Twitter is Not a Strategy

Rediscovering the Art of Brand Marketing

Author: Tom Doctoroff

Publisher: St. Martin's Press

ISBN: 113747470X

Category: Business & Economics

Page: 272

View: 2819

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In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.

Integrated Marketing Communication

Creative Strategy from Idea to Implementation

Author: Robyn Blakeman

Publisher: Rowman & Littlefield

ISBN: 1538101068

Category: Business & Economics

Page: 368

View: 776

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Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Social Media Intelligence

Author: Wendy W. Moe,David A. Schweidel

Publisher: Cambridge University Press

ISBN: 1107656036

Category: Computers

Page: 200

View: 4236

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In the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions. Are consumers satisfied with our product? How are our policies perceived? Do voters agree with our platform? Measuring online opinion is more complex than just reading a few posted reviews. Social media is replete with noise and chatter that can contaminate monitoring efforts. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy. This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to more comprehensive use of social media intelligence.

You Are What You Tweet

Harness the Power of Twitter to Create a Happier, Healthier Life

Author: Germany Kent

Publisher: Star Stone Press, LLC

ISBN: 099614689X

Category: Computers

Page: 281

View: 4008

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You Are What You Tweet is a cheerfully optimistic book filled with humor and strategies that will help you become Twitter-savvy. This inspiring book serves as far more than a guide to finding your niche on Twitter. It also gives you the tools you need to master this remarkable communication tool and connect with intriguing people around the world. This inspiring, encouraging book will teach you how adapting a new mindset and using positivity can propel you to becoming influential on social media and greatly enhance your own life. You Are What You Tweet teaches you how to engage your audience with quality content, making it nearly a prerequisite for you to be in the right state of mind. After reading this book, you'll learn how, surprisingly, Twitter can help you to find yourself and feel supported to be who you are.

Social Media Isn't Social

Rediscovering the lost art of face-to-face communication

Author: Al Maag

Publisher: She Writes Press

ISBN: 1940716446

Category: Biography & Autobiography

Page: 250

View: 6762

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With humor and insight born of decades of experience, Al Maag shares what he learned during his Chicago childhood in the 1950s and 60s, a stark contrast to the current C-generation that has grown up with electronic gadgets. Social Media Isn't Social shows why online social media cannot replace face-to-face human connection, and reveals the critical real-life social skills you need to succeed today in business and in life.

Brand You

Turn Your Unique Talents into a Winning Formula

Author: John Purkiss,David Royston-Lee

Publisher: Pearson UK

ISBN: 0273779214

Category: Business & Economics

Page: 264

View: 9613

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In the modern workplace, clearly defined hierarchies are on the wane, few of us have ‘jobs for life’ and many of us have portfolio careers or are self-employed. In these self-reliant times, it’s essential to be remembered for the right reasons. Brand You helps you develop a powerful personal brand, both on- and offline, and shows you how to: Discover your talents, values and purpose Become more visible in your market Make the most of your networks Build your brand online using blogs, LinkedIn, Facebook and Twitter Attract people who want what you do in the way that you do it This new, extended edition is the definitive guide to personal branding and is packed with new material on social media, charisma and discovering your mission, as well as new exercises and examples. It is supported by valuable extra tools. To succeed in today's fast-paced environment, you have to know yourself and be able to communicate your brand to the outside world. This book will show you how. Highly recommended.- Gemma Greaves, Marketing Director, The Marketing Society. A must-read for everyone, from trainees to board members.- Sanjay Shah, Chief Financial Officer, The London Clinic.

Attracting Perfect Customers

The Power of Strategic Synchronicity

Author: Stacey Hall,Jan S. Stringer

Publisher: Berrett-Koehler Publishers

ISBN: 1609940377

Category: Business & Economics

Page: 200

View: 4904

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Most businesses spend far too much of their time and energy struggling to get new customers or hang on to existing ones-even customers who are ultimately more trouble than they're worth. Attracting Perfect Customers invites readers to move beyond the notions that "business is war" and winning market share means "beating" the other guy. The authors outline a simple strategic process for making businesses so highly attractive that perfect customers and clients are naturally drawn right to them. Sound too good to be true? Hall and Brogniez have successfully shown clients how to do it for years, and now they share their secrets. They prove that it is no longer productive or profitable to conduct business using the war-like marketing techniques of targeting customers and outmaneuvering the competition. In fact, these techniques seem antiquated and labor-intensive when compared to the Strategic Attraction Planning process, which requires just five minutes each day and enables any business to easily attract customers that are a perfect fit for their organization-the kind of customers it is a pleasure to serve. Attracting Perfect Customers takes you step by step through the entire strategic attraction process. The authors reveal the six success standards of strategic synchronicity and share simple, fun, and easy-to-follow exercises that can be applied to any organization. They walk you through the process of creating your own personalized Strategic Attraction Plan and provide 21 supportive tips for making any company more attractive to its perfect customers. Attracting Perfect Customerswill take you to a place where there is an abundance of perfect customers and clients with whom you can build strong, satisfying, profitable, and lasting relationships.

What Chinese Want

Culture, Communism and the Modern Chinese Consumer

Author: Tom Doctoroff

Publisher: Macmillan

ISBN: 023034030X

Category: Business & Economics

Page: 258

View: 511

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A sweeping examination of contemporary Chinese consumer behavior explains the complex differences between Chinese and Western culture while revealing how marketers and businesses can take advantage of current opportunities.

True Story

How to Combine Story and Action to Transform Your Business

Author: Ty Montague

Publisher: Harvard Business Press

ISBN: 1422170683

Category: Business & Economics

Page: 224

View: 9242

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The co-founder of a brand studio describes how businesses can change their marketing strategies to describe and promote their brand's story in an effort to appeal to modern consumers who have become increasingly interested in what a business embodies and represents. 20,000 first printing.

Marketing Turnarounds

A Guide to Surviving Downturns and Rediscovering Growth

Author: Hooman Estelami

Publisher: Dog Ear Publishing

ISBN: 1608440974

Category: Business & Economics

Page: 252

View: 5004

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MARKETING TURNAROUNDS: A Guide to Surviving Downturns and Rediscovering Growth Knowledge of the intricate dynamics of marketing turnarounds is a fundamental requirement for business survival and growth today. The intense desire to survive in a slow market and find new avenues for growth has become a pressing goal for companies. The objective of this book is to enable the pursuit of this goal by providing a guide for managers on various marketing approaches that can lead to growth and profitability. The science of marketing turnarounds is based on an accurate understanding of how consumers respond to their changing environment. This book provides such an understanding by developing a framework of the various approaches to successfully executing marketing turnarounds. The framework and tools discussed not only enable managers to combat sales and profitability downturns, but also guide them in their aggressive pursuit of innovative ways to further nurture their businesses in stable and growing markets. "Marketing Turnarounds is a step by step guide to stop the bleeding and reposition your company for profits. Whether it's due to the economy or management blunders, this book will help you decide if a company or brand can be salvaged, how to cut costs without hurting sales, how to reposition the company or brand to take advantage of consumer and environmental trends, how to price, and how to promote - even in a bad economy. I strongly recommend this book for any company whose profits have started pointing south. I also recommend it for would-be entrepreneurs - reading this will help you avoid some of the mistakes you would otherwise make." -Marlene Jensen, CEO of Pricing Strategy Associates and author of Pricing Psychology Report and The Tao of Pricing "A step by step marketing manual for a much ignored subject: turnarounds!" -Jeffrey F. Willmott, Former Chairman of RCG Companies "A must have for all marketers. It is timely and an important tool kit for marketers and a path breaking work in marketing." -Rajneesh Suri, Associate Professor of Marketing, Drexel University "Marketing Turnarounds is a timely and extremely valuable addition to the current literature, not only for practitioners and students of marketing, but it is also a 'must read' for leaders and managers in all disciplines who are interested in growing the top and bottom lines of their businesses" -William V. Catucci, Former CEO of AT&T Canada Long Distance Services


Escaping the Competitive Herd

Author: Youngme Moon

Publisher: Crown Pub

ISBN: 030746086X

Category: Business & Economics

Page: 268

View: 7400

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Contending that today's high-quality marketplace has created an era of impossible competition, an award-winning Harvard Business School professor makes recommendations for how companies can retain market shares without losing status to copycat competitors.

The Art of Action

How Leaders Close the Gaps between Plans, Actions and Results

Author: Stephen Bungay

Publisher: Nicholas Brealey

ISBN: 1473644968

Category: Business & Economics

Page: 228

View: 6042

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What do you want me to do? This question is the enduring management issue, a perennial problem that Stephen Bungay shows has an old solution that is counter-intuitive and yet common sense. The Art of Action is a thought-provoking and fresh look at how managers can turn planning into execution, and execution into results. Drawing on his experience as a consultant, senior manager and a highly respected military historian, Stephen Bungay takes a close look at the nineteenth-century Prussian Army, which built its agility on the initiative of its highly empowered junior officers, to show business leaders how they can build more effective, productive organizations. Based on a theoretical framework which has been tested in practice over 150 years, Bungay shows how the approach known as 'mission command' has been applied in businesses as diverse as pharmaceuticals and F1 racing today. The Art of Action is scholarly but engaging, rigorous but pragmatic, and shows how common sense can sometimes be surprising.

Bold Brand

The New Rules for Differentiating, Branding, and Marketing Your Professional Services Firm

Author: Josh Miles

Publisher: CMI Books, Division of Z Squared Media, LLC

ISBN: 9780983330745

Category: Branding (Marketing)

Page: 268

View: 9558

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In his book Bold Brand, Josh Miles shows architects, engineers, attorneys, and other professionals how to differentiate and market their firms among the noise of social media, mobile technologies, and other online avenues. Josh presents a step-by-step process for standing out from the crowd and positioning your firm for growth and high return on investment.

Zero to 100,000

Social Media Tips and Tricks for Small Businesses

Author: Sarah-Jayne Gratton,Dean A. Gratton

Publisher: Que Publishing

ISBN: 0789748002

Category: Business & Economics

Page: 204

View: 1707

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Introduces a easy, low-cost social media plan to create a social media stage to use as a promotional tool for your business and includes advice from five experts.

Driving Digital Strategy

A Guide to Reimagining Your Business

Author: Sunil Gupta

Publisher: Harvard Business Press

ISBN: 1633692698

Category: Computers

Page: 288

View: 2882

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Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides.

Product Strategy for High Technology Companies

Author: Michael McGrath

Publisher: McGraw Hill Professional

ISBN: 0071610340

Category: Business & Economics

Page: 400

View: 4502

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One of the key determinants of success for today’s high-technology companies is product strategy—and this guide continues to be the only book on product strategy written specifically for the 21st century high-tech industry. More than 250 examples from technological leaders including IBM, Compaq, and Apple—plus a new focus on growth strategies and on Internet businesses—define how high-tech companies can use product strategy and product platform strategy for competitiveness, profitability, and growth in the Internet age.


Selling to the New Chinese Consumer

Author: Tom Doctoroff

Publisher: St. Martin's Press

ISBN: 1466893362

Category: Business & Economics

Page: 240

View: 1606

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This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer--all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past eleven years in Greater China with JWT, one of the region's largest advertising agencies. Marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.

Competitive Strategy

Techniques for Analyzing Industries and Competitors

Author: Michael E. Porter

Publisher: Simon and Schuster

ISBN: 1416590358

Category: Business & Economics

Page: 432

View: 2981

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Now nearing its sixtieth printing in English and translated into nineteen languages, Michael E. Porter's Competitive Strategy has transformed the theory, practice, and teaching of business strategy throughout the world. Electrifying in its simplicity—like all great breakthroughs—Porter’s analysis of industries captures the complexity of industry competition in five underlying forces. Porter introduces one of the most powerful competitive tools yet developed: his three generic strategies—lowest cost, differentiation, and focus—which bring structure to the task of strategic positioning. He shows how competitive advantage can be defined in terms of relative cost and relative prices, thus linking it directly to profitability, and presents a whole new perspective on how profit is created and divided. In the almost two decades since publication, Porter's framework for predicting competitor behavior has transformed the way in which companies look at their rivals and has given rise to the new discipline of competitor assessment. More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing. Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porter’s rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century.

The Art of Social Media

Power Tips for Power Users

Author: Guy Kawasaki,Peg Fitzpatrick

Publisher: Penguin

ISBN: 1591848075

Category: Business & Economics

Page: 196

View: 7968

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"A bottom-up strategy [intended] to produce a focused, thorough, and compelling presence on the most popular social-media platforms ... [guiding] you through steps to build your foundation, amass your digital assets, optimize your profile, attract more followers, and effectively integrate social media and blogging"

Why Johnny Can't Brand

Rediscovering the Lost Art of the Big Idea

Author: Bill Schley,Jr. Carl Nichols

Publisher: N.A

ISBN: 9780982694169

Category: Business & Economics

Page: 244

View: 4258

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Previous ed. published in 2005 by Portfolio.