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The old rules of marketing are dead : the 6 new rules for reinventing your brand & reigniting your business için kapak resmi
Başlık:
The old rules of marketing are dead : the 6 new rules for reinventing your brand & reigniting your business
Yazar:
Pearson, Timothy R.. author
ISBN:
9780071788229
Yazar Ek Girişi:
Fiziksel Tanımlama:
xi, 240 pages ; 24 cm.
İçerik:
RULE ONE THE CORE IS EVERYTHING -- Principle #1 A Brand's Essence Says It All -- Principle #2 The Customer Really Does Know Best -- Principle #3 Your Reputation Precedes You -- Principle #4 Play Nicely Together ... or Else -- Principle #5 Sleep Soundly, Work Fearfully -- RULE TWO YOU HAVE NOTHING WITHOUT THE FOUNDATION -- Principle #6 Integrity Is Next to Godliness -- Principle #7 A Single Word or Symbol Can Speak Volumes -- Principle #8 The Whole Is Larger than Its Parts -- Principle #9 Mind Your P's (and You Can Forget About the A's) -- Principle #10 Do as I Do, Not as I Say -- RULE THREE THERE ARE MANY CHOICES BUT ONLY ONE CUSTOMER -- Principle #11 Strategy Is the Heart, but Measurement Is the Lifeblood -- Principle #12 Frameworks, Frameworks, Frameworks -- Principle #13 Perception Really Is Your Customer's Reality -- Principle #14 Communicate; Then Communicate Some More -- Principle #15 It's More than Just Channel Surfing -- RULE FOUR DO THE RIGHT THINGS FOR THE RIGHT REASONS -- Principle #16 It's All About the Relationship -- Principle #17 You Don't Have to Go It Alone -- Principle #18 It's Not About You, It's Really About Me -- Principle #19 The Long Arm of the Law -- RULE FIVE INFRASTRUCTURE IS MORE THAN JUST PIPES -- Principle #20 There's a Reason It's Called the Center -- Principle #21 Technology Is Only the Enabler -- Principle #22 Right Information, Right People, Right Time, Wrong Thought -- RULE SIX LEAD AND OTHERS WILL FOLLOW -- Principle #23 Leadership Isn't a Noun, It's a Verb.
Özet:
From the publisher. Revolutionary new technologies developed over the past decade have completely changed the way humans communicate and transact business. Not exactly late-breaking news for most people of the world ... except for those who are supposed to be marketing to them. While consumers, customers, and marketplaces have adapted to these new realities, most marketers have not. Renowned marketing expert Tim Pearson explains why you need to sever your ties to the comfortable old ways of marketing -- and bring your company's marketing into the twenty-first century. Too many marketers still operate as if strategy necessarily depends upon predetermined budgets; advertising is the catch-all to every problem; and marketing results can't be measured. It all adds up to the age-old belief that marketing is an art, not a science -- which couldn't be further from the truth. The Old Rules of Marketing Are Dead is a road map for breaking out of old, established -- and increasingly ineffective -- routines and reinventing your organization's marketing by: positioning marketing as a business partner -- not as a tool for meeting a strategic objective; holding marketing accountable for results with the application of hard data -- not vague qualitative measurements; providing leadership within your organization -- not following the direction of everyone else. From research frameworks and concept development to planning, budgeting, media placement, and program implementation, marketers have not kept up -- to the detriment of themselves and their companies. Completely revamping old-school marketing is the only way to drive profitable sales, create growing brands, and increase market share in today's post{u2013}Great Recession business landscape. Pearson calls for nothing short of a marketing revolution. You must throw out almost everything you hold dear and embrace technology, a new role in business, and real accountability. The Old Rules of Marketing Are Dead has what you need to reinvent your products, your services -- and your future.
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Kitap EKOBKN0009216 658.827 PEA 2011
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