Improve Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growth

Pearson Prentice Hall
Free sample

“Marketing is part art and part science. The ‘art era’ was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.”

–ARTURO MASSA

Leading Global Marketing Executive, Fortune 500 Company

How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value:

  • Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more
  • New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette
  • How to create a marketing culture of accountability, and empower change throughout your organization
  • Indispensable reading for every marketing leader, manager, and business strategist

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.

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About the author

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.

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Additional Information

Publisher
Pearson Prentice Hall
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Published on
Sep 28, 2007
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Pages
256
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ISBN
9780132716192
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Language
English
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Genres
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Eligible for Family Library

Reading information

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Marketing decisions often misfire when driven more by beliefs than by knowledge. This book will guide you on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The author has based this book on the fields of epistemology—the study of how knowledge is created—and the philosophy of science— the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn’t marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? The book details the groundwork for learning how to apply scientific reasoning to the field of marketing, such as some basic and important definitions (“What is a belief?” “What is knowledge?”), and identifies barriers to scientific reasoning, giving an example from the Dow Chemical Company and just how Dow uses critical thinking and reasoning skills to make more effective marketing and business decisions. You’ll also learn some real “thinking tools” you will need to apply scientific reasoning to solving your marketing problems. It introduces topics relating to attributes versus constructs, the meaning of causation, the relationship between coherence and justified beliefs, the importance of logic to sound reasoning, and the avoidance of logical fallacies in making sound recommendations. The book concludes by giving you direction to further improve your ability to apply scientific reasoning to solving marketing problems.
A powerful story leveraged through word of mouth, mouse, and mobile is the secret to connecting with customers in our time-starved and media-fragmented society. Whether you’re just starting out or a seasoned veteran, these easy-to-read-and-apply five-minute articles will enhance your efforts. As a sequel to Mary’s first book, Five-Minute Marketing, this book includes the best of her published columns, entries from her popular blog www.fiveminutemarketing.com, and other previously unpublished work. Dip in or read it cover to cover and ramp up your marketing quickly. You will learn how to • generate WOM, publicity, and media interest in your business; • track trends and take advantage of marketing opportunity; • use social media to your advantage; • brand your business, your ideas, or your products; • model winning approaches to advertising from industry leaders; • leverage your story; and much, much more! “Mary Charleson’s 5-Minute Marketing columns consistently provide entrepreneurs with valuable advice about marketing their products, their companies and themselves. This book includes the best of her recent columns along with insights from her blog and previously unpublished work.” —Timothy Renshaw, Editor, Business in Vancouver “Today positive WOM may be the single greatest influencer of a brand’s future success. If you want to know how to succeed Mary’s book is a great place to start.” —Lance Saunders, Executive VP, Managing Director, DDB Canada “Engaging, entertaining, and a born teacher, Mary makes learning fun. From the classroom to the boardroom, she offers up great marketing insights. This book is simply an extension of her style to the written page.” —Charlene Hill, Department Chair, School of Business, Capilano University
The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!

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.

The New York Times bestseller that explains why certain products and ideas become popular.

“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on Happiness

What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.

In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.

Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
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