How to Innovate in Marketing (Collection): Edition 2

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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 innovation… structure organizations and incentivize teams to innovate… implement management systems to assess your progress… 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. Reece’s “PRAISE” 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 execution… how to clarify your company’s purpose, customer value, and best opportunities… fix sales and marketing problems that have persisted for decades… accurately measure marketing’s real value… combine proven traditional marketing techniques with new social media practices… 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 McDonald’s®. Larry Light, the Global CMO who spearheaded McDonald’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 “dos” and “don’ts” for everything from segmentation to R&D, leadership to execution. If you’re in marketing (or anywhere near it) this collection’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 Kiddon

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About the author

Tony Davila is a faculty member of Stanford’s Graduate School of Business. Building on his doctoral work at the Harvard Business School, he works with large industrial companies and Silicon Valley startups to design management control and performance measurement systems that drive innovation. Marc J. Epstein has been a visiting professor and Hansjoerg Wyss visiting scholar at Harvard Business School and a distinguished research professor at Rice University’s Jones Graduate School of Management. He has consulted with leading organizations for 25+ years, specializing in strategy implementation, innovation, governance, accountability, and metrics. Robert Shelton, managing director of Navigant Consulting’s Innovation practice, serves a “who’s who” of innovative Fortune® 500s in the electronics, energy, health care, automotive, consumer goods, software, and aerospace industries. Monique Reece is President of MarketSmarter, a company that helps entrepreneurs and intrapreneurial Fortune® 500 divisions grow faster through smarter strategy, planning, and execution. She is an Executive Education faculty member at the University of Denver’s Daniels College of Business. Michael Tasner runs Taz Solutions, a large online marketing and design firm that works with high-profile speakers, authors, consultants, and entrepreneurs worldwide. Many businesses trust him to run their entire online marketing campaigns; he has also consulted on web marketing with many Fortune 1000 companies. Larry Light is CEO of Arcature, LLC, a leading global brand consultancy. He was Global CMO for McDonald’s during the crucial years of its marketing turnaround. Working with clients including Nissan, 3M, and IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building enduring, high-profit brands. Joan Kiddon, President/COO of Arcature, consulted on McDonald’s key strategic projects during its brand turnaround, and was BBDO/West’s Director of Market Research.

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Additional Information

FT Press
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Published on
Apr 27, 2013
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Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Eligible for Family Library

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The instant New York Times bestseller from Shark Tank star and Fubu Founder Daymond John on why starting a business on a limited budget can be an entrepreneur's greatest competitive advantage.

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Drawing his own experiences as an entrepreneur and branding consultant, peeks behind-the scenes from the set of Shark Tank, and stories of dozens of other entrepreneurs who have hustled their way to wealth, John shows how we can all leverage the power of broke to phenomenal success. You’ll meet:

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Making Innovation Work presents a formal innovation process proven to work at HP, Microsoft, and Toyota to help ordinary managers drive top and bottom line growth from innovation. The authors have drawn on their unsurpassed innovation consulting experience -- as well as the most thorough review of innovation research ever performed. They'll show what works, what doesn't, and how to use management tools to dramatically increase the payoff from innovation investments. Learn how to define the right strategy for effective innovation, how to structure an organization to innovate best, how to implement management systems to assess ongoing innovation, how to incentivize teams to deliver, and much more. This book offers the first authoritative guide to using metrics at every step of the innovation process -- from idea creation and selection through prototyping and commercialization. This updated edition refreshes the examples used throughout the book and features a new introduction that gives currency to the principles covered throughout.


For years, Creating Breakthrough Products has offered an indispensable roadmap for uncovering new opportunities, identifying what customers really value, and building products and services that redefine markets -- or create entirely new markets. Now, the authors have thoroughly updated their classic book, adding brand-new chapters on service design and global innovation, plus new insights, best practices, and case studies from both U.S. and global companies. Their new second edition presents:

Revolutionary (Apple-style) and evolutionary (Disney-style) approaches to innovation: choosing between them, and making either one work More coverage of Value Opportunity Analysis and ethnography New case studies ranging from Navistar's latest long-haul truck to P+G's reinvention of Herbal Essences, plus updates to existing cases New coverage of the emerging environment of product-service ecosystems Additional visual maps and illustrations that make the book more intuitive and accessible

Readers will find new insights into identifying Product Opportunity Gaps that can lead to enormous success, navigating the "Fuzzy Front End" of product development, and leveraging contributions from diverse product teams -- while staying relentlessly focused on their customers' values and lifestyles, from strategy through execution.

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