Leading Global Marketing Executive, Fortune 500 Company
How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value:
For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results.
Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.
Hunter Hastings is the co-founder and CEO of EMM Group (www.emmgroup.net), an enterprise marketing management consulting firm that helps clients unleash growth by applying best practice-based marketing processes and marketing technology. Hastings spent many years managing brands at Procter & Gamble and Stroh Brewery. Capitalizing on this experience, he has led innovative marketing consulting practices throughout the world, ultimately founding the revolutionary marketing approach now called enterprise marketing management. Hastings’ consulting clients have included Kimberly-Clark, VISA International, Microsoft, Clorox, Gillette, Yahoo!, Kraft, PepsiCo, Hewlett Packard, AT&T, Brown-Forman, Unilever, and Michelin, to name just a few.
Jeff Saperstein is the author of Creating Regional Wealth in the Innovation Economy. He is an instructor at San Francisco State University College of Business and a consultant on innovation in marketing and technology. His website is www.creatingregionalwealth.com.
Build a brand that everyone in the organization owns, lives, loves--and shines through in every customer interaction.
A brand is a promise you make to your consumers. That promise has two parts: what you say you are promising, and what you actually deliver. Don’t assume the brand is owned by marketing. Marketing is the quarterback, calling plays for the brand, but every person and department is crucial to its success.
In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics.
Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing.
To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl
For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html
In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.
You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts:Reciprocation: The internal pull to repay what another person has provided us.Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions.Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct.Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them.Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise.Scarcity: We want more of what is less available or dwindling in availability.
Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.
Donald Miller's StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides listeners with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services. Building a StoryBrand does this by teaching listeners the seven universal story points all humans respond to, the real reason customers make purchases, how to simplify a brand message so people understand it, and how to create the most effective messaging for websites, brochures, and social media.
Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.