Improve your marketing to grow your business: insights and innovation that drive business and brand growth
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Upper Saddle River, N.J.
Wharton School Publ.
2008
|
| Schlagwörter: | |
| Links: | http://www.loc.gov/catdir/toc/ecip0717/2007018533.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016334183&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes index. |
| Umfang: | XXVI, 226 S. Ill., graph. Darst. 24 cm |
| ISBN: | 0132331594 9780132331593 |
Internformat
MARC
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|---|---|---|---|
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| 020 | |a 0132331594 |c hardback : alk. paper |9 0-132-33159-4 | ||
| 020 | |a 9780132331593 |9 978-0-132-33159-3 | ||
| 035 | |a (OCoLC)128236618 | ||
| 035 | |a (DE-599)BVBBV023166016 | ||
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| 100 | 1 | |a Hastings, Hunter |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Improve your marketing to grow your business |b insights and innovation that drive business and brand growth |c Hunter Hastings with Jeff Saperstein |
| 264 | 1 | |a Upper Saddle River, N.J. |b Wharton School Publ. |c 2008 | |
| 300 | |a XXVI, 226 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Information technology | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Internet marketing | |
| 700 | 1 | |a Saperstein, Jeff |e Sonstige |4 oth | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/ecip0717/2007018533.html |3 Table of contents only | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016334183&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-016334183 | |
Datensatz im Suchindex
| _version_ | 1819246901823799296 |
|---|---|
| adam_text | 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
Improve Your Marketing to Grow Your Business
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......................................................................35
Value Proposition ....................................................................................38
Financial Pro Forma................................................................................38
Summary....................................................................................................39
Chapter 4 Translating Insights into Innovation
for Brand Financial Growth..........................................................41
Cheryl Perkins..........................................................................................47
Summary....................................................................................................57
Chapter 5 Measuring Consumer Engagement..........................................59
A New Industry Standard of Measuring Effectiveness and
Efficiency of Customer Engagement....................................................62
Summary....................................................................................................68
Part II Dispatches from the Leading Edge of
the New Marketing............................................................................69
Chapter 6 Integration of Technology and Marketing..............................71
From Backwater to Mainstream: Why IT Hasn t Served
Marketing Well to Date..........................................................................72
Transforming a Financial Services Brand with a
New Marketing and Technology Platform..........................................78
Jim Garrity and Bob DeAngelis ..........................................................81
Chapter 7 Open Innovation and New Product Development
Through Communities of Practice..............................................89
Larry Huston ............................................................................................90
Bill Veltrop................................................................................................97
Chapter 8 Brand Building Through Global Brand Growth..................99
The Globalization of Jack ................................................................101
MikeKeyes..............................................................................................102
Contents
Chapter 9 Growth Through Brand Portfolio and
Risk Management............................................................................113
The Mission of the Brown-Forman Portfolio ..................................114
Super-Premium Margins: The Key to Portfolio Management........115
The Portfolio Return on Investment from Brand Renovation........116
The Scientific Method of Resource Allocation................................117
Case in Point: Jack Daniel s in China................................................118
The Role of Leadership: Owsley Brown and Resource
Allocation Modeling..............................................................................120
Brand Value............................................................................................121
Business Process and Technology Are Key to
Brand-Building Success........................................................................122
The Role of the Marketing Function................................................123
Chapter 10 Insights-Led Brand Building in Technology........................125
Peter Boland............................................................................................127
Summary..................................................................................................137
Chapter 11 Marketing Knowledge Centers..................................................139
What Is a Marketing Knowledge Center?........................................140
An MKC Can Help Solve Problems..................................................141
What Is the Value of an MKC?..........................................................142
Four Types of Marketing Knowledge................................................142
How to Best Manage Knowledge......................................................143
Focus: Gillette Global Marketing Resource Center........................145
Marci Sapers............................................................................................145
Chapter 12 The New CMO................................................................................153
The Marketing and IT Functions Merge: Chief
Marketing Officer..................................................................................153
Focus on Hyatt: Tom O Toole ............................................................156
Part HI How to Get It Done........................................................................167
Chapter 13 Managing Information..................................................................169
Streaming Marketing Information to Be Agile ..............................170
Collaboration and Continuous Improvement..................................173
Knowledge and Information as Input................................................175
Improve %ur Marketing to Grow Your Business
The Role of Technology in Facilitating the Capitalization
of Knowledge..........................................................................................176
Summary..................................................................................................178
Chapter 14 Metrics and Building the Culture of Accountability......179
The Culture of Accountability............................................................181
The Attitude of Accountability..........................................................181
For What Should Marketing Be Accountable?................................183
Measuring Marketing Results for ROI..............................................185
The Correlation Between Attitudes and Behavior
Has Been Proven....................................................................................186
How We Can Track Marketing s Effect on Attitudes
and Behavior ..........................................................................................187
New Technologies for Marketing Accountability ..........................187
Putting the New Marketing Accountability to Work..................189
Influence Each Touch Point to Improve ROI..................................190
Summary..................................................................................................192
Chapter 15 Communities of Practice for Consumer Connection
and Open Innovation....................................................................193
Larry Huston, COP Defined................................................................194
Partnership with the Consumer..........................................................196
The Power of Cross-Functional Teams and COPs..........................196
Mike Keyes, Communities of Practice: Taking Lynchburg
on the Road ............................................................................................198
Building a Value Network..................................................................199
Preserve Peasant Wisdom, Yet Break Down Walls........................199
Mike Keyes, Rural Images ..................................................................200
The More Knowledge You Have, the More You Realize
How Much More You Need to Know ..............................................200
Summary..................................................................................................200
Chapter 16 Empowering Change from the Top Down..........................201
Tom Falk..................................................................................................202
Push Growth Boundaries Beyond Traditional Limits....................203
Create the Ability to Develop and Apply Insights........................205
Apply Positive Risk Management......................................................209
Get the Insights to Market Quickly..................................................210
Leading the Way to Breakthrough Growth......................................211
|
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| id | DE-604.BV023166016 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T13:09:22Z |
| institution | BVB |
| isbn | 0132331594 9780132331593 |
| language | English |
| lccn | 2007018533 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016334183 |
| oclc_num | 128236618 |
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| owner | DE-19 DE-BY-UBM DE-384 |
| owner_facet | DE-19 DE-BY-UBM DE-384 |
| physical | XXVI, 226 S. Ill., graph. Darst. 24 cm |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Wharton School Publ. |
| record_format | marc |
| spellingShingle | Hastings, Hunter Improve your marketing to grow your business insights and innovation that drive business and brand growth Marketing Management Information technology Branding (Marketing) Internet marketing |
| title | Improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_auth | Improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_exact_search | Improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_full | Improve your marketing to grow your business insights and innovation that drive business and brand growth Hunter Hastings with Jeff Saperstein |
| title_fullStr | Improve your marketing to grow your business insights and innovation that drive business and brand growth Hunter Hastings with Jeff Saperstein |
| title_full_unstemmed | Improve your marketing to grow your business insights and innovation that drive business and brand growth Hunter Hastings with Jeff Saperstein |
| title_short | Improve your marketing to grow your business |
| title_sort | improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_sub | insights and innovation that drive business and brand growth |
| topic | Marketing Management Information technology Branding (Marketing) Internet marketing |
| topic_facet | Marketing Management Information technology Branding (Marketing) Internet marketing |
| url | http://www.loc.gov/catdir/toc/ecip0717/2007018533.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016334183&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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