How to Innovate in Marketing (Collection)

How to Innovate in Marketing (Collection)

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A brand new collection of authoritative guides to marketing innovation 4 authoritative books deliver state-of-the-art guidance for more innovative, more effective, more measurably successful marketing! This 4-book collection will help you bring world-class innovation to marketing and everything that touches it! Start with Making Innovation Work: a formal process that can help you drive top and bottom line growth from innovation throughout marketing and beyond. Packed with new examples, it will help you define the right strategy for effective marketing innovationa€b structure organizations and incentivize teams to innovatea€b implement management systems to assess your progressa€b effectively use metrics from idea creation through commercialization. Next, in Real-Time Marketing for Business Growth, top business consultant Monique Reece offers a proven, start-to-finish blueprint for igniting profitable, sustainable growth. Reecea€™s a€œPRAISEa€ process 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 executiona€b how to clarify your companya€™s purpose, customer value, and best opportunitiesa€b fix sales and marketing problems that have persisted for decadesa€b accurately measure marketinga€™s real valuea€b combine proven traditional marketing techniques with new social media practicesa€b systematically and continually improve customer experience and lifetime value. Then, in Marketing in the Moment, leading Web marketing consultant Michael Tasner shows exactly how to drive maximum value from advanced Web, online, mobile, and social marketing. Discover which new technologies deliver the best results (and which rarely do)... how to use virtual collaboration to executive marketing projects faster and at lower cost... how to build realistic, practical action plans for the next three months, six months, and twelve months. Finally, in Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach invaluable lessons from one of the most successful brand revitalization projects in business history: the reinvigoration of McDonalda€™sAr. Larry Light, the Global CMO who spearheaded McDonalda€™s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and Joan Kiddon illuminate their blueprint with specific examples, offering detailed a€œdosa€ and a€œdona€™tsa€ for everything from segmentation to RaD, leadership to execution. If youa€™re in marketing (or anywhere near it) this collectiona€™s techniques can powerfully and measurably improve your performance, starting today! From world-renowned marketing experts Tony Davila, Marc Epstein, Robert Shelton, Monique Reece, Michael Tasner, Larry Light, and Joan KiddonFor example, a shopper at a local mail that receives a message for a discount at her favorite store is likely to appreciate a ... A consumer product company might offer a coupon for a free trial when the consumer is asked to enter a special promotion code. ... If 47 percent of online users participate in online contest or sweepstakes, and 31 percent use online coupons, then mobile users may embrace it too.

Title:How to Innovate in Marketing (Collection)
Author:Monique Reece, Michael Tasner, Tony Davila, Marc Epstein, Robert Shelton, Larry Light, Joan Kiddon
Publisher:FT Press - 2013-04-27


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