The Best Marketing Idea I Have Ever Seen

The Best Marketing Idea I Have Ever Seen

Good to Great...Jim Collins

Good to Great...Jim Collins

Jim Collins asked the question, "Can a good company become a great company and if so, how?" In Good to Great Collins, the author of Built to Last, concludes that it is possible, but finds there are no silver bullets. Collins and his team of researchers began their quest by sorting through a list of 1,435 companies, looking for those that made substantial improvements in their performance over time. They finally settled on 11--including Fannie Mae, Gillette, Walgreens, and Wells Fargo--and discovered common traits that challenged many of the conventional notions of corporate success. Making the transition from good to great doesn't require a high-profile CEO, the latest technology, innovative change management, or even a fine-tuned business strategy. At the heart of those rare and truly great companies was a corporate culture that rigorously found and promoted disciplined people to think and act in a disciplined manner. Peppered with dozens of stories and examples from the great and not so great, the book offers a well-reasoned road map to excellence that any organization would do well to consider. Like Built to Last, Good to Great is one of those books that managers and CEOs will be reading and rereading for years to come.

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Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability...James D. Lenskold

Marketing ROI : The Path to Campaign, Customer, and Corporate Profitability...James D. Lenskold

ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROI changes all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making.
This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts.

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New Rules of Marketing and PR

New Rules of Marketing and PR

The Internet has profoundly changed theway people communicate and interact witheach other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely.

"The New Rules of Marketing and PR" shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message to the right people at the right time.

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Marketing Management Philip Kotler

Marketing Management

Author: Philip Kotler, Kevin Lane Keller
Date: January 1, 2006
ISBN: 0131457578 / 978-01314575
Pages: 816
Language: English
Publisher: Prentice Hall; 12 edition
Category: Business

This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.

Marketing Management