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From the bestselling authors of Marketing Warfare comes another winner that turns conventional views of marketing upside-down, presenting a step-by-step approach to turn an effective tactic into an overall business strategy.
The must-read summary of Al Ries and Jack Trout's book: "Bottom-Up Marketing: Building a Tactic into a Powerful Strategy". This complete summary of the ideas from Al Ries and Jack Trout's book "Bottom-Up Marketing" shows that traditional marketing is generally carried out top-down. That is, the senior manager decides on a strategy the company will follow and the middle managers decide on the tactics to achieve that strategy. However, this summary highlights that history’s most successful companies have invariably developed strategy from the bottom-up. In this method, the company first identifies a tactic that is delivering a sustainable competitive advantage in the minds of consumers. The company then focuses its resources on exploiting that tactic to the greatest possible degree by building the tactic into the company’s entire marketing strategy. Bottom-up marketing suggests that the best and most effective way to become a marketing strategist is to put your mind into your marketplace and to find inspiration where customers come into contact with your product or service. By immersing yourself in the tactics of whatever works in reality, you can develop a highly effective marketing strategy. Added-value of this summary: • Save time • Understand key concepts • Increase your business knowledge To learn more, read "Bottom-Up Marketing" and carry out your marketing strategies successfully.
WARNING: Do Not Read This Book If You Hate Money To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done. In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It's literally a single page, divided up into nine squares. With it, you'll be able to map out your own sophisticated marketing plan and go from zero to marketing hero. Whether you're just starting out or are an experienced entrepreneur, The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan that will propel your business growth. In this groundbreaking new book you'll discover: - How to get new customers, clients or patients and how to make more profit from existing ones. - Why "big business" style marketing could kill your business and strategies that actually work for small and medium-sized businesses. - How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money. - A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan. - How to annihilate competitors and make yourself the only logical choice. - How to get amazing results on a small budget using the secrets of direct response marketing. - How to charge high prices for your products and services and have customers actually thank you for it.
Bottom-up is a way of life and a way of doing business. The Bottom-Up Revolution picks up where Malcolm Gladwell's Tipping Point left off, describing an emerging cultural phenomenon with deep biological and evolutionary underpinnings. It is a how-to book for businesses, leaders, organizations, activists, and individuals, cracking wide-open humankind's biggest trend in seven million years. By understanding the roots and implications of "bottom up" and "top down" you'll be better able to tap the incredible power of this trend, as the billionaire founders of Craigslist, Google, Facebook, and Twitter, and political revolutionaries have done. It includes interview excerpts with Twitter founder Jack Dorsey, Craigslist founder Craig Newmark, Fritjof Capra, Frans de Waal, Ann Marie Slaughter, Joseph Nye, Naomi Klein, Nicholas Carr, Riane Eisler, George Lakoff, Douglas Rushkoff, Robin Chase, Darcia Narvaez, Dennis Kucinich, Tim O'Reilly, Mike Medavoy, and John McKnight. Why you need this book? You can learn: to unleash the bottom-up powers brimming within you to apply bottom-up ideas to make your organization more successful to connect better and how connection and disconnection have changed how top-down thinking and values have enabled an authoritarian explosion to have more, better, deeper positive experiences how and why to have hero's journeys how bottom-up is a core progressive value how some of the most successful business pioneers have tapped the power of bottom-up to tap new, revolutionary ways to manage to use bottom-up thinking and ways to more effectively use social media and search engines to use bottom-up approaches to build more effective, smarter, successful websites build and access power-political, personal, community, organizational-that was not available in the top-down world, before the bottom-up revolution to run effective, successful crowdsourcing campaigns how to get yourself or your organization a Wikipedia page why bottom-up is one of the most disruptive forces in the world to think about creating new products and business that tap into our bottom-up genetic evolutionary wiring how bottom-up thinking is a core part of making activism work, making your visions for change a reality. to understand how bottom-up will change your life, world, and relationships how story plays an essential bottom-up role in changing yourself and the world to see the world through bottom-up eyes, with more caring, compassion, and understanding of how culture and society work
Every organization makes plans for updating products, technologies, and business processes. But that’s not enough anymore for the twenty-first-century company. The race is now on for everyone to become a digital enterprise. For those individuals who have been charged with leading their company’s technology-driven change, the pressure is intense while the correct path forward unclear. Help has arrived! In Driving Digital, author Isaac Sacolick shares the lessons he’s learned over the years as he has successfully spearheaded multiple transformations and helped shape digital-business best practices. Readers no longer have to blindly trek through the mine field of their company’s digital transformation. In this thoroughly researched one-stop manual, learn how to: • Formulate a digital strategy • Transform business and IT practices • Align development and operations • Drive culture change • Bolster digital talent • Capture and track ROI • Develop innovative digital practices • Pilot emerging technologies • And more! Your company cannot avoid the digital disruption heading its way. The choice is yours: Will this mean the beginning of the end for your business, or will your digital practices be what catapults you into next-level success?
"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today
Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 82%, University of Westminster, course: BA Global Marketing, language: English, abstract: Through my three years of marketing studies, I have come to understand that marketing planning never has been the simple step-by-step approach described so enthusiastically in most prescriptive texts and courses. According to MacDonald, M (2004), the moment an organisation embarks on the marketing planning path, it can expect to encounter a number of complex organisational, attitudinal, process and cognitive problems, which are likely to block progress. In order to identify those processes and problems this paper went through an investigation of the various stages when writing a marketing plan. It also made an attempt to provide new and fresh insights for the consideration of thinking marketing plans in today's Global environment. It made use of marketing theories and models taken from textbooks and online resources, but also practical example to further explain five main factors, in order: the consideration involved in deciding the marketing objectives, the marketing audit, principal decisions to be made when preparing a marketing plan, the main criteria for the successful implementation of the marketing plan, and the pros and cons of standardizing the marketing management process.
Takes a proactive approach to addressing big issues of world poverty, economic development, and the impact of globalization — with recommendations for business leaders, policymakers, and concerned citizens around the world Samli offers an alternative model, a philosophy and practice of "social capitalism" that is grounded in a bottom-up approach to wealth creation, while acknowledging that power will continue to be concentrated at the top level of the pyramid
#1 New York Times Bestseller Legendary venture capitalist John Doerr reveals how the goal-setting system of Objectives and Key Results (OKRs) has helped tech giants from Intel to Google achieve explosive growth—and how it can help any organization thrive. In the fall of 1999, John Doerr met with the founders of a start-up whom he'd just given $12.5 million, the biggest investment of his career. Larry Page and Sergey Brin had amazing technology, entrepreneurial energy, and sky-high ambitions, but no real business plan. For Google to change the world (or even to survive), Page and Brin had to learn how to make tough choices on priorities while keeping their team on track. They'd have to know when to pull the plug on losing propositions, to fail fast. And they needed timely, relevant data to track their progress—to measure what mattered. Doerr taught them about a proven approach to operating excellence: Objectives and Key Results. He had first discovered OKRs in the 1970s as an engineer at Intel, where the legendary Andy Grove ("the greatest manager of his or any era") drove the best-run company Doerr had ever seen. Later, as a venture capitalist, Doerr shared Grove's brainchild with more than fifty companies. Wherever the process was faithfully practiced, it worked. In this goal-setting system, objectives define what we seek to achieve; key results are how those top-priority goals will be attained with specific, measurable actions within a set time frame. Everyone's goals, from entry level to CEO, are transparent to the entire organization. The benefits are profound. OKRs surface an organization's most important work. They focus effort and foster coordination. They keep employees on track. They link objectives across silos to unify and strengthen the entire company. Along the way, OKRs enhance workplace satisfaction and boost retention. In Measure What Matters, Doerr shares a broad range of first-person, behind-the-scenes case studies, with narrators including Bono and Bill Gates, to demonstrate the focus, agility, and explosive growth that OKRs have spurred at so many great organizations. This book will help a new generation of leaders capture the same magic.
BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars.