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Real-time marketing for business growth : how to use social media, measure marketing, and create a culture of execution /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Upper Saddle River, N.J. :
FT Press,
©2010.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Purpose: Define Your Purpose
- What is Purpose and Why is it Important?
- A Mission Statement Answers Why Do We Exist?
- Create a Compelling Vision
- Core Values Drive Behavior
- The C Word
- How The Ritz-Carlton Creates and Sustains a High-Performance Culture
- Defining Core Values
- Game Changers
- Do What You Love and the Money Will Follow
- Measurable Goals Drive Success
- Situation Analysis and SWOT Analysis
- Research: Market Opportunity
- The Biggest Mistake Entrepreneurs Make
- A Micro to Macro Process
- Micro Perspective: Focus on High-Value Customers
- Love Your Loyal Customers
- 1:1 Marketing: Treat Different Customers Differently
- Marketings Secret Weapon
- Create Unique Customer Experiences
- Customer Experience: The Dark Side
- Why Do Customers Buy?
- Real-Time Customer Research
- Macro Perspective: Get the Big Picture
- Market Segmentation for the Twenty-First Century
- Zeroing in on Consumer Target Markets
- Forecasting Demand
- Competition: Keep Your Friends Close and Your Enemies Closer
- Anticipate the Unexpected: Research Macro-Environmental Factors
- Get Smart: Talk to Your Customers
- Social Media and Online Tools Enable Real-Time Research
- Analyze: Growth and Profit Potential
- Business Expansion: Vulnerable or Poised for Growth?
- Substitute Products and Services
- Disrupt and Innovate
- Finding New Value: Part Deux
- Pricing Strategy and Objectives
- Analyze Price and Profitability by Product and Service
- Distribution and Channel Sales Strategy
- Formula for Success: Real-Time Channel Development
- Analyzing and Selecting Channels
- Strategic Alliances and Partnerships
- Strategize: Growth Opportunities
- What is Strategy?
- A Framework and Process for Strategy Development
- Target Market Strategies
- Positioning Strategy
- What is Your Brand Worth?
- Design Your Brand Personality and Essence
- Customer Strategies
- Listen and Respond
- Customers Are Your Best Advisors
- Customers are Cocreators
- Product and Service Strategy
- Product Differentiation
- Competitive Strategies
- Growth Strategies
- Innovation Strategies
- The Long Tail
- Nurture a Culture of Innovation
- Sales Strategy and Plan
- Marketing Objectives Drive Strategy
- The Art and Science of Developing Strategy
- Implement: Traditional and New Media
- The State of Marketing Today
- Social Media, Digital Media, and Personal Communication Tactics
- Digital Base Camp: Create a Great Web Site
- Search Engine Marketing (SEM) and Optimization
- Online Advertising
- Email Marketing
- Mobility Marketing
- Social Media: Build Your Brand and Connect with Customers
- What We Know So Far: Surprising Statistics
- Measuring the Effectiveness of Social Media
- Social Media Networks
- The Blogosphere
- Social Media Strategy and Planning Guide
- Word of Mouth: Viral Marketing and Buzz
- Public Relations
- Create a Tactical Plan with Execution Built-In
- Make Marketing Measurable
- Implementation Calendar and Budget
- Execute and Evaluate: Create a Culture of Execution
- The Problem with Marketing
- Asset-Based Marketing Measurement
- Evaluate: What Is Measured Improves
- ROI Optimizer: Increase the Effectiveness of How Marketing is Measured
- The Balanced Scorecard
- The Art and Science of Execution
- Real-Time Marketing Planning
- Create a Culture of Execution
- Now Its Up to You
- Endnotes
- Workshops and Training Programs
- Real-Time Marketing for Business Growth Free Resources and Tools.