Improve your marketing to grow your business: insights and innovation that drive business and brand growth
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, N.J.
Wharton School Publ.
2008
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | XXVI, 226 S. Ill., graph. Darst. 24 cm |
| ISBN: | 0132331594 9780132331593 |
Internformat
MARC
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| 010 | |a 2007018533 | ||
| 020 | |a 0132331594 |c hardback : alk. paper |9 0-132-33159-4 | ||
| 020 | |a 9780132331593 |9 978-0-132-33159-3 | ||
| 035 | |a (OCoLC)128236618 | ||
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| 040 | |a DE-604 |b ger |e aacr | ||
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| 100 | 1 | |a Hastings, Hunter |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Improve your marketing to grow your business |b insights and innovation that drive business and brand growth |c Hunter Hastings with Jeff Saperstein |
| 264 | 1 | |a Upper Saddle River, N.J. |b Wharton School Publ. |c 2008 | |
| 300 | |a XXVI, 226 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Information technology | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Internet marketing | |
| 700 | 1 | |a Saperstein, Jeff |e Sonstige |4 oth | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/ecip0717/2007018533.html |3 Table of contents only | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016334183&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016334183 | ||
Datensatz im Suchindex
| _version_ | 1804137405821747200 |
|---|---|
| adam_text | Contents
Acknowledgments ....................................................................................xi
About the Author ..................................................................................xiii
Foreword ....................................................................................................xv
Preface......................................................................................................xvii
Introduction..............................................................................................xix
Part I Foundation Principles and Building Blocks
of the New Marketing Capability................................................1
Chapter 1 Open Your Mind to the New Marketing..................................3
Growth Is Now Priority One..................................................................3
What s New: The Trends That Are Reshaping Marketing................4
The Marketing-Led Growth Model........................................................9
From Function to Core Capability: The Role of Marketing
Redefined ..................................................................................................10
Drive Top-Line Revenue Growth by Building Brand Equity........12
Brand Building Is the Wisest Investment for
Sustainable Growth..................................................................................12
This Is Not Your Father s Brand Building..........................................13
Growth as a Process Captured in Marketing Software ....................14
Summary....................................................................................................16
Chapter 2 Four Principles Supporting the New
Marketing Capability........................................................................17
Reorient So That Customers Are the Drivers of Marketing,
Not the Target..........................................................................................18
Reengineer Your Marketing Processes ................................................22
Rethink Your Marketing Organization ..............................................25
Redesign Your Marketing Technology: Enterprise
Systems Rather Than Point Solutions..................................................26
Summary....................................................................................................30
Improve Your Marketing to Grow Your Business
Chapter 3 Building Blocks of the New Marketing Capability............31
What Is an Insight, and Why Is It Important? ................................31
Moments of Truth....................................................................................32
Insights Generation as a Process ..........................................................34
Knowledge Management........................................................................34
Insights-Generation Tools......................................................................35
Value Proposition ....................................................................................38
Financial Pro Forma................................................................................38
Summary....................................................................................................39
Chapter 4 Translating Insights into Innovation
for Brand Financial Growth..........................................................41
Cheryl Perkins..........................................................................................47
Summary....................................................................................................57
Chapter 5 Measuring Consumer Engagement..........................................59
A New Industry Standard of Measuring Effectiveness and
Efficiency of Customer Engagement....................................................62
Summary....................................................................................................68
Part II Dispatches from the Leading Edge of
the New Marketing............................................................................69
Chapter 6 Integration of Technology and Marketing..............................71
From Backwater to Mainstream: Why IT Hasn t Served
Marketing Well to Date..........................................................................72
Transforming a Financial Services Brand with a
New Marketing and Technology Platform..........................................78
Jim Garrity and Bob DeAngelis ..........................................................81
Chapter 7 Open Innovation and New Product Development
Through Communities of Practice..............................................89
Larry Huston ............................................................................................90
Bill Veltrop................................................................................................97
Chapter 8 Brand Building Through Global Brand Growth..................99
The Globalization of Jack ................................................................101
MikeKeyes..............................................................................................102
Contents
Chapter 9 Growth Through Brand Portfolio and
Risk Management............................................................................113
The Mission of the Brown-Forman Portfolio ..................................114
Super-Premium Margins: The Key to Portfolio Management........115
The Portfolio Return on Investment from Brand Renovation........116
The Scientific Method of Resource Allocation................................117
Case in Point: Jack Daniel s in China................................................118
The Role of Leadership: Owsley Brown and Resource
Allocation Modeling..............................................................................120
Brand Value............................................................................................121
Business Process and Technology Are Key to
Brand-Building Success........................................................................122
The Role of the Marketing Function................................................123
Chapter 10 Insights-Led Brand Building in Technology........................125
Peter Boland............................................................................................127
Summary..................................................................................................137
Chapter 11 Marketing Knowledge Centers..................................................139
What Is a Marketing Knowledge Center?........................................140
An MKC Can Help Solve Problems..................................................141
What Is the Value of an MKC?..........................................................142
Four Types of Marketing Knowledge................................................142
How to Best Manage Knowledge......................................................143
Focus: Gillette Global Marketing Resource Center........................145
Marci Sapers............................................................................................145
Chapter 12 The New CMO................................................................................153
The Marketing and IT Functions Merge: Chief
Marketing Officer..................................................................................153
Focus on Hyatt: Tom O Toole ............................................................156
Part HI How to Get It Done........................................................................167
Chapter 13 Managing Information..................................................................169
Streaming Marketing Information to Be Agile ..............................170
Collaboration and Continuous Improvement..................................173
Knowledge and Information as Input................................................175
Improve %ur Marketing to Grow Your Business
The Role of Technology in Facilitating the Capitalization
of Knowledge..........................................................................................176
Summary..................................................................................................178
Chapter 14 Metrics and Building the Culture of Accountability......179
The Culture of Accountability............................................................181
The Attitude of Accountability..........................................................181
For What Should Marketing Be Accountable?................................183
Measuring Marketing Results for ROI..............................................185
The Correlation Between Attitudes and Behavior
Has Been Proven....................................................................................186
How We Can Track Marketing s Effect on Attitudes
and Behavior ..........................................................................................187
New Technologies for Marketing Accountability ..........................187
Putting the New Marketing Accountability to Work..................189
Influence Each Touch Point to Improve ROI..................................190
Summary..................................................................................................192
Chapter 15 Communities of Practice for Consumer Connection
and Open Innovation....................................................................193
Larry Huston, COP Defined................................................................194
Partnership with the Consumer..........................................................196
The Power of Cross-Functional Teams and COPs..........................196
Mike Keyes, Communities of Practice: Taking Lynchburg
on the Road ............................................................................................198
Building a Value Network..................................................................199
Preserve Peasant Wisdom, Yet Break Down Walls........................199
Mike Keyes, Rural Images ..................................................................200
The More Knowledge You Have, the More You Realize
How Much More You Need to Know ..............................................200
Summary..................................................................................................200
Chapter 16 Empowering Change from the Top Down..........................201
Tom Falk..................................................................................................202
Push Growth Boundaries Beyond Traditional Limits....................203
Create the Ability to Develop and Apply Insights........................205
Apply Positive Risk Management......................................................209
Get the Insights to Market Quickly..................................................210
Leading the Way to Breakthrough Growth......................................211
|
| adam_txt |
Contents
Acknowledgments .xi
About the Author .xiii
Foreword .xv
Preface.xvii
Introduction.xix
Part I Foundation Principles and Building Blocks
of the New Marketing Capability.1
Chapter 1 Open Your Mind to the New Marketing.3
Growth Is Now Priority One.3
What's New: The Trends That Are Reshaping Marketing.4
The Marketing-Led Growth Model.9
From Function to Core Capability: The Role of Marketing
Redefined .10
Drive Top-Line Revenue Growth by Building Brand Equity.12
Brand Building Is the Wisest Investment for
Sustainable Growth.12
This Is Not Your Father's Brand Building.13
Growth as a Process Captured in Marketing Software .14
Summary.16
Chapter 2 Four Principles Supporting the New
Marketing Capability.17
Reorient So That Customers Are the Drivers of Marketing,
Not the Target.18
Reengineer Your Marketing Processes .22
Rethink Your Marketing Organization .25
Redesign Your Marketing Technology: Enterprise
Systems Rather Than Point Solutions.26
Summary.30
Improve Your Marketing to Grow Your Business
Chapter 3 Building Blocks of the New Marketing Capability.31
What Is an Insight, and Why Is It Important? .31
Moments of Truth.32
Insights Generation as a Process .34
Knowledge Management.34
Insights-Generation Tools.35
Value Proposition .38
Financial Pro Forma.38
Summary.39
Chapter 4 Translating Insights into Innovation
for Brand Financial Growth.41
Cheryl Perkins.47
Summary.57
Chapter 5 Measuring Consumer Engagement.59
A New Industry Standard of Measuring Effectiveness and
Efficiency of Customer Engagement.62
Summary.68
Part II Dispatches from the Leading Edge of
the New Marketing.69
Chapter 6 Integration of Technology and Marketing.71
From Backwater to Mainstream: Why IT Hasn't Served
Marketing Well to Date.72
Transforming a Financial Services Brand with a
New Marketing and Technology Platform.78
Jim Garrity and Bob DeAngelis .81
Chapter 7 Open Innovation and New Product Development
Through Communities of Practice.89
Larry Huston .90
Bill Veltrop.97
Chapter 8 Brand Building Through Global Brand Growth.99
"The Globalization of Jack" .101
MikeKeyes.102
Contents
Chapter 9 Growth Through Brand Portfolio and
Risk Management.113
The Mission of the Brown-Forman Portfolio .114
Super-Premium Margins: The Key to Portfolio Management.115
The Portfolio Return on Investment from Brand Renovation.116
The Scientific Method of Resource Allocation.117
Case in Point: Jack Daniel's in China.118
The Role of Leadership: Owsley Brown and Resource
Allocation Modeling.120
Brand Value.121
Business Process and Technology Are Key to
Brand-Building Success.122
The Role of the Marketing Function.123
Chapter 10 Insights-Led Brand Building in Technology.125
Peter Boland.127
Summary.137
Chapter 11 Marketing Knowledge Centers.139
What Is a Marketing Knowledge Center?.140
An MKC Can Help Solve Problems.141
What Is the Value of an MKC?.142
Four Types of Marketing Knowledge.142
How to Best Manage Knowledge.143
Focus: Gillette Global Marketing Resource Center.145
Marci Sapers.145
Chapter 12 The New CMO.153
The Marketing and IT Functions Merge: Chief
Marketing Officer.153
Focus on Hyatt: Tom O'Toole .156
Part HI How to Get It Done.167
Chapter 13 Managing Information.169
Streaming Marketing Information to Be Agile .170
Collaboration and Continuous Improvement.173
Knowledge and Information as Input.175
Improve %ur Marketing to Grow "Your Business
The Role of Technology in Facilitating the Capitalization
of Knowledge.176
Summary.178
Chapter 14 Metrics and Building the Culture of Accountability.179
The Culture of Accountability.181
The Attitude of Accountability.181
For What Should Marketing Be Accountable?.183
Measuring Marketing Results for ROI.185
The Correlation Between Attitudes and Behavior
Has Been Proven.186
How We Can Track Marketing's Effect on Attitudes
and Behavior .187
New Technologies for Marketing Accountability .187
Putting the New Marketing Accountability to Work.189
Influence Each Touch Point to Improve ROI.190
Summary.192
Chapter 15 Communities of Practice for Consumer Connection
and Open Innovation.193
Larry Huston, COP Defined.194
Partnership with the Consumer.196
The Power of Cross-Functional Teams and COPs.196
Mike Keyes, Communities of Practice: Taking Lynchburg
on the Road .198
Building a Value Network.199
Preserve Peasant Wisdom, Yet Break Down Walls.199
Mike Keyes, Rural Images .200
The More Knowledge You Have, the More You Realize
How Much More You Need to Know .200
Summary.200
Chapter 16 Empowering Change from the Top Down.201
Tom Falk.202
Push Growth Boundaries Beyond Traditional Limits.203
Create the Ability to Develop and Apply Insights.205
Apply Positive Risk Management.209
Get the Insights to Market Quickly.210
Leading the Way to Breakthrough Growth.211 |
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| language | English |
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| spelling | Hastings, Hunter Verfasser aut Improve your marketing to grow your business insights and innovation that drive business and brand growth Hunter Hastings with Jeff Saperstein Upper Saddle River, N.J. Wharton School Publ. 2008 XXVI, 226 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes index. Marketing Management Information technology Branding (Marketing) Internet marketing Saperstein, Jeff Sonstige oth http://www.loc.gov/catdir/toc/ecip0717/2007018533.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016334183&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hastings, Hunter Improve your marketing to grow your business insights and innovation that drive business and brand growth Marketing Management Information technology Branding (Marketing) Internet marketing |
| title | Improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_auth | Improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_exact_search | Improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_exact_search_txtP | Improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_full | Improve your marketing to grow your business insights and innovation that drive business and brand growth Hunter Hastings with Jeff Saperstein |
| title_fullStr | Improve your marketing to grow your business insights and innovation that drive business and brand growth Hunter Hastings with Jeff Saperstein |
| title_full_unstemmed | Improve your marketing to grow your business insights and innovation that drive business and brand growth Hunter Hastings with Jeff Saperstein |
| title_short | Improve your marketing to grow your business |
| title_sort | improve your marketing to grow your business insights and innovation that drive business and brand growth |
| title_sub | insights and innovation that drive business and brand growth |
| topic | Marketing Management Information technology Branding (Marketing) Internet marketing |
| topic_facet | Marketing Management Information technology Branding (Marketing) Internet marketing |
| url | http://www.loc.gov/catdir/toc/ecip0717/2007018533.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016334183&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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