When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. Even companies committed to jabbing—patiently engaging with customers to build the relationships crucial to successful social media campaigns—want to land the punch that will take down their opponent or their customer’s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don’t.
Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
Sun Tzu and Sun Pin's timeless strategic masterpieces are constantly analyzed and interpreted by leaders worldwide. For the first time ever, author D.E. Tarver explains the classic texts, The Art of War by Sun Tzu and The Art of Warfare by Sun Pin, in plain English.
War is the perfect training ground for teaching Sun Tzu's ancient philosophies to attaining victory over an opponent. The Art of War outlines the steps for outwitting the enemy, be it an army of 10,000 or an unresponsive client.
The Art of War teaches leaders strategies to attain victory by: Knowing when to stand up to an opponent, and when to back down. How to be confident without being overly confident. Considering the cost of the campaign before launching an attack. Avoiding an opponent's strengths and striking his weaknesses.
"The one who is first to the field of battle has time to rest, while his opponent rushes into the conflict weary and confused. The first will be fresh and alert. The second will waste most of his energy trying to catch up." Be the first to the battlefield with The Art of War.
Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.)
We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering.
We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.
What's New In the 2nd Edition
While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, howeverUpdated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.
It is historical fact that Albert Fountain–Indian
fighter, lawman, well-known political figure, newspaper publisher, respected
attorney–and his eight-year-old son, Henry, vanished on a cold winter’s day
near White Sands, New Mexico Territory, in 1896. They were never found. For
over fifty years Henry Fountain kept secret his survival of the deadly ambush that
killed Albert and his bloody war on the assassins. Yellow Boy, his Apache
mentor, called him Hombrecito,
“Little Man.” Hombrecito: Half Anglo,
half Mexican, all Apache. Hombrecito’s War is a richly imagined myth of
survival and revenge in the border southwest at the turn of the last century.
Ambushing and killing Albert Fountain’s murderers, Henry
Grace, Hombrecito, and his Apache mentor, Yellow Boy, disappear into the Sierra
Madre Mountains and there help a young woman search for her little brother
stolen by Apache raiders. For Henry, the search is an odyssey of self-discovery
and revelation in a hard, unforgiving land where to make a mistake is to die
and the promise of tomorrow is what you make it. It is a myth many lived, but few
survived on the last western frontier of southern New Mexico and Arizona and
northern Chihuahua and Sonora, a frontier that bronco Apaches still raided into
the third decade of the twentieth century.
Dreams of a fiery jaguar haunt Henry Grace when his
old friend, Pancho Villa, fighting a civil war, asks for help. Henry begins a
long journey into darkness supporting Villa. It is a time of cold, ruthless calculation
and a time of insanity; a time of betrayal and a time of loyalty; a time of
deadly enemies and a time of unseen friends; a time of revenge and a time of
justice; a time of secrets and a time of answers hidden in a dream. Most
importantly, it is a time when Henry discovers what is true about his own self.