Killing your current marketing structure may be the only way to save it
Two of the world's top marketing experts reveal the next level of breakthrough success--transforming your marketing strategy into a standalone profit center.
What if everything we currently know about marketing is what is holding us back? Over the last two decades, we've watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself.
Killing Marketing explores how these companies are ending the marketing as we know it--in favor of this new, exciting model.
Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You'll learn how to:
* Transform all or part of your marketing operation into a media company
* Integrate this new operation into traditional marketing efforts
* Develop best practices for attracting and retaining audiences
* Build a strategy for competing against traditional media companies
* Create a paid/earned media strategy fueled by an owned media strategy
Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell--and monetize it directly.
Killing Marketing rewrites the rules of marketing--enabling you to make the kind of transition that turns average companies into industry legends.
Описание: "Everyone has a passion. Every passion has value. You CAN turn your passion into profit and make money doing what you love " Since its groundbreaking publication in 1999, this philosophy and the unique formula and strategy in Walt F.J. Goodridge's Turn Your Passion into Profit have helped thousands worldwide think differently about the hidden value in their talents, hobbies and interests-their passions-and helped them change their lives as part-time or full-time "passionpreneurs" making money with their own passion-centered businesses. You can do the same This NEW AND IMPROVED, expanded, 372-page Sixth Edition for 2016 provides even more detailed, updated information, inspiration, insights and ideas to help you discover, develop and profit from the pursuit of your passion, including the answers to:
How are your purpose and your passion interconnected?
Is your Myer's Briggs personality holding your back?
What if you have too many passions?
How much should you charge for your product or service?
How can you prevent others from stealing your idea?
What's the best business structure for this type of business?
What are the first THREE steps you must immediately take after reading this book to ensure your success as a passionpreneur?
PLUS: completed tax forms, business form templates, press releases and sales copy; selling secrets, online resources, personalized advice, a master checklist, and much, much more Enroll in what Goodridge calls Passionpreneur University(TM)* and major in "Living true to your Self 101" a degree they didn't (but should have) offered in college. Read the prequel, Ducks in a Row: how to find the courage to finally QUIT your soul-draining, life-sapping, energy-depleting, freedom-robbing job now...before it's too late..and live passionately ever after (Free when you order online), and you too will be convinced there's no good reason to work in an unfulfilling career or a job you hate when you can get the world to pay you for doing the very thing you'd do for free *Enroll at www.passionpreneur.com/university EXPANDED CONTENT
Updated "Resource list" (all links updated, verified working at time of publication)
Updated "Launching Online" (the Internet Chapter); Now that we all know what the internet is...
Updated tax forms showing the latest allowable deductions for 2015
Expanded "Ask the Right Questions"
Expanded "Follow-up File tasks"
Expanded "18 Ways to Finance Your Business" BRAND NEW SECTIONS:
(34 pages of brand new material information)
Added: How your smartphone. social networking can make you rich online and you don't even need a website
FINAL CHAPTER: "Okay, so what's the VERY FIRST thing I should do next? Keep this book open next to you and do exactly what I'm about to tell you" The Ultimate Passionpreneur Master Checklist
NEW: "The Perception, Pursuit, Possession and Preservation of Profit" (i.e. Money)
PLUS (order separately):
As a Man Thinketh by James Allen Passionpreneur University Edition; text and free audio
The Science of Getting Rich by Wallace D. Wattles Passionpreneur University Edition; text and free audio
Описание: Through her books, articles, and periodicals, Barbara Brabec has been showing people how to profit from their creative talents and know-how for over twenty-five years.
Автор: Skidmore, Karen Название: True profit business ISBN: 1788600843 ISBN-13(EAN): 9781788600842 Издательство: Неизвестно Рейтинг: Цена: 2647.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: An essential read for any small business owner who wants to start up and grow a business around their expertise, but is in danger of burning out in pursuit of business success.
Автор: Rajagopal Название: Inclusive Businesses in Developing Economies ISBN: 303112216X ISBN-13(EAN): 9783031122163 Издательство: Springer Рейтинг: Цена: 20733.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book analyzes the emerging concepts and theories of inclusiveness in business by explaining corporate social responsibility, social learning, and value co-creation, as critical elements to the success of firms. The authors explore the causes and effects and challenges associated with the management of inclusive businesses. Divided in to six sections, this edited work includes twenty one chapters that examine the inclusive business philosophy, the social dynamics of managing inclusive business, the role of trade, and inclusive practices at work before concluding with a discussion of how to drive hybrid growth in these types of organizations. Focusing on developing economies, this book portrays the varied corporate experiences in inclusive business designs and customer value propositions across the industries. It surveys the problems, possible solutions, and policy frameworks for integrating business as a resource to alleviate poverty and social and economic inequality.
Автор: Brunet Название: Contract Management ISBN: 3030680789 ISBN-13(EAN): 9783030680787 Издательство: Springer Рейтинг: Цена: 9756.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book presents the latest findings relating to behavioral economics and the digital tools applied to contract management. There has been a decisive change in the role of contracts in the past decade, with contracts being transformed from purely legal necessities designed to protect against worst-case scenarios into tools for optimizing ongoing and mutually profitable business relationships with customers. There is an increasing emphasis on tight contracts, where time-risk and additional costs are passed on to the prime contractor, who may suffer heavy penalties in the event of non-performance. Contracts shape the behavior of the parties involved and as such have a major impact on project success. The contract manager’s goals are to protect the interests of the company and its shareholders by minimizing the company’s financial and contractual liabilities and to maximize its profitability while ensuring end-user satisfaction. The contract is usually written before the design is fully developed, and there is often a mismatch between contractual specifications and what the customer actually wants. Good contract management entails preserving the rights of the contractor by ensuring all parties respect their contractual obligations; providing advice to the project managers and engineering team; preparing profitable amendments to contracts or change requests; maintaining good record-keeping in the event that claims arise; filing notices when necessary; and guiding the project to a profitable conclusion. Like the ancient Chinese game of Go, moves made early in the game (notification of events) can shape the nature of a potential conflict one hundred moves later (arbitration threat). Contract management can also smooth the relationship between partners, allowing well-balanced “don’t-trade-a-dollar-for-a-penny” contracts to be managed through an established process rather than as sporadic events (we cannot claim to be in control of our business if we are not in control of the contracts on which it depends). Managing a contract with a mix of incomplete manuals, fragmented information, and poor planning can drive companies to “reinvent the wheel.” Contract management promotes a three-phase sequence to streamline information flows across the contract lifecycle, from the bid phase to performance, project closeout, and final payments.
Автор: Sillah, Aminata Название: Public Sector Volunteer Management ISBN: 0367567164 ISBN-13(EAN): 9780367567163 Издательство: Taylor&Francis Рейтинг: Цена: 23734.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Public Sector Volunteer Management: Best Practices and Challenges adds to the understanding of how management practices may affect retention of volunteers.
Автор: Jeffrey White, White Название: From Passion to Profit ISBN: 1674566565 ISBN-13(EAN): 9781674566566 Издательство: Неизвестно Рейтинг: Цена: 3102.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Автор: Malcolm McDonald Название: Market Segmentation, ISBN: 0750659815 ISBN-13(EAN): 9780750659819 Издательство: Elsevier Science Рейтинг: Цена: 6653.00 р. Наличие на складе: Нет в наличии.
Описание: Segmentation and marketing mapping are core areas of the marketing syllabus. Dealing with market segmentation, this book features diagrams and market maps. It is intended for students and executives.
Автор: Kase, Kimio Choi, Eugene Nonaka, Ikujiro Название: Dr Kazuo Inamori`s Management Praxis and Philosophy ISBN: 9811933979 ISBN-13(EAN): 9789811933974 Издательство: Springer Рейтинг: Цена: 12196.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book offers a meditation on the links between philosophy and its implementation, interpreting why and how a leader`s "philosophy" strengthens his action predicated on the purposeful vision of life;
Автор: Elkington John, Zeitz Jochen Название: Tomorrow`s Bottom Line: People, Planet, Profit, & Loss ISBN: 1118539699 ISBN-13(EAN): 9781118539699 Издательство: Wiley Рейтинг: Цена: 3483.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The world s most forward-looking CEOs recognize the real challenge facing business today: a fundamental shift in the nature of commerce.
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