, moving beyond marketing and into product development, customer service and customer-driven innovation, and the benefits of encouraging employee collaboration. Social media has become a central component of marketing: Collaborative, social technology is now moving across the organization, into business functions ranging from HR and legal to product management and the supply chain. Social Media Marketing: The Next Generation of Business Engagement is the perfect book for marketers, business unit managers and owners, HR professionals and anyone else looking to better understand how to use social technologies and platforms to build loyalty in customers, employees, partners and suppliers to drive long term growth and profits. |
| ana b2b masters of marketing: Aaker on Branding David Aaker, 2014-07-15 Aaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands, brand strategy, brand portfolios, and brand building that all business, marketing, and brand strategists should know. Aaker on Branding is a source for how you create and maintain strong brands and synergetic brand portfolios. It provides a checklist of strategies, perspectives, tools, and concepts that represents not only what you should know but also what action options should be on the table. When followed, these principles will lead to strong, enduring brands that both support business strategies going forward and create coherent and effective brand families. Those now interested in and involved with branding are faced with information overload, not only from the Aaker books but from others as well. It is hard to know what to read and which elements to adapt. There are a lot of good ideas out there but also some that are inferior, need updating, or are subject to being misinterpreted and misapplied. And there are some ideas that, while plausible, are simply wrong if not dangerous especially if taken literally. Aaker on Brandingoffers a sense of topic priorities and a roadmap to David Aaker's books, thinking, and contributions. As it structures the larger literature of the brand field, it also advances the theory of branding and the practice of brand management and, by extension, the practice of business management. |
| ana b2b masters of marketing: Maximizing Lead Generation Ruth Stevens, 2012 The Hands-On, Up-to-the-Minute Guide to Generating Better-Qualified, Quicker-to-Close B2B Leads! Lead generation is Job One: B2B marketers' single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace from enterprise technology to industrial equipment to professional services. World-renowned expert Ruth P. Stevens helps you bring science and systematization to all facets of lead generation, building on process, best practices, continuous testing, and ongoing improvement. You'll learn how to maximize the value of tried-and-true B2B tools and the newest social, web, and search technologies. Stevens offers indispensable insights for the entire lead lifecycle, including qualification, nurturing, measurement, and tracking. Organized for clarity, usability, and speed, this book will help you supercharge salesforce productivity and company profits. You'll Learn How To: · Develop and refine rules that consistently lead to higher-quality leads · Gain deeper insights into your customers and their buying processes · Build sophisticated, accurate marketing databases · Identify the media most likely to work for you · Execute highly effective campaigns · Drive huge ROI improvements · Use BANT and other qualification criteria · Apply new nurturing techniques to convert duds into diamonds · Track results and quantify the business value of campaigns · Utilize best practices content marketing and marketing automation · Integrate continuous improvement into lead generation · Discover 10 trends that will transform the way you prospect |
| ana b2b masters of marketing: Email Marketing Jeanniey Mullen, David Daniels, 2011-03-10 If the idea of starting an email marketing campaign overwhelms you, the authors of Email Marketing: An Hour a Day will introduce you to email marketing basics, demonstrate how to manage details and describe how you can track and measure results. Case studies, step-by-step guides, checklists, quizzes and hands-on tutorials will help you execute an email marketing campaign in just one hour a day. When you feel comfortable with the basics, learn how to use video and audio enabled email, implement tools like mobile devices and leverage social networks. |
| ana b2b masters of marketing: Digital and Social Media Marketing Aleksej Heinze, Gordon Fletcher, Tahir Rashid, Ana Cruz, 2016-11-18 Digital and Social Media Marketing: A Results-Driven Approach is an exciting new industry-led, research-informed and results-driven guide to digital commerce. Its examples draw from SMEs and from Europe to offer a unique perspective for those learning about digital marketing and, having been developed in close collaboration with the Search Engine Marketing Trade Association (SEMTA), it is a reliable source of prevailing industry standards for practitioners at the cutting edge of their trade. Unlike other digital marketing texts, this accessible textbook gives special consideration to the ethical challenges raised by an increasingly digital world. Equally unique is the book’s Digital Business Maturity Model, which offers organisations a clear roadmap for understanding their relative levels of technology adoption. Embracing the true spirit of Digital and Social Media Marketing, the book will be the first of its kind in this field with digital learning materials, case studies and exercises available in a supporting Massive Open Online Course (MOOC). The MOOC will enhance learners’ experience and create an interactive international learning community. This book will provide a hands on, accessible and user friendly platform to turn skills and knowledge into strategic advantage. Ideal for postgraduate learners, instructors interested in providing a unique and up-to-date learning experience and for SMEs and practitioners aiming to be at the cutting edge of Digital and Social Media Marketing. |
| ana b2b masters of marketing: The Marketing Book Michael J. Baker, Susan Hart, 2016-04-14 The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look. |
| ana b2b masters of marketing: Principles of Management David S. Bright, Anastasia H. Cortes, Eva Hartmann, 2023-05-16 Black & white print. Principles of Management is designed to meet the scope and sequence requirements of the introductory course on management. This is a traditional approach to management using the leading, planning, organizing, and controlling approach. Management is a broad business discipline, and the Principles of Management course covers many management areas such as human resource management and strategic management, as well as behavioral areas such as motivation. No one individual can be an expert in all areas of management, so an additional benefit of this text is that specialists in a variety of areas have authored individual chapters. |
| ana b2b masters of marketing: Fundamentals of Business Process Management Marlon Dumas, Marcello La Rosa, Jan Mendling, Hajo A. Reijers, 2018-03-23 This textbook covers the entire Business Process Management (BPM) lifecycle, from process identification to process monitoring, covering along the way process modelling, analysis, redesign and automation. Concepts, methods and tools from business management, computer science and industrial engineering are blended into one comprehensive and inter-disciplinary approach. The presentation is illustrated using the BPMN industry standard defined by the Object Management Group and widely endorsed by practitioners and vendors worldwide. In addition to explaining the relevant conceptual background, the book provides dozens of examples, more than 230 exercises – many with solutions – and numerous suggestions for further reading. This second edition includes extended and completely revised chapters on process identification, process discovery, qualitative process analysis, process redesign, process automation and process monitoring. A new chapter on BPM as an enterprise capability has been added, which expands the scope of the book to encompass topics such as the strategic alignment and governance of BPM initiatives. The textbook is the result of many years of combined teaching experience of the authors, both at the undergraduate and graduate levels as well as in the context of professional training. Students and professionals from both business management and computer science will benefit from the step-by-step style of the textbook and its focus on fundamental concepts and proven methods. Lecturers will appreciate the class-tested format and the additional teaching material available on the accompanying website. |
| ana b2b masters of marketing: Business and Consumer Analytics: New Ideas Pablo Moscato, Natalie Jane de Vries, 2019-05-30 This two-volume handbook presents a collection of novel methodologies with applications and illustrative examples in the areas of data-driven computational social sciences. Throughout this handbook, the focus is kept specifically on business and consumer-oriented applications with interesting sections ranging from clustering and network analysis, meta-analytics, memetic algorithms, machine learning, recommender systems methodologies, parallel pattern mining and data mining to specific applications in market segmentation, travel, fashion or entertainment analytics. A must-read for anyone in data-analytics, marketing, behavior modelling and computational social science, interested in the latest applications of new computer science methodologies. The chapters are contributed by leading experts in the associated fields.The chapters cover technical aspects at different levels, some of which are introductory and could be used for teaching. Some chapters aim at building a common understanding of the methodologies and recent application areas including the introduction of new theoretical results in the complexity of core problems. Business and marketing professionals may use the book to familiarize themselves with some important foundations of data science. The work is a good starting point to establish an open dialogue of communication between professionals and researchers from different fields. Together, the two volumes present a number of different new directions in Business and Customer Analytics with an emphasis in personalization of services, the development of new mathematical models and new algorithms, heuristics and metaheuristics applied to the challenging problems in the field. Sections of the book have introductory material to more specific and advanced themes in some of the chapters, allowing the volumes to be used as an advanced textbook. Clustering, Proximity Graphs, Pattern Mining, Frequent Itemset Mining, Feature Engineering, Network and Community Detection, Network-based Recommending Systems and Visualization, are some of the topics in the first volume. Techniques on Memetic Algorithms and their applications to Business Analytics and Data Science are surveyed in the second volume; applications in Team Orienteering, Competitive Facility-location, and Visualization of Products and Consumers are also discussed. The second volume also includes an introduction to Meta-Analytics, and to the application areas of Fashion and Travel Analytics. Overall, the two-volume set helps to describe some fundamentals, acts as a bridge between different disciplines, and presents important results in a rapidly moving field combining powerful optimization techniques allied to new mathematical models critical for personalization of services. Academics and professionals working in the area of business anyalytics, data science, operations research and marketing will find this handbook valuable as a reference. Students studying these fields will find this handbook useful and helpful as a secondary textbook. |
| ana b2b masters of marketing: Marketing Above the Noise Linda J. Popky, 2016-11-03 Marketing today is out of control. With all the new marketing techniques accessible to the masses, it's becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, it's a lot of noise. Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market Leverage(TM), an approach to help cut through the clutter, stand out, and effectively build business. Marketing Above the Noise takes a contrarian approach by not focusing on social media, digital marketing, or other new tactics, and instead helping organizations understand: * The critical upfront work needed to really understand customers, markets and unmet needs * The value of consistent, focused messaging * Why empowering employees to effectively represent the brand is so critical * How to thrive in an age of user-generated content and customer driven marketing * Why it's key not to confuse selling with installing The book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment. Today's businesses need to stop trying to keep pace with the latest and greatest marketing tactics and instead focus on developing those long term strategies that build customer loyalty and convince prospects to buy. Yes, businesses need to be aware of and integrate new media and new approaches, but they need to do it in a way that makes sense for the business. They need to maintain a clear focus above the din of the roaring crowd--above the marketing fray. Most organizations don't have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, they're not able to integrate every new tactic as it appears and they're not sure how to prioritize all of these options. What's needed is a timeless framework--a way of looking at marketing as tied to both business growth and the building and nurturing of ongoing customer engagement. It's time to move the focus from social media and evangelists, sales and marketing alignment, and the latest hot cloud-based marketing tools, to what really counts: convincing customers to trust you with their business--not just once, but time and time again. |
| ana b2b masters of marketing: Beyond Advertising Yoram (Jerry) Wind, Catharine Findiesen Hays, 2016-02-15 The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change? Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities. This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include: Holistically orchestrate and allocate resources across all touchpoints Redefine expectations of success to align for multi-win outcomes Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints |
| ana b2b masters of marketing: Social and Sustainability Marketing Jishnu Bhattacharyya, Manoj Kumar Dash, Chandana Hewege, M.S. Balaji, Weng Marc Lim, 2021-09-26 ... an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production. -- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK Experts in the field of economics, management science, and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however, the level of existing literature and availability of teaching cases reflect a dearth of real case studies, especially those focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities. Currently, marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles, such as social marketing, green marketing, and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies, collections of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to marketing professionals, students, and educators across the world. The main objective of this case book is to understand the applicability of marketing science (marketing for social good context, such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition, it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era, as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses. |
| ana b2b masters of marketing: How to Write an Inspired Creative Brief Howard Ibach, 2009-08-26 All of the above in a charming, personable, tongue-in-cheek style that makes How to Write an Inspired Creative Brief not only a pleasure to read, but a well-nigh essential foundation on which to build a successful advertising career. -Dave Butler, Creative Director (retired ), TBWA/CHIAT/Day, Los Angeles Howard Ibach has written the essential brief for the briefers, a simple, memorable, enoyable book for those who need to practice the art of strategic reduction for a living. He expounds several oft-forgotten principles: simplicity, clarity, collaboration. -Steve Wehrenberg, CEO, Campbell Mithum Advertising, Minneapolis |
| ana b2b masters of marketing: The New Rules of Marketing and PR David Meerman Scott, 2009 Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing. |
| ana b2b masters of marketing: The Age of Influence Neal Schaffer, 2020-03-17 The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed. We are amid an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving. Internationally-recognized social media marketing expert Neal Schaffer explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a credible and authentic way. In The Age of Influence, Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify,?approach, and engage the right influencers for their brand or product. Determine?what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help?measure ROI. Develop?their brand’s social media voice to become an influencer in its own right. This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, effectively spreading their message digitally, and increasing usage of ad-blocking technology. |
| ana b2b masters of marketing: Built to Suck Joseph Jaffe, 2019-03-18 CORPORATIONS ARE DYING. CAN THEY BE SAVED? In late 2018, Amazon founder Jeff Bezos addressed his entire staff in an all-hands meeting. Amazon will fail and go bankrupt one day he said. Your job is to delay this for as long as possible! Advertising icon, Jay Chiat, once said: Let's see how big we get before we suck. In Built to Suck, longtime corporate provocateur Joseph Jaffe argues that the Corporate Era is rapidly coming to an end. The biggest reason? The central operating system that powers the corporation, namely SIZE, will be its downfall. Size is no longer a growth enabler; it's a growth inhibitor. This conclusion is backed up with empirical evidence and the indisputable fact that the lifespan of the corporation has shrunk dramatically from 75 to just 15 years. And all of this has happened in just the past 50 years. Between 2016-2018 alone, just over half of the Fortune 500 companies had declining revenues. So is this the end for the corporation as we know it? Possibly. Probably. At least until companies can figure out how to embrace their Heresy and deliver on 4 key pillars that are outlined in this book: Digital Disruption, Talent Resurrection, Customer Obsession and Corporate Citizenship. Built to Suck doesn't pull any punches and serves notice to the corporate world: your business model is flawed and your days are numbered. Can you meet the challenge and move your organization's journey from survival to thrival - or will you fail and fade into obsolescence like so many others? This is the most urgent question facing the modern corporation today, and Built To Suck is the wake-up call and roadmap to success that every corporation desperately needs. |
| ana b2b masters of marketing: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
| ana b2b masters of marketing: Marketing Insights from A to Z Philip Kotler, 2011-01-06 The most renowned figure in the world of marketing offers the new rules to the game for marketing professionals and business leaders alike In Marketing Insights from A to Z, Philip Kotler, one of the undisputed fathers of modern marketing, redefines marketing's fundamental concepts from A to Z, highlighting how business has changed and how marketing must change with it. He predicts that over the next decade marketing techniques will require a complete overhaul. Furthermore, the future of marketing is in company-wide marketing initiatives, not in a reliance on a single marketing department. This concise, stimulating book relays fundamental ideas fast for busy executives and marketing professionals. Marketing Insights from A to Z presents the enlightened and well-informed musings of a true master of the art of marketing based on his distinguished forty-year career in the business. Other topics include branding, experiential advertising, customer relationship management, leadership, marketing ethics, positioning, recession marketing, technology, overall strategy, and much more. Philip Kotler (Chicago, IL) is the father of modern marketing and the S. C. Johnson and Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, one of the definitive marketing programs in the world. Kotler is the author of twenty books and a consultant to nonprofit organizations and leading corporations such as IBM, General Electric, Bank of America, and AT&T. |
| ana b2b masters of marketing: Enterprise AI For Dummies Zachary Jarvinen, 2020-08-17 Master the application of artificial intelligence in your enterprise with the book series trusted by millions In Enterprise AI For Dummies, author Zachary Jarvinen simplifies and explains to readers the complicated world of artificial intelligence for business. Using practical examples, concrete applications, and straightforward prose, the author breaks down the fundamental and advanced topics that form the core of business AI. Written for executives, managers, employees, consultants, and students with an interest in the business applications of artificial intelligence, Enterprise AI For Dummies demystifies the sometimes confusing topic of artificial intelligence. No longer will you lag behind your colleagues and friends when discussing the benefits of AI and business. The book includes discussions of AI applications, including: Streamlining business operations Improving decision making Increasing automation Maximizing revenue The For Dummies series makes topics understandable, and as such, this book is written in an easily understood style that's perfect for anyone who seeks an introduction to a usually unforgiving topic. |
| ana b2b masters of marketing: Your Ad Ignored Here Tom Fishburne, 2017-10-24 Tom is the David Ogilvy of cartooning. --Seth Godin, author of Purple Cow From the birth of social media to digital advertising to personal branding, marketing has transformed in the past 15 years. Capturing these quintessential moments in marketing is Marketoonist, a popular cartoon series from veteran marketer Tom Fishburne. Your Ad Ignored Here collects nearly 200 of these hilarious and apt depictions of modern marketing life on the 15th anniversary of the series. Fishburne began to doodle his observations in 2002 when working in the trenches of marketing. Initially intended for co-workers, they are now read by hundreds of thousands of marketers every week. The cartoons' popularity stem not only from their deft reflections on latest trends, but their witty summary of the shared experiences of marketing -- handling a PR crisis, giving creative feedback to an agency, or avoiding idea killers in innovation. Your Ad Ignored Here gives voice to the challenges and opportunities faced by people working in business everywhere. Readers regularly inquire if Fishburne is spying on them at work. Whether or not you work in marketing, these cartoons will make you laugh ... and think about our rapidly evolving world of work. Tom Fishburne started drawing cartoons on the backs of business cases as a student at Harvard Business School. Fishburne's cartoons have grown by word of mouth to reach hundreds of thousands of marketers every week and have been featured by The Wall Street Journal, Fast Company, and The New York Times. His cartoons have appeared on a billboard ad in Times Square, helped win a Guinness World Record, and turned up in a top-secret NSA presentation released by Edward Snowden. Fishburne draws (literally and figuratively) from 20 years in the marketing trenches in the US and Europe. He was Marketing VP at Method Products, Interim CMO at HotelTonight, and worked in brand management for Nestlé and General Mills. Fishburne developed web sites and digital campaigns for interactive agency iXL in the late 90s and started his marketing career selling advertising space for the first English-language magazine in Prague. In 2010, Fishburne expanded Marketoonist into a marketing agency focused on the unique medium of cartoons. Since 2010, Marketoonist has developed visual content marketing campaigns for businesses such as Google, IBM, Kronos, and LinkedIn. Fishburne is a frequent keynote speaker on marketing, innovation, and creativity, using cartoons, case studies, and his marketing career to tell the story visually. Fishburne lives and draws near San Francisco with his wife and two daughters. All of his cartoons and observations are posted at marketoonist.com. Advance Praise for Your Ad Ignored Here If marketing kept a diary, this would be it. --Ann Handley, Chief Content Officer of MarketingProfs Laugh and learn at the same time. BTW, if you don't laugh, you're clueless, and the cartoon is about you. --Guy Kawasaki, Chief evangelist of Canva, Mercedes-Benz brand ambassador Tom Fishburne has a knack for marketing humor (and truth) like no other. --Lee Odden, CEO, TopRank Marketing Any great piece of comedy is funny because its true. Well, no one has gathered marketing truths through painfully awkward insights and hilarious delivery the way Tom has. --Ron Tite, Author, Everyone's An Artist (Or At Least They Should Be) |
| ana b2b masters of marketing: Media: From Chaos to Clarity , |
| ana b2b masters of marketing: Business-to-business Marketing 2020-2021 Kelli D. Washington, 2019 Business-to-Business Marketing 2020-2021 presents statistics on B2B spending, comparisons of the effectiveness of marketing tactics, surveys of marketers and end-users, and analyses of trends in the B2B marketplace. Topics include analytics, B2B media advertising, B2B e-commerce, behavioral marketing, business directories and databases, content marketing, creating customer awareness, customer relationship management, direct marketing, distribution channels, email marketing, engagement, event marketing, integrated marketing communications, lead generation, lead management, lead nurturing, marketing automation, mobile marketing, networking, online video, organic and paid search, sales staff, social media marketing, sponsorships, sports marketing, software tools, trade show marketing, website traffic, and more. Over 1,200 website links - directly embedded into the electronic edition - will direct you to additional market research and other resources.--Publisher |
| ana b2b masters of marketing: Marketing Brands in Africa Samuelson Appau, 2022-09-26 This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa. |
| ana b2b masters of marketing: Madison Avenue Manslaughter Michael Farmer, 2015 The advertising industry has reached a critical, even dangerous point in its development—agencies destroy themselves by doing increased work for declining fees—so what are the logical consequences of the failure to act? Growing workloads and declining fees have created a 'recipe for disaster'. For the first time, Michael Farmer offers a solution to avoid this seemingly inevitable disaster. This book offers the world's first effective definition of the real agency problem. Once the problem is understood, then the author offers corrective solutions. This book is a call to action for the 21st century breed of 'mad men', to outline the industry problems and encourages agencies and their clients to take management actions to keep this disaster at bay. These actions form the basis of a strategic response by agency CEOs as well as corporate chief marketing officers. |
| ana b2b masters of marketing: Millennials with Kids Jeff Fromm, Marissa Vidler, 2015-08-19 While everyone was bemoaning their alleged laziness and self-absorption, the Millennial generation quietly grew up. Pragmatic, diverse, and digitally native, this massive cohort of 80 million are now entering their prime consumer years, having children of their own, and shifting priorities as they move solidly into adulthood. Millennials with Kids changes how we think about this new generation of parents and uncovers profound insights for marketers and brand strategists seeking to earn their loyalty. Building on the highly acclaimed Marketing to Millennials, this book captures data from a new large-scale generational study and reveals how to: Enlist Millennial parents as co-creators of brands and products * Promote purpose beyond the bottom line * Cultivate shareability * Democratize customer experience * Integrate technology * Develop content-driven campaigns that speak to Millennials * And more A gold mine of demographic profiles, interviews, and examples of brand successes and failures, this book helps marketers rethink the typical American household-and connect with these critical consumers in the complex participation economy. |
| ana b2b masters of marketing: The Antitrust Paradox Robert Bork, 2021-02-22 The most important book on antitrust ever written. It shows how antitrust suits adversely affect the consumer by encouraging a costly form of protection for inefficient and uncompetitive small businesses. |
| ana b2b masters of marketing: Hybrid Workplace: The Insights You Need from Harvard Business Review Harvard Business Review, Amy C. Edmondson, Joan C. Williams, Bob Frisch, Liane Davey, 2022-03-15 Reinvent your organization for the hybrid age. Hybrid work is here to stay—but what will it look like at your company? If your organization is holding on to inflexible, pre-pandemic policies about where—and when—your people work, it may be risking a mass exodus of talent. Designing a hybrid workplace that furthers your business goals while staying true to your culture requires balancing experimentation with rigorous planning. Hybrid Workplace: The Insights You Need from Harvard Business Review will help you adopt the best technological, cultural, and new management practices to seize the benefits and avoid the pitfalls of the hybrid age. Business is changing. Will you adapt or be left behind? Get up to speed and deepen your understanding of the topics that are shaping your company's future with the Insights You Need from Harvard Business Review series. Featuring HBR's smartest thinking on fast-moving issues—blockchain, cybersecurity, AI, and more—each book provides the foundational introduction and practical case studies your organization needs to compete today and collects the best research, interviews, and analysis to get it ready for tomorrow. You can't afford to ignore how these issues will transform the landscape of business and society. The Insights You Need series will help you grasp these critical ideas—and prepare you and your company for the future. |
| ana b2b masters of marketing: Childhood Unlimited Virginia Mendez, 2022-04-14 - In 2013, Disney released its most egalitarian film to date - but 59% of all the lines in Frozen are spoken by male characters. - 57% of children's books published annually have central male characters; just 31% have central female characters. Raising your child beyond the limitations placed on them by gender is, let's face it, an uphill battle. If you don't know where to start, or how to start, you will find inspiration, insight and plenty of practical strategies in Childhood Unlimited. From navigating the gendered constructs that dominate children's films, television and media generally, to choosing appropriate and stimulating toys beyond the binary divide, this accessible and relatable book will make the whole process much less daunting. Based on interviews with, and research by, some of the best thought-leaders from the fields of psychology, neuroscience and education, the insights in this book will not only open the eyes of any parent or caregiver, they will inspire you to help your child to look at the world in a critical, creative and empowered way. Free from the restraints of the stereotypes that surround gender, your child has the opportunity to reach their true potential - and this is the book that you need to launch them on that journey. |
| ana b2b masters of marketing: Dive Into SEO Narayan Prusty, 2014-06-07 Search Engine Optimization, or SEO, is one of the most powerful tools you can use to get traffic to your(or your clients) websites. In Dive Into SEO, Blogger and Entrepreneur Narayan Prusty gives you a solid grasp of what SEO is all about, and how it can help you generate steady and sustainable traffic to your website. As you progress through the book, you'll learn about structuring a website for SEO, the the importance of website speed, redirection, duplicate content handling and link building. By the time you reach the final page, you'll be equipped to use SEO personally to give your websites and edge against the competition. If you are a developer or not, this book is perfect for you. Its well written for everyone to understand |
| ana b2b masters of marketing: Marketing Dhruv Grewal, Michael Levy, 2009-01 Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word Marketing, making it the most modern and forward thinking of all principles of marketing offerings. It seeks to apply the marketing concept. Marketing and its supplementary package was built from scratch by focusing on what the market wants. The motto, Marketing Creates Value permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics. |
| ana b2b masters of marketing: Marketing to Gen Z Jeff Fromm, Angie Read, 2018-03-26 With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want! |
| ana b2b masters of marketing: The Discipline of Market Leaders Michael Treacy, Fred Wiersema, 2007-03-20 The classic bestseller outlining tactics for any business striving to achieve market dominance What does your company do better than anyone else? What unique value do you provide to your customers? How will you increase that value next year? Drawing on in-depth studies and interviews with the top CEOs in the country, renowned business strategists Michael Treacy and Fred Wiersema reveal that successful companies do not attempt to be everything to everyone. Instead, they win customers by mastering one of three value disciplines: the highest quality products, the lowest prices, or the best customer experiences. From FedEx to Walmart, the companies that relentlessly focused on a single discipline not only thrived but dominated their industries, while once powerful corporations that didn't get the message, from Kodak to IBM, faltered. Presented in disarmingly simple and provocative terms, The Discipline of Market Leaders shows what it takes to become a leader in your market, and stay there, in an ever more sophisticated and demanding world. |
| ana b2b masters of marketing: Alonement Francesca Specter, 2022-02-15 How to be alone and absolutely own it, by founder of the Alonement blog and podcast, Francesca Specter. Being alone has a serious branding issue. We've only ever had negative language to talk about flying solo - but what about when time spent alone is restorative and joyful? What if it's something you crave? What if it's even just an hour you've carved out for yourself in the middle of a hectic week? Enter: Alonement, Francesca Specter's empowering new word to express valuing your own company and dedicating quality time to yourself, whoever you are and whatever your relationship status. Between open-plan offices, two-for-one vouchers and co-habiting with partners and friends, most of us don't know how to be alone - yet our life-long relationship with ourselves is the most important one we'll ever have. A reformed 'extreme extrovert' who struggled to spend even an hour alone, Francesca made the resolution in January 2019 to improve her solitude skills. Having spent two months of lockdown by herself, Francesca knows better than most how to optimise the quality of time spent alone. Packed with practical tips, insights from key experts and lessons from guests of the Alonement podcast - including Alain de Botton, Florence Given, Konnie Huq and Camilla Thurlow - Francesca reveals how we can all thrive alone, whatever our circumstances, and harness the untapped power of some meaningful time with me, myself and I. |
| ana b2b masters of marketing: The 7 Pillars of Digital Marketing Arman Rousta, 2015-11-11 Discover the power of The 7 Pillars of Digital Marketing(TM), a comprehensive marketing system and an expansive new paradigm for the digital universe, giving specific guidance for those operating within it. This innovative, holistic and accessible approach to marketing is a map for the learning, strategy, budgeting, execution and analysis of the entire universe of digital marketing tactics and techniques. 7 Pillars presents an architecture that gives specific guidance for marketers operating within the digital realm. This prepares us for the hyper-speed of change that lies ahead while showing respect for the history of marketing. The 7 Pillars of Digital Marketing(TM) illuminates the constantly evolving Internet ecosystem, and provides a practical methodology for understanding the full spectrum of online marketing opportunities. Whatever your skill level, 7 Pillars can learn more about a specific area and polish your marketing skills. |
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