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Author : Gloria Cockerell
Publisher :
ISBN 13 : 9780757578922
Total Pages : pages
Book Rating : 4.5/5 (789 download)
Download or read book Making Marketing Meaningful written by Gloria Cockerell and published by . This book was released on 2010-08-23 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gloria Cockerell
Publisher :
ISBN 13 : 9781465222497
Total Pages : 0 pages
Book Rating : 4.2/5 (224 download)
Download or read book Making Marketing Meaningful written by Gloria Cockerell and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Steve Diller
Publisher : New Riders
ISBN 13 : 0132704927
Total Pages : 154 pages
Book Rating : 4.1/5 (327 download)
Download or read book Making Meaning written by Steve Diller and published by New Riders. This book was released on 2005-12-21 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: “ We’re now hip-deep, if not drowning, in the ‘experience economy.‘ Here‘s the smartest book I‘ve read so far that can actually help get your brand to higher ground, fast. And it‘s written by people who not only drew the map, but blazed these trails in the first place.” –Brian Collins, Executive Creative Director, Ogilvy & Mather Worldwide Brand Integration Group In a market economy characterized by commoditized products and global competition, how do companies gain deep and lasting loyalty from their customers? The key, this book argues, is in providing meaningful customer experiences. Writing in the tradition of Louis Cheskin, one of the founding fathers of market research, the authors of Making Meaning observe, define, and describe the meaningful customer experience. By consciously evoking certain deeply valued meanings through their products, services, and multidimensional customer experiences, they argue, companies can create more value and achieve lasting strategic advantages over their competitors. A few businesses are already discovering this approach, but until now no one has articulated it in such a persuasive and practical way. Making Meaning not only encourages businesses to adopt an innovation process that’s centered on meaning, it also tells you how. The book outlines a plan of action and describes the attributes of a meaning-centric innovation team. With insightful real-world examples drawn from the Cheskin company's experience and from the authors' observations of the contemporary global market, this book outlines a plan of action and describes the attributes of a meaning-centric innovation team. Meaningful experiences—as distinct from trivial ones—reinforce or transform the customer’s sense of purpose and significance. The authors’ vision of a world of meaningful consumption is idealistic, but don’t be fooled: this is a straightforward business book with an eye on the ROI. It shows how to bring R&D, design, and marketing together to create deeper and richer experiences for your customers. Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences is an engaging and practical book for business leaders, explaining how their companies can create more meaningful products and services to better achieve their goals.
Author : Bernadette Jiwa
Publisher :
ISBN 13 : 9780994432803
Total Pages : 0 pages
Book Rating : 4.4/5 (328 download)
Download or read book Meaningful written by Bernadette Jiwa and published by . This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The most important book for your boss to read this year." -SETH GODIN "Empathy, relevance, and affinity-three great concepts to help you make a dent in the universe. Jiwa explains a whole new way to innovate and change the world." -GUY KAWASAKI "A must read for any entrepreneur or marketer. It's full of lots of "aha" moments with a concrete tool that you can implement immediately. This book should be added to every marketer's toolkit!" -DIANE DIAZ, Instructor Digital Storytelling & Branding, FULL SAIL UNIVERSITY "This book and the Story Strategy Blueprint inside are invaluable for anyone who wants to disrupt their industry and to know and genuinely matter to their customers. Bernadette's unique views and teachings will give you the most important, empathetic tools to know the consumer and be a successful storyteller." -ANTONIO ZEA, Global Director, Football Footwear, UNDER ARMOUR "As marketers our future value and success relies on using our customers as our compass. Through inspiring case studies, learn about the Innovation Trifecta and how affinity that is earned, rather than attention that is bought can power your business growth. Bernadette digs deep to explain why brands that give a damn make a difference and win in terms of profits, people and the planet." -LEE TONITTO, CEO, AUSTRALIAN MARKETING INSTITUTE One of Inc Magazine's Top Business Books of 2015. Our new digital landscape has spawned an entrepreneurial culture and the belief that anyone with a laptop and an Internet connection has the power to change the world-to create an idea that flies. But for every groundbreaking business that started this way, a thousand others have stalled or failed. Why? What's the secret to success? What do Khan Academy, the GoPro camera, the Dyson vacuum cleaner and Kickstarter have in common? After years of consulting with hundreds of innovators, creatives, entrepreneurs and business leaders to help them tell the stories of their ideas, I have discovered something: every business that flies starts not with the best idea, the biggest budget or better marketing, but with the story of someone who wants to do something-and can't. We don't change the world by starting with our brilliant ideas, our dreams; we change the world by helping others to live their dreams. The story of ideas that fly is the story of the people who embrace them, love them, adopt them, care about them and share them. Successful ideas are the ones that become meaningful to others-helping them to see what's possible for them. Our ideas fly when we show others their wings.
Author : Doug Hall
Publisher : Emmis Books
ISBN 13 : 9781578601783
Total Pages : 286 pages
Book Rating : 4.6/5 (17 download)
Download or read book Meaningful Marketing written by Doug Hall and published by Emmis Books. This book was released on 2004-10 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a powerful new approach to marketing that will multiply the impact of every dollar invested. Comprehensive research by Doug Hall and Jeffrey Stamp details marketing initiatives that will deliver sustained success. What makes this book's teaching more reliable and reproducible than others is its foundation on hard data reflecting customer, industrial, and business-to-business marketing, not: "guru opinions." After reading Meaningful Marketing, readers will know how to more effectively and efficiently market and sell their brand, their services, their products, and even themselves!
Author : Alin Dragu
Publisher : Independently Published
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.8/5 (676 download)
Download or read book Meaningful Marketing written by Alin Dragu and published by Independently Published. This book was released on 2023-11-16 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: A much-needed approach to marketing, advertising and life. Alin Dragu has led marketing for the last decade at a Fortune 500 company, one of the fastest growing churches in America with over 60,000+ engaged people and now the #1 Christian Marketing agency. Alin has taught these marketing principles to seasoned leaders via workshops and his writing has been engaged with over 2M times on X (Formerly Twitter). Now, for the first time ever, Alin Dragu offers the core of his marketing wisdom in one compact, accessible, timeless package. Meaningful Marketing shows you how to do work that actually matters in a world absorbed with themselves. Whether you're a small business owner, church pastor or real estate broker. Meaningful marketing isn't obsessed over what we can get from our people but what we can do for our people. The tactics of a meaningful marketer aren't to wake up and throw spaghetti at the wall but to understand how their day-to-day moves their entire mission in life forward. This book isn't about email campaigns, ROI or viral social media posts. It's about empathy, care and generosity. Meaningful Marketing emphasizes 38 simple principles that help you clearly understand not just what decisions to make in marketing, but why you should make those decisions. No matter what your product or service, this book will help you reframe how your people experience it, in order to meaningfully connect with the people who need it most. Alin blends his coveted online writing style to this timeless piece through a signature blend of memorable stories, pithy one liners and obscure observation. A few things you'll learn while reading Meaningful Marketing: Why people make decisions emotionally, not rationally How to employ a marketing strategy that lasts decades, not months How your mission, strategy and tactics should all match Principles that explain why you makes decisions, not just how How to identify the exact person you seek to serve Why some companies are marketing geniuses and others are just plain bad You can do work that matters for people who need it. This book will show you how.
Author : Maddy Kulkarni
Publisher : Kendall/Hunt Publishing Company
ISBN 13 : 9781792469510
Total Pages : 244 pages
Book Rating : 4.4/5 (695 download)
Download or read book Social Impact Marketing written by Maddy Kulkarni and published by Kendall/Hunt Publishing Company. This book was released on 2021-08-30 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: Takes fundamental marketing concepts and teaches you how to apply them to social causes like access to food and education, climate change, and gender equality. The book includes learnings from beautiful, iconic social impact campaigns from some of the world's most beloved brands.
Author : Michael Beverland
Publisher : SAGE
ISBN 13 : 1526415895
Total Pages : 516 pages
Book Rating : 4.5/5 (264 download)
Download or read book Brand Management written by Michael Beverland and published by SAGE. This book was released on 2018-01-27 with total page 516 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.
Author : Fred Dust
Publisher : HarperCollins
ISBN 13 : 0062933914
Total Pages : 197 pages
Book Rating : 4.0/5 (629 download)
Download or read book Making Conversation written by Fred Dust and published by HarperCollins. This book was released on 2020-12-01 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: A former Senior Partner and Global Managing Director at the legendary design firm IDEO shows how to design conversations and meetings that are creative and impactful. Conversations are one of the most fundamental means of communicating we have as humans. At their best, conversations are unconstrained, authentic and open—two or more people sharing thoughts and ideas in a way that bridges our individual experiences, achieves a common goal. At their worst, they foster misunderstanding, frustration and obscure our real intentions. How often do you walk away from a conversation feeling really heard? That it moved the people in it forward in some important way? You’re not alone. In his practice as a designer, Fred Dust began to approach conversations differently. After years of trying to broker communication between colleagues and clients, he came to believe there had to a way to design the art of conversation itself with intention and purpose, but still artful and playful. Making Conversation codifies what he learned and outlines the seven elements essential to successful exchanges: Commitment, Creative Listening, Clarity, Context, Constraints, Change, and Create. Taken together, these seven elements form a set of resources anyone can use to be more deliberate and purposeful in making conversations work.
Author : Gini Dietrich
Publisher : Que Publishing
ISBN 13 : 0132939541
Total Pages : 265 pages
Book Rating : 4.1/5 (329 download)
Download or read book Marketing in the Round written by Gini Dietrich and published by Que Publishing. This book was released on 2012-04-24 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers
Author : Doug Hall
Publisher : Clerisy Press
ISBN 13 : 1578603560
Total Pages : 322 pages
Book Rating : 4.5/5 (786 download)
Download or read book Jump Start Your Marketing Brain written by Doug Hall and published by Clerisy Press. This book was released on 2010-02-11 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a powerful new approach to marketing that will multiply the impact of every dollar invested. Comprehensive research by Doug Hall details marketing initiatives that will deliver sustained success. What makes this book's teaching more reliable and reproducible than others is its foundation on hard data reflecting customer, industrial, and business-to-business marketing, not "guru opinions." After reading Jump Start Your Marketing Brain, readers will know how to more effectively and efficiently market and sell their brand, their services, their products, and even themselves!
Author : N. Hollis
Publisher : Springer
ISBN 13 : 1137365595
Total Pages : 226 pages
Book Rating : 4.1/5 (373 download)
Download or read book The Meaningful Brand written by N. Hollis and published by Springer. This book was released on 2016-04-30 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societal. Supported by data analyses, case studies and interviews, The Meaningful Brand explores the four components of a distinguished brand: purpose, delivery, resonance, and difference.
Author : Guerric de Ternay
Publisher :
ISBN 13 : 9781794056053
Total Pages : 96 pages
Book Rating : 4.0/5 (56 download)
Download or read book The Value Mix written by Guerric de Ternay and published by . This book was released on 2019-01-13 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do you go from an idea to a compelling product strategy? How do you translate a customer interview into marketing insight? In the Value Mix, Guerric de Ternay answers these important questions. Filled with innovation frameworks and examples, this practical book helps you solve the biggest challenge every business faces: how to create meaningful and successful products or services--something new that matters to your customers. The Value Mix is complementary to the lean startup methodology, the design thinking process, and customer development research. This is a must-read for anyone starting something new--whether you're a product manager, an entrepreneur, an innovation consultant, or a marketing or brand manager. You can create meaningful value propositions for your customers. The Value Mix tells you how. -- Guerric de Ternay is the founder of two sustainable fashion businesses: GoudronBlanc offers high-quality T-shirts for men and Blackwood creates accessories made of natural, eco-friendly materials. In parallel, Guerric also manages projects for ?What If! Innovation, a global consulting firm that works with Fortune 500 companies to use an experimentation-based approach to achieving growth.
Author : Tara Young
Publisher : Rowman & Littlefield
ISBN 13 : 1538146800
Total Pages : 327 pages
Book Rating : 4.5/5 (381 download)
Download or read book Creating Meaningful Museum Experiences for K–12 Audiences written by Tara Young and published by Rowman & Littlefield. This book was released on 2021-10-30 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Creating Meaningful Museum Experiencesfor K–12 Audiences: How to Connect with Teachers and Engage Students is the first book in more than a decade to provide a comprehensive look at best practices in working with this crucial segment of museum visitors. With more than 40 contributors from art, history, science, natural history, and specialty museums across the country, the book asks probing questions about museum-school relationships, suggests new paradigms, and offers creative approaches. Fully up-to-date with current issues relevant to museums’ work with schools, including anti-racist teaching approaches and pivoting to virtual programming during the pandemic, this book is essential for both established and emerging museum educators to ensure they are current on best practices in the field. The book features four parts: Setting the Stage looks at the how museums establish and finance K-12 programs, and how to engage with the youngest audiences. Building Blocks considers the core elements of successful K-12 programming, including mission alignment, educator recruitment and training, working with teacher advisory boards, and anti-racist teaching practices. Questions and New Paradigms presents case studies in which practitioners reconsider established approaches to museums’ work with schools and engage in iterative processes to update and improve them—from evaluating K–12 museum programs to diversifying program content, to prioritizing virtual programming. Solutions and Innovative Models offers examples of programs that have been reimagined for the current landscape of museum-school collaborations, including practicing self-care for teachers and museum educators, investing in extended school relationships over one-time visits, and highlighting the stories of enslaved people who lived at historic sites.
Author : Lyn Spillman
Publisher : University of Chicago Press
ISBN 13 : 0226769569
Total Pages : 532 pages
Book Rating : 4.2/5 (267 download)
Download or read book Solidarity in Strategy written by Lyn Spillman and published by University of Chicago Press. This book was released on 2012-08-30 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt: Popular conceptions hold that capitalism is driven almost entirely by the pursuit of profit and self-interest. Challenging that assumption, this major new study of American business associations shows how market and non-market relations are actually profoundly entwined at the heart of capitalism. In Solidarity in Strategy, Lyn Spillman draws on rich documentary archives and a comprehensive data set of more than four thousand trade associations from diverse and obscure corners of commercial life to reveal a busy and often surprising arena of American economic activity. From the Intelligent Transportation Society to the American Gem Trade Association, Spillman explains how business associations are more collegial than cutthroat, and how they make capitalist action meaningful not only by developing shared ideas about collective interests but also by articulating a disinterested solidarity that transcends those interests. Deeply grounded in both economic and cultural sociology, Solidarity in Strategy provides rich, lively, and often surprising insights into the world of business, and leads us to question some of our most fundamental assumptions about economic life and how cultural context influences economic.
Author : Geoffrey Brewer
Publisher : Simon and Schuster
ISBN 13 : 1595620192
Total Pages : 320 pages
Book Rating : 4.5/5 (956 download)
Download or read book Best of the Gallup Management Journal 2001-2007 written by Geoffrey Brewer and published by Simon and Schuster. This book was released on 2007-12-28 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since 2001, the Gallup Management Journal has provided leaders with essential insights into managing the human side of their businesses: their employees and customers. This book features articles from the first seven years of the journal that could not be more relevant today, as executives continue to struggle with the transition into a 21st century global economy. A range of voices is included in these pages. A Ritz-Carlton executive tells how his company is reinventing its world-class brand, while a leader at Ann Taylor describes how the retailer invests in talent. Nobel Prize winner Daniel Kahneman probes how customers think, while one of the founding fathers of the Internet, Vinton Cerf, speculates on the future of a connected world. With its lively writing and penetrating, research-driven insights, The Best of the Gallup Management Journal 2001-2007 is essential reading for leaders who want to engage employees and customers in a hyper-competitive and ever-changing global economy.
Author : Byron Sharp
Publisher : OUP Australia & New Zealand
ISBN 13 : 9780195573565
Total Pages : 246 pages
Book Rating : 4.5/5 (735 download)
Download or read book How Brands Grow written by Byron Sharp and published by OUP Australia & New Zealand. This book was released on 2010-03-11 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands.
