Marketing champions: practical strategies for improving marketing's power, influence, and business impact
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
John Wiley a & Sons
c2006
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xviii, 270 p. ill. 24 cm |
| ISBN: | 0471744956 9780471744955 |
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| 245 | 1 | 0 | |a Marketing champions |b practical strategies for improving marketing's power, influence, and business impact |c Roy A. Young, Allen M. Weiss, and David W. Stewart |
| 264 | 1 | |a Hoboken, NJ |b John Wiley a & Sons |c c2006 | |
| 300 | |a xviii, 270 p. |b ill. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing | |
| 700 | 1 | |a Weiss, Allen M. |e Sonstige |4 oth | |
| 700 | 1 | |a Stewart, David W. |e Sonstige |4 oth | |
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Datensatz im Suchindex
| _version_ | 1804136832164691968 |
|---|---|
| adam_text | Contents
Preface: Are You a Marketing Champion? ix
Why This Book? x
The Marketing Champion s Imperative xiii
The Marketing Compass xv
About Our Research xvi
PART ONE: Understand the Landscape 1
1. Defy Marketing Myths 3
Myths about Marketing 4
Myths and Consequences: Marketing s Confused Role 9
Four Distorted Views 10
Transforming the Marketing Landscape in Your
Organization: What You ll Learn in This Book 17
2. Clean Up Your Language 25
Clarifying the Language of Marketing 26
Say What You Mean, and Mean What You Say 30
Standardize Your Professional Processes 31
Translate Marketing into the Language of Business 34
Tips for Talking Business 41
PART TWO: Manage North 47
3. Make Marketing Matter to Your CEO 49
Sleepless in the C Suite 50
Marketing to the Rescue 52
A Word about the Board and Wall Street 64
Your CEO SWOT Analysis 69
4. Forge a Friendship with Your CFO 71
Understand Your CFO s Needs 73
Give Your CFO Something of Value 73
Marketing: The Wellspring of Profit 78
vi Contents
Marketing: A Growth Driver 82
Let s Talk: Communicating Regularly with Your CFO 86
CFOs under Pressure: A Note about Sarbanes Oxley 90
Your CFO SWOT Analysis 94
5. Define Metrics for What Matters 96
Your Marketing Metrics Audit Process 101
Tips for Selecting and Using Marketing Metrics 114
PART THREE: Manage East 121
6. Bust Silos and Build Bridges 123
A Closer Look at Silos 124
Silos and You 128
Busting Silos: Five Tactics 129
7. Scratch Sales s Back 145
Help Sales Boost Velocity 146
Define Qualified Leads 149
Manage the Lead Pipeline 152
Quantify the Lead Pipeline s Financial Value 153
Overcome Price Resistance 155
Accelerate Sales Funnel Flow 158
Your Sales Partnership SWOT Analysis 167
8. Dream with the R D Team 169
Marketing and R D: A Crucial Partnership 169
Conduct an Innovation Review 173
Reduce R D s Risk 174
Craft Compelling Product Stories 183
Your R D Partnership SWOT Analysis 186
PART FOUR: Manage South 189
9. Build a Brand for Marketing 191
Perception Becomes Reality 192
Two Little Words 194
Reshaping Perceptions of Marketing 200
Your Brand Building SWOT Analysis 207
Contents vii
10. Deliver on Marketing s Brand Promise 209
Leverage the Power of Persuasion 210
Establish Transparent, Repeatable Processes 218
Forge Productive Working Relationships with Agencies 223
Make Smart Marketing Decisions 225
Your Brand Delivery SWOT Analysis 227
PART FIVE: Manage West 229
11. Leverage Fresh Opportunities on the
Business Frontier 231
Evaluating New Opportunities 232
Reclaiming Marketing s Lost Heritage 239
Act on Your Assessments of Opportunities 241
Your New Opportunities SWOT Analysis 247
12. Lead the Way in the Cash Flow Frontier 249
Market Yourself 250
Get a Reputation 251
Conquer the Time Crunch 257
Find a Mentor 260
Your Leadership Future SWOT Analysis 262
Index 263
|
| adam_txt |
Contents
Preface: Are You a Marketing Champion? ix
Why This Book? x
The Marketing Champion's Imperative xiii
The Marketing Compass xv
About Our Research xvi
PART ONE: Understand the Landscape 1
1. Defy Marketing Myths 3
Myths about Marketing 4
Myths and Consequences: Marketing's Confused Role 9
Four Distorted Views 10
Transforming the Marketing Landscape in Your
Organization: What You'll Learn in This Book 17
2. Clean Up Your Language 25
Clarifying the Language of Marketing 26
Say What You Mean, and Mean What You Say 30
Standardize Your Professional Processes 31
Translate Marketing into the Language of Business 34
Tips for Talking Business 41
PART TWO: Manage North 47
3. Make Marketing Matter to Your CEO 49
Sleepless in the C Suite 50
Marketing to the Rescue 52
A Word about the Board and Wall Street 64
Your CEO SWOT Analysis 69
4. Forge a Friendship with Your CFO 71
Understand Your CFO's Needs 73
Give Your CFO Something of Value 73
Marketing: The Wellspring of Profit 78
vi Contents
Marketing: A Growth Driver 82
Let's Talk: Communicating Regularly with Your CFO 86
CFOs under Pressure: A Note about Sarbanes Oxley 90
Your CFO SWOT Analysis 94
5. Define Metrics for What Matters 96
Your Marketing Metrics Audit Process 101
Tips for Selecting and Using Marketing Metrics 114
PART THREE: Manage East 121
6. Bust Silos and Build Bridges 123
A Closer Look at Silos 124
Silos and You 128
Busting Silos: Five Tactics 129
7. Scratch Sales's Back 145
Help Sales Boost Velocity 146
Define Qualified Leads 149
Manage the Lead Pipeline 152
Quantify the Lead Pipeline's Financial Value 153
Overcome Price Resistance 155
Accelerate Sales Funnel Flow 158
Your Sales Partnership SWOT Analysis 167
8. Dream with the R D Team 169
Marketing and R D: A Crucial Partnership 169
Conduct an Innovation Review 173
Reduce R D's Risk 174
Craft Compelling Product Stories 183
Your R D Partnership SWOT Analysis 186
PART FOUR: Manage South 189
9. Build a Brand for Marketing 191
Perception Becomes Reality 192
Two Little Words 194
Reshaping Perceptions of Marketing 200
Your Brand Building SWOT Analysis 207
Contents vii
10. Deliver on Marketing's Brand Promise 209
Leverage the Power of Persuasion 210
Establish Transparent, Repeatable Processes 218
Forge Productive Working Relationships with Agencies 223
Make Smart Marketing Decisions 225
Your Brand Delivery SWOT Analysis 227
PART FIVE: Manage West 229
11. Leverage Fresh Opportunities on the
Business Frontier 231
Evaluating New Opportunities 232
Reclaiming Marketing's Lost Heritage 239
Act on Your Assessments of Opportunities 241
Your New Opportunities SWOT Analysis 247
12. Lead the Way in the Cash Flow Frontier 249
Market Yourself 250
Get a Reputation 251
Conquer the Time Crunch 257
Find a Mentor 260
Your Leadership Future SWOT Analysis 262
Index 263 |
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| indexdate | 2024-07-09T21:02:40Z |
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| isbn | 0471744956 9780471744955 |
| language | English |
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| physical | xviii, 270 p. ill. 24 cm |
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| spelling | Young, Roy A. Verfasser aut Marketing champions practical strategies for improving marketing's power, influence, and business impact Roy A. Young, Allen M. Weiss, and David W. Stewart Hoboken, NJ John Wiley a & Sons c2006 xviii, 270 p. ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Weiss, Allen M. Sonstige oth Stewart, David W. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015859839&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Young, Roy A. Marketing champions practical strategies for improving marketing's power, influence, and business impact Marketing |
| title | Marketing champions practical strategies for improving marketing's power, influence, and business impact |
| title_auth | Marketing champions practical strategies for improving marketing's power, influence, and business impact |
| title_exact_search | Marketing champions practical strategies for improving marketing's power, influence, and business impact |
| title_exact_search_txtP | Marketing champions practical strategies for improving marketing's power, influence, and business impact |
| title_full | Marketing champions practical strategies for improving marketing's power, influence, and business impact Roy A. Young, Allen M. Weiss, and David W. Stewart |
| title_fullStr | Marketing champions practical strategies for improving marketing's power, influence, and business impact Roy A. Young, Allen M. Weiss, and David W. Stewart |
| title_full_unstemmed | Marketing champions practical strategies for improving marketing's power, influence, and business impact Roy A. Young, Allen M. Weiss, and David W. Stewart |
| title_short | Marketing champions |
| title_sort | marketing champions practical strategies for improving marketing s power influence and business impact |
| title_sub | practical strategies for improving marketing's power, influence, and business impact |
| topic | Marketing |
| topic_facet | Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015859839&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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