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The new language of marketing 2.0 : how to use ANGELS to energize your market /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Upper Saddle River, N.J. :
IBM Press/Pearson,
Ã2009.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Part 1
- A: Analyze here, there, and everywhere
- Listening and analyzing in the global world
- Segmentation in action : the Nortel case
- Globalization : Lenovo, Google, Unilever and IBM
- Part 2
- N: Nail the strategy
- Fish where the fish are and use the right bait
- Relevance and roles : Forrester research
- Lightly branded : Eepybirb, the Coca-Cola company, and Mentos
- Corporate social responsibility : IBM's project green and Marks & Spencer
- Part 3
- G: Go-to-market
- Break through the noise
- Influencer value : the IBM case study
- Part 4
- E: Energize the ecosystem and market
- The new vessels
- Energize the channel with communities : OMG, Adobe and Rubicon consulting, and Harley-Davidson
- Virtual environments : the Coca-Cola company and IBM
- Widgets : the use of widgets at IBM
- Blogs : Midwest airlines and IBM
- Serious gaming : IBM's Innov8
- Part 5
- L: Leads and revenue
- Show me the money : a discussion with Google, the marketing leadership council, and marketingNPV
- Innovation, engagement, and business results : Adidas group, Conagra foods, Tellabs
- Marketing dashboards : IBM cognos
- Part 6
- S: Scream through technology
- Screaming world changes
- Technology matters : IBM, Staples, Dell, and Myvirtualmodel
- Part 7
- P: Putting it all together
- End-to-end example : IBM websphere and the SOA agenda, prolifics, and ascendant technology
- The top 10 don'ts and the marketing organization of the future.