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Real-time marketing for business growth : how to use social media, measure marketing, and create a culture of execution / Monique Reece.

By: Material type: TextTextPublisher: Upper Saddle River, N.J. : FT Press, [2010]Copyright date: ©2010Description: xxxii, 372 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0137010109
  • 9780137010103
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415.13 .R367 2010
Contents:
Introduction -- Section I. Purpose: Define Your Purpose -- 1. What Is Purpose and Why Is It Important? -- 2. A Mission Statement Answers “Why Do We Exist?” -- 3. Create a Compelling Vision -- 4. Core Values Drive Behavior -- 5. The “C” Word -- 6. How The Ritz-Carlton Creates and Sustains a High-Performance Culture -- 7. Defining Core Values -- 8. Game Changers -- 9. Do What You Love and the Money Will Follow -- 10. Measurable Goals Drive Success -- 11. Situation Analysis and SWOT Analysis -- Section II. Research: Market Opportunity -- 12. The Biggest Mistake Entrepreneurs Make -- 13. A Micro to Macro Process -- 14. Micro Perspective: Focus on High-Value Customers -- 15. Love Your Loyal Customers -- 16. 1:1 Marketing: Treat Different Customers Differently -- 17. Marketing's Secret Weapon -- 18. Create Unique Customer Experiences -- 19. Customer Experience: The Dark Side -- 20. Why Do Customers Buy? -- 21. Real-Time Customer Research -- 22. Macro Perspective: Get the Big Picture -- 23. Market Segmentation for the Twenty-First Century -- 24. Zeroing in on Consumer Target Markets -- 25. Forecasting Demand -- 26. Competition: Keep Your Friends Close and Your Enemies Closer -- 27. Anticipate the Unexpected: Research Macro-Environmental Factors -- 28. Get Smart: Talk to Your Customers -- 29. Social Media and Online Tools Enable Real-Time Research -- Section III. Analyze: Growth and Profit Potential -- 30. Business Expansion: Vulnerable or Poised for Growth? -- 31. Substitute Products and Services -- 32. Disrupt and Innovate -- 33. Finding New Value: Part Deux -- 34. Pricing Strategy and Objectives -- 35. Analyze Price and Profitability by Product and Service -- 36. Distribution and Channel Sales Strategy -- 37. Formula for Success: Real-Time Channel Development -- 38. Analyzing and Selecting Channels -- 39. Strategic Alliances and Partnerships -- Section IV. Strategize: Growth Opportunities -- 40. What Is Strategy? -- 41. A Framework and Process for Strategy Development -- 42. Target Market Strategies -- 43. Positioning Strategy -- 44. What Is Your Brand Worth? -- 45. Design Your Brand Personality and Essence -- 46. Customer Strategies -- 47. Listen and Respond -- 48. Customers Are Your Best Advisors -- 49. Customers Are Cocreators -- 50. Product and Service Strategy -- 51. Product Differentiation -- 52. Competitive Strategies -- 53. Growth Strategies -- 54. Innovation Strategies -- 55. The Long Tail -- 56. Nurture a Culture of Innovation -- 57. Sales Strategy and Plan -- 58. Marketing Objectives Drive Strategy -- 59. The Art and Science of Developing Strategy -- Section V. Implement: Traditional and New Media -- 60. The State of Marketing Today -- Part I. Social Media, Digital Media, and Personal Communication Tactics -- 61. Digital Base Camp: Create a Great Web Site -- 62. Search Engine Marketing (SEM) and Optimization -- 63. Online Advertising -- 64. Email Marketing -- 65. Mobility Marketing -- 66. Social Media: Build Your Brand and Connect with Customers -- 67. What We Know So Far: Surprising Statistics -- 68. Measuring the Effectiveness of Social Media -- 69. Social Media Networks -- 70. The Blogosphere -- 71. Social Media Strategy and Planning Guide -- 72. Word of Mouth: Viral Marketing and Buzz -- 73. Public Relations -- Part II. Create a Tactical Plan with Execution Built-In -- 74. Make Marketing Measurable -- 75. Implementation Calendar and Budget -- Section VI. Execute and Evaluate: Create a Culture of Execution -- 76. The Problem with Marketing -- 77. Asset-Based Marketing Measurement -- 78. Evaluate: What Is Measured Improves -- 79. ROI Optimizer: Increase the Effectiveness of How Marketing Is Measured -- 80. The Balanced Scorecard -- 81. The Art and Science of Execution -- 82. Real-Time Marketing Planning -- 83. Create a Culture of Execution -- 84. Now It's Up to You -- Endnotes -- Workshops and Training Programs -- Real-Time Marketing for Business Growth Free Resources and Tools.
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Includes bibliographical references and index.

Introduction -- Section I. Purpose: Define Your Purpose -- 1. What Is Purpose and Why Is It Important? -- 2. A Mission Statement Answers “Why Do We Exist?” -- 3. Create a Compelling Vision -- 4. Core Values Drive Behavior -- 5. The “C” Word -- 6. How The Ritz-Carlton Creates and Sustains a High-Performance Culture -- 7. Defining Core Values -- 8. Game Changers -- 9. Do What You Love and the Money Will Follow -- 10. Measurable Goals Drive Success -- 11. Situation Analysis and SWOT Analysis -- Section II. Research: Market Opportunity -- 12. The Biggest Mistake Entrepreneurs Make -- 13. A Micro to Macro Process -- 14. Micro Perspective: Focus on High-Value Customers -- 15. Love Your Loyal Customers -- 16. 1:1 Marketing: Treat Different Customers Differently -- 17. Marketing's Secret Weapon -- 18. Create Unique Customer Experiences -- 19. Customer Experience: The Dark Side -- 20. Why Do Customers Buy? -- 21. Real-Time Customer Research -- 22. Macro Perspective: Get the Big Picture -- 23. Market Segmentation for the Twenty-First Century -- 24. Zeroing in on Consumer Target Markets -- 25. Forecasting Demand -- 26. Competition: Keep Your Friends Close and Your Enemies Closer -- 27. Anticipate the Unexpected: Research Macro-Environmental Factors -- 28. Get Smart: Talk to Your Customers -- 29. Social Media and Online Tools Enable Real-Time Research -- Section III. Analyze: Growth and Profit Potential -- 30. Business Expansion: Vulnerable or Poised for Growth? -- 31. Substitute Products and Services -- 32. Disrupt and Innovate -- 33. Finding New Value: Part Deux -- 34. Pricing Strategy and Objectives -- 35. Analyze Price and Profitability by Product and Service -- 36. Distribution and Channel Sales Strategy -- 37. Formula for Success: Real-Time Channel Development -- 38. Analyzing and Selecting Channels -- 39. Strategic Alliances and Partnerships -- Section IV. Strategize: Growth Opportunities -- 40. What Is Strategy? -- 41. A Framework and Process for Strategy Development -- 42. Target Market Strategies -- 43. Positioning Strategy -- 44. What Is Your Brand Worth? -- 45. Design Your Brand Personality and Essence -- 46. Customer Strategies -- 47. Listen and Respond -- 48. Customers Are Your Best Advisors -- 49. Customers Are Cocreators -- 50. Product and Service Strategy -- 51. Product Differentiation -- 52. Competitive Strategies -- 53. Growth Strategies -- 54. Innovation Strategies -- 55. The Long Tail -- 56. Nurture a Culture of Innovation -- 57. Sales Strategy and Plan -- 58. Marketing Objectives Drive Strategy -- 59. The Art and Science of Developing Strategy -- Section V. Implement: Traditional and New Media -- 60. The State of Marketing Today -- Part I. Social Media, Digital Media, and Personal Communication Tactics -- 61. Digital Base Camp: Create a Great Web Site -- 62. Search Engine Marketing (SEM) and Optimization -- 63. Online Advertising -- 64. Email Marketing -- 65. Mobility Marketing -- 66. Social Media: Build Your Brand and Connect with Customers -- 67. What We Know So Far: Surprising Statistics -- 68. Measuring the Effectiveness of Social Media -- 69. Social Media Networks -- 70. The Blogosphere -- 71. Social Media Strategy and Planning Guide -- 72. Word of Mouth: Viral Marketing and Buzz -- 73. Public Relations -- Part II. Create a Tactical Plan with Execution Built-In -- 74. Make Marketing Measurable -- 75. Implementation Calendar and Budget -- Section VI. Execute and Evaluate: Create a Culture of Execution -- 76. The Problem with Marketing -- 77. Asset-Based Marketing Measurement -- 78. Evaluate: What Is Measured Improves -- 79. ROI Optimizer: Increase the Effectiveness of How Marketing Is Measured -- 80. The Balanced Scorecard -- 81. The Art and Science of Execution -- 82. Real-Time Marketing Planning -- 83. Create a Culture of Execution -- 84. Now It's Up to You -- Endnotes -- Workshops and Training Programs -- Real-Time Marketing for Business Growth Free Resources and Tools.

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