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Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

          
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About the 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.

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 Chapter 40 What Is Strategy? 145 Chapter 41 A Framework and Process for Strategy Development 147 Chapter 42 Target Market Strategies 149 Chapter 43 Positioning Strategy 154 Chapter 44 What Is Your Brand Worth? 159 Chapter 45 Design Your Brand Personality and Essence 162 Chapter 46 Customer Strategies 166 Chapter 47 Listen and Respond 169 Chapter 48 Customers Are Your Best Advisors 172 Chapter 49 Customers Are Cocreators 174 Chapter 50 Product and Service Strategy 177 Chapter 51 Product Differentiation 181 Chapter 52 Competitive Strategies 185 Chapter 53 Growth Strategies 189 Chapter 54 Innovation Strategies 194 Chapter 55 The Long Tail 197 Chapter 56 Nurture a Culture of Innovation 199 Chapter 57 Sales Strategy and Plan 203 Chapter 58 Marketing Objectives Drive Strategy 206 Chapter 59 The Art and Science of Developing Strategy 208   Section V Implement: Traditional and New Media 211 Chapter 60 The State of Marketing Today 213 Part I Social Media, Digital Media, and Personal Communication Tactics 219 Chapter 61 Digital Base Camp: Create a Great Web Site 220 Chapter 62 Search Engine Marketing (SEM) and Optimization 225 Chapter 63 Online Advertising 227 Chapter 64 Email Marketing 230 Chapter 65 Mobility Marketing 232 Chapter 66 Social Media: Build Your Brand and Connect with Customers 235 Chapter 67 What We Know So Far: Surprising Statistics 239 Chapter 68 Measuring the Effectiveness of Social Media 241 Chapter 69 Social Media Networks 245 Chapter 70 The Blogosphere 251 Chapter 71 Social Media Strategy and Planning Guide 254 Chapter 72 Word of Mouth: Viral Marketing and Buzz 261 Chapter 73 Public Relations 265 Part II Create a Tactical Plan with Execution Built-In 271 Chapter 74 Make Marketing Measurable 273 Chapter 75 Implementation Calendar and Budget 275   Section VI Execute and Evaluate: Create a Culture of Execution 279 Chapter 76 The Problem with Marketing 281 Chapter 77 Asset-Based Marketing Measurement 291 Chapter 78 Evaluate: What Is Measured Improves 295 Chapter 79 ROI Optimizer¿: Increase the Effectiveness of How Marketing Is Measured 299 Chapter 80 The Balanced Scorecard 308 Chapter 81 The Art and Science of Execution 313 Chapter 82 Real-Time Marketing Planning 317 Chapter 83 Create a Culture of Execution 319 Chapter 84 Now It’s Up to You 329   Endnotes 331 Workshops and Training Programs 337 Real-Time Marketing for Business Growth Free Resources and Tools 339 Appendix 341 Index 347


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Product Details
  • ISBN-13: 9780137081349
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Addison Wesley
  • Language: English
  • Weight: 1 gr
  • ISBN-10: 0137081340
  • Publisher Date: 10 Mar 2010
  • Binding: Digital download
  • Sub Title: How to Use Social Media, Measure Marketing, and Create a Culture of Execution


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