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A practical guide for inexperienced marketers who have to develop a marketing strategy With technology being built into products of all kinds, many businesses are hiring scientists, engineers, and designers to fulfill strategic marketing and product management roles. The Accidental Marketer is a practical guide for employees who are now responsible for developing strategy. These marketers will be able to immediately and successfully apply the ten tools featured in the book to create powerful strategies that increase sales and profits for any product in any industry. Explains how great marketers uncover insights about customers that competitors miss and use new insights to create a range of strategic options for their marketing plans Shows how the best marketers execute their strategies through developing innovative branding and communication plans and value propositions The Accidental Marketer allows any inexperienced marketer to step into a new role and develop an effective strategy.
"The Accidental Library Marketer fills a need for library professionals and paraprofessionals who find themselves in an awkward position: They need to promote their libraries and services in the age of the internet, but they've never been taught how to do it effectively. This results-oriented A-to-Z guide by Kathy Dempsey--long-time editor of the Marketing Library Services newsletter--reveals the missing link between the everyday promotion librarians actually do and the "real marketing" that's guaranteed to assure funding, excite users, and build stronger community relationships. Combining real-life examples, expert advice, and checklists in a reader-friendly style, The Accidental Library Marketer is the complete how-to resource for successful library marketing and promotion."--Cover.
Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . And believing it makes it true. Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe. This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories. This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.
Marketing Strategy strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers, outside that specialism will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment. Key aims of the book are: * developing a business strategy * devising a marketing strategy * implementing a marketing strategy
How to make your company unmissable! Flashes everywhere, loud, turned-up commercials appear on the screens. A day without advertising catching our eye is hardly imaginable in modern everyday life. Customer attention is a valuable commodity. But how can companies easily and effectively catch the eye of potential customers and convince them of their own product or service? In this book, online marketing expert Oliver Pott explains how you can achieve smart and sustainable visibility for your company in just six steps in order to address particularly relevant target groups and thereby significantly increase your sales. If you also master the three dimensions of valuable visibility – consisting of relevance, authority and storytelling – you can completely abandon flashy campaigns in the future and still remain visible and relevant.