Download or read book Marketing in the Boardroom written by Ruth Saunders and published by Routledge. This book was released on 2017-04-07 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: It’s no secret: marketing punches below its weight in the Boardroom. CEOs and other board members perceive that marketers lack commercial credibility when compared to their peers. Marketing in the Boardroom helps marketers to be more commercially credible and thereby more successful in the Boardroom. Ruth Saunders explains the importance of marketing in the Boardroom, and why marketers often struggle to engage the Board. She then shows how to develop compelling marketing strategies that the Board will buy into, offering a mix of practical solutions and varied case studies drawn from her years of industry experience. In the final section, she helps marketers better understand the Board mindset and language, demonstrating how to win over the Board members’ hearts, minds and confidence. Marketing in the Boardroom is an important book for any aspiring marketers who are moving up the career ladder, particularly those who are writing or giving presentations to the Board. It is also an important book for their organizations, particularly those that struggle to give marketing the support it needs to create customer-led strategies that will drive business growth.
Download or read book War in the Boardroom written by Al Ries and published by Harper Collins. This book was released on 2009-10-06 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in what we think but in how we think There's a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion. Management minds are not on the same wavelength as marketing minds. What makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer. What makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer. These different mind-sets often result in conflicting approaches to branding, and the Ries' thought-provoking observations—culled from years on the front lines—support this conclusion, including: Management deals in reality. Marketing deals in perception. Management demands better products. Marketing demands different products. Management deals in verbal abstractions. Marketing deals in visual hammers. Using some of the world's most famous brands and products to illustrate their argument, the authors convincingly show why some brands succeed (Nokia, Nintendo, and Red Bull) while others decline (Saturn, Sony, and Motorola). In doing so, they sound a clarion call: to survive in today's media-saturated society, managers must understand how to think like marketers—and vice versa. Featuring the engaging, no-holds-barred writing that readers have come to expect from Al and Laura Ries, War in the Boardroom offers a fresh look at a perennial problem and provides a game plan for companies that want to break through the deadlock and start reaping the rewards.
Download or read book Mao in the Boardroom written by Gabriel Stricker and published by St. Martin's Griffin. This book was released on 2003-06-28 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Steve Jobs, Richard Branson, and Ben and Jerry may think they were the first guerrilla marketers, but Mao beat them to the punch years ago. Get ready for the lessons of success from the original "Chairman" of the board. Mao in the Boardroom is the new Little Red Book for a capitalist world. "A curious amalgam of humor and business advice, Stricker's book should appeal to little guys thinking about going up against the big dogs." - Publishers Weekly
Download or read book From Backroom to Boardroom written by Debbie Qaqish and published by Forbesbooks. This book was released on 2021-05-25 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Backroom to Boardroom is not a book about technology, data models or the latest in a series of bright and shiny toys so loved by marketers. It is a book about building a strategic marketing operations organization that transports marketing from the backroom to the boardroom. The journey begins with defining the new breed of marketing leadership and continues by exploring the integration of business acumen, marketing experience and the power of the digital age. This book is a practical guide that will help you reimagine, rescript and rearchitect the role of marketing forever.
Download or read book B2B Marketing written by Uwe G. Seebacher and published by Springer Nature. This book was released on 2021-05-03 with total page 754 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.
Download or read book The Marketing Director s Handbook written by Guy Tomlinson and published by The Marketing Directors. This book was released on 2008 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Marketing Director's Handbook is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. It is truly unique. In 30 chapters it is structured to help you undertake key marketing activities and solve marketing problems. It is jam-packed with insights, ideas to ensure business and personal success.
Download or read book Executing Strategy written by Timothy C. Daughtry and published by Capital Books. This book was released on 2009 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategy means nothing if it's not executed properly--Two respected business psychologists coach you through a winning relay of strategy from boardroom to frontline--developing stronger management leaders with each handoff
Download or read book Customer in the Boardroom written by Rama Bijapurkar and published by Penguin Random House India Private Limited. This book was released on 2023-02-06 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is the customer in your boardroom? The business strategies of most companies in India are marked by the supply-sided, tunnel vision of the market and obsessively competitor-centred approaches. Customer in the Boardroom highlights the need for companies to embed customer centricity into the heart of their business strategy development process, if they are to continue to grow profitably and secure their future. Rama Bijapurkar presents a compelling treatise on how to develop business strategy around the world of customers rather than the world of competitors. She draws a sharp distinction between the 'market = industry size' and the 'market = customers with needs' bases for developing business strategy. Replete with anecdotes, examples and cases from India Inc, the book draws on the author's vast experience in consulting and teaching and places equal emphasis on both the theory and the practice of bringing the customer into the boardroom.
Download or read book Marketing Strategy written by Jenna Tiffany and published by Kogan Page Publishers. This book was released on 2021-05-03 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: WINNER: The BookFest Spring Book Awards 2022 - Marketing category WINNER: Business Book Awards 2022 - Sales & Marketing category Tasked with creating marketing strategy? This book is for you. Learn about the most useful tools and models, dodge common mistakes, and optimize your marketing strategy success, with this practical and adaptable framework from award-winning thought-leader Jenna Tiffany. Create an effective marketing strategy for your business with Marketing Strategy, which offers a clear, easy-to-follow overview of why strategy is important, how to create it, how to implement it, and - crucially - how to measure its success. Packed with global examples and case studies, the book opens by discussing the role strategy plays in any organization's long-term vision. It also discusses the key models and frameworks that can be used to analyze the marketing environment, and offers information on segmentation, targeting and positioning. Importantly, it will outline some of the key challenges likely to crop up, and gives pre-emptive tools for avoiding them. Marketing Strategy is highly practical in approach. Chapters are supported by short tasks to complete throughout, to cement the reader's understanding of the concepts discussed. Put together, these tasks create an easy to follow, step-by-step framework for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business. Marketing Strategy also includes input from leading marketing strategists including Mark Ritson and organizations such as Mailchimp, the CIM and DMA.
Download or read book Boardroom Strategies for Financial Institutions written by Catherine A. Ghiglieri and published by Outskirts Press. This book was released on 2019-05-30 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: Boardroom Strategies for Financial Institutions is written by two former bank regulators, Catherine Ghiglieri and Jewell Hoover, who have also served on several financial institution boards. In this book, they provide practical guidance and applications for most governance situations in the boardroom. Many directors come to the boardroom without prior governance experience and navigating the many challenges can seem daunting. The strategies discussed in this book range from how to artfully frame questions so that you get the best response from management to how to "wedge your place setting" at an already crowded boardroom table. It is a must have for new and experienced financial institution board members.
Download or read book The Fall of Advertising and the Rise of PR written by Al Ries and published by Harper Collins. This book was released on 2009-03-17 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
Download or read book Identity Power and Influence in the Boardroom written by Meena Thuraisingham and published by Routledge. This book was released on 2021-03-31 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the last decade, the role of the board of directors in deciding on potentially value-creating decisions has gained greater prominence. Following extensive board research into the origins, reasons, effects and consequences of boardroom influence of directors, this book prepares directors for playing a more influential role in shaping such decisions. Boards are only as effective as the relationships their members have with each other. Despite this, many of the published guides on board work do not focus sufficiently on the human dimension of governance, nor has there been a comprehensive understanding of the effect that group membership has on the decision behaviour of the individual director, or vice versa. The author offers the reader actionable strategies to successfully navigate the complex dynamics that are inevitable when a group of powerful individuals with strong individual identities has to work together. Without a realistic understanding of the silent risks that a suboptimal dynamic may pose to the processes of making critical decisions, boards may find their decision outcomes compromised. Despite the best intentions, such dynamics can have a chilling effect on an individual director's contribution, marginalising or diminishing the value of their contribution and their influence on the board. This book will be a valuable resource guide for aspiring and experienced company directors wishing to strengthen their effectiveness in the advisory role and develop a more influential voice in shaping the strategic direction of their companies.
Download or read book Reinventing Interactive and Direct Marketing Leading Experts Show How to Maximize Digital ROI with iDirect and iBranding Imperatives written by Stan Rapp and published by McGraw Hill Professional. This book was released on 2009-11-06 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Attract New Customers and Exceed Revenue Goals with iDirect Marketing! “A simple concept ties this incredibly useful book together. Every marketer now is an iDirect marketer. You ignore this concept, and this book, at your own peril.” Al Ries, author of War in the Boardroom “How do you get your brand heard, trusted, and remembered? The answer is in the confluence of digital and direct to form a torrent of minimal cost/maximal result opportunities. Rapp’s vision of an iDirect future and the insights of the book’s contributors put marketing supremacy in your grasp.” Tim Suther, SVP, Acxiom Global Multichannel Marketing Services “The internet brings about the reinvention of everything. Now it is marketing’s turn. Rapp compiles the best thinking on a future with low-cost and no-cost connections between products and consumers. Essential reading for marketers.” Chris Anderson, author of The Long Tail “Direct marketing is interactive, and interactive marketing is direct. With an ‘iDirect’ mindset, digital platforms and innovative analytics impact the data-driven, online, offline, lead-generating, customer-retaining, multichannel direct marketing process. Rapp’s vision for reinventing marketing is a wake-up call for CMOs to think and act differently in a profoundly changed world.” John Greco, President and CEO, Direct Marketing Association “It’s increasingly important to rely on an agency for accountable iDirect solutions. The advertising agency of the future must be adept at reinventing yesterday’s interactive, direct and branding. Rapp’s cohort of experts show the way in this book.” Michael McCathren, Chick-fil-A Conversation Catalyst About the Book Reinventing Interactive and Direct Marketing focuses on how to benefit from a fundamental truth about marketing in the digital era. Interactive Marketing is direct. Direct Marketing is interactive. What has been seen mistakenly as separate disciplines actually are one and the same. Every marketer now is an interactive direct marketer. To help you profit from this new reality, Stan Rapp introduces a new paradigm—iDirect—the 21st-century growth engine at the intersection of digital technologies and direct marketing practices. The gap between what you once took for granted and the iDirect Marketing future is so vast that a team of thought leaders is needed to deal with it. No one person has all the answers. In this book, Rapp brings together marketing luminaries with a variety of perspectives that will open your eyes to astonishing, new opportunities. It contains surprising insights from the top minds in direct marketing, including: John Greco, President of the Direct Marketing Association: How to Market Directly or Be Left Behind Professor Don Shultz, PhD, Northwestern University: Media Allocation for a Mass Networking Landscape Lucas Donat, President, Donat/Wald: ROIpositive Advertising via TV and Print for the iDirect Marketer Mike Caccavale, Founder and CEO, Pluris Marketing: Instant Delivery of Thousands of Individualized Messages Michael Becker, VP Mobile Strategies, iLoop Mobile: Hold the Consumer in the Palm of Your Hand with Mobile Melissa Read, PhD, Vice President of Research and Innovation, Engauge: The Psychology of Motivating Desired Behavior On- and Offline Tim Suther, Acxiom SVP Global Multichannel Marketing Services: Releasing the Full Power of iDirect Fundamentals
Download or read book Witch in the Boardroom written by Stacey DeMarco and published by . This book was released on 2005 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Must cutthroat tactics and backstabbing be synonymous with “getting ahead?” Does success in the corporate world equal spiritless, energy-draining drudgery? Successful business leader and experienced Witch Stacey Demarco, insists that spirituality and business are not mutually exclusive. Combining Wiccan principles with down-to-earth business techniques, Witch in the Boardroom demonstrates how to rejuvenate your career and your spiritual life. Demarco illustrates how to achieve material and spiritual fulfillment in the workplace by applying Witchcraft laws, spellworking, and magical thinking. Inspiring stories from the author's own case studies confirm the potency of the rituals and spells outlined in this Wiccan-based guide to business success.
Download or read book The Business of Winning written by Mark Gallagher and published by Kogan Page Publishers. This book was released on 2014-10-03 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this riveting insider's account of over 30 years in the Formula One industry, Mark Gallagher explains what it takes to succeed in a competitive business with high technology, high finance and immensely high stakes. Like any global business, Formula One demands the best from its people. To thrive within it requires impeccable leadership and communications skills, as well as the ability to design, manufacture, develop and bring to market a constantly improving high-technology product and constantly work to immoveable deadlines with an immense supply chain and tight regulations. The Business of Winning sets out a one-stop management guide for executives keen to emulate this high-speed, high-impact approach to business. Based on hard-won experience and practical examples of how owners, drivers, teams, technicians and sponsors deal with the full range of management questions and issues they face every day, Mark Gallagher brings the drama of the Formula One business to life in vivid detail. Online supporting resources for this book include a bonus chapter taking the fear out of the future.
Download or read book Rise of the Revenue Marketer written by Debbie Qaqish and published by BookLogix. This book was released on 2013-10-21 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is written for the B2B marketing executive who is responsible for answering the question "What are you going to do about revenue?" This one question begins the transformation of marketing from a cost center to a revenue center, a journey for which most executives are not fully prepared. To describe this transformation, Debbie Qaqish and The Pedowitz Group coined the term Revenue Marketing in 2010. This book was written as a Playbook for the executive responsible for leading this change. Marketing executives reading this book will: gain insight from the Revenue Marketing practices of twenty-four marketing executives interviewed for this book; learn about a new discipline called Revenue Marketing and how it transforms marketing from a cost center to a revenue center; find out how to move Revenue Marketing from a strategy to an executable plan; discover how to manage the key areas of change required on this journey; and understand and be able to apply the key plays for building a repeatable, predictable, and scalable Revenue Marketing practice.
Download or read book Marketing in the Boardroom written by Kevin John Luscombe and published by . This book was released on 2007 with total page 143 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the Boardroom is an instructive and easy-to- use guide for board members and senior management interested in effective boardroom dialogue around brands and marketing. For most companies, brands are significant assets and marketing is a major investment. Yet how often - and how effectively - are brand and marketing decisions and investments rigorously analysed in the boardroom? This book will promote an effective dialogue between directors and management. The practical question and answer format will provide easy reference and help facilitate discussion around whether their company's marketing is firmly focused on customer impact, and ultimately maximising shareholder returns.
