Making Sense Of Marketing

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Making Meaning

Author : Steve Diller
Publisher : New Riders
ISBN 13 : 0132704927
Total Pages : 154 pages
Book Rating : 4.1/5 (327 download)

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Book Synopsis Making Meaning by : Steve Diller

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.

Making Sense of Place

Author : Chris Murray
Publisher :
ISBN 13 : 9781873667187
Total Pages : 124 pages
Book Rating : 4.6/5 (671 download)

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Book Synopsis Making Sense of Place by : Chris Murray

Download or read book Making Sense of Place written by Chris Murray and published by . This book was released on 2001 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Making Sense of Marketing

Author : Graham Robinson
Publisher : Palgrave
ISBN 13 : 9780333428269
Total Pages : 93 pages
Book Rating : 4.4/5 (282 download)

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Book Synopsis Making Sense of Marketing by : Graham Robinson

Download or read book Making Sense of Marketing written by Graham Robinson and published by Palgrave. This book was released on 1986 with total page 93 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Making Sense of Marketing

Author : Peter Davies
Publisher :
ISBN 13 : 9780333498378
Total Pages : 124 pages
Book Rating : 4.4/5 (983 download)

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Book Synopsis Making Sense of Marketing by : Peter Davies

Download or read book Making Sense of Marketing written by Peter Davies and published by . This book was released on 1990 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Data-Driven Marketing

Author : Mark Jeffery
Publisher : John Wiley & Sons
ISBN 13 : 0470504544
Total Pages : 325 pages
Book Rating : 4.4/5 (75 download)

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Book Synopsis Data-Driven Marketing by : Mark Jeffery

Download or read book Data-Driven Marketing written by Mark Jeffery and published by John Wiley & Sons. This book was released on 2010-02-08 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Brand Sense

Author : Martin Lindstrom
Publisher : Simon and Schuster
ISBN 13 : 1439172013
Total Pages : 194 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Brand Sense by : Martin Lindstrom

Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

Making Sense of Business Reference

Author : Celia Ross
Publisher : American Library Association
ISBN 13 : 0838919421
Total Pages : 265 pages
Book Rating : 4.8/5 (389 download)

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Book Synopsis Making Sense of Business Reference by : Celia Ross

Download or read book Making Sense of Business Reference written by Celia Ross and published by American Library Association. This book was released on 2020-07-15 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the guide to keep at your side when serving business students, job-seekers, investors, or entrepreneurs in your library.

Making Sense of Marketing

Author :
Publisher :
ISBN 13 : 9780746402436
Total Pages : pages
Book Rating : 4.4/5 (24 download)

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Book Synopsis Making Sense of Marketing by :

Download or read book Making Sense of Marketing written by and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Stop Making Sense

Author : Michael J. Fanuele
Publisher : Post Hill Press
ISBN 13 : 1642932302
Total Pages : 288 pages
Book Rating : 4.6/5 (429 download)

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Book Synopsis Stop Making Sense by : Michael J. Fanuele

Download or read book Stop Making Sense written by Michael J. Fanuele and published by Post Hill Press. This book was released on 2019-07-09 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this fun and provocative page-turner, Michael Fanuele, one of the world’s most successful marketing strategists, shares The Six Skills of Inspiration. With insights from music, politics, business, neuroscience, and a recipe for radishes, Stop Making Sense shares the creative blueprint that can unleash the inspiring leader in all of us. “If Brené Brown and Simon Sinek had a book baby together, you’re looking at it right now. Stop Making Sense is a new manual for learning true leadership. Fanuele’s set of simple principles that changed my life over the last quarter century will change yours in a matter of hours.”—Andrew Zimmern, chef, author, teacher, host and producer of Travel Channel’s Bizarre Foods “Michael Fanuele shows us how our passion and emotion will take us farther than our logic ever can. I can't convince you to read this book, but I guarantee you'll be inspired by doing so.”—Beth Comstock, author of Imagine It Forward and former vice chair, GE “This is the book we need now: a blueprint for leading with heart, passion, and imagination. Fanuele is such a fun and generous storyteller you almost don't realize that he’s murdering so many small and cynical voices.” —Andrew Essex, Co-founder, Plan A, author of The End of Advertising, former CEO, Droga5 and Tribeca Enterprises “This funny, sweary, energetic, challenging book will push you into a whole new way to find that compelling inspiration we’d all secretly like 1000% more of.”—Adam Morgan, author of Eating The Big Fish and A Beautiful Constraint and founder, eatbigfish “The best magic bends your brain, and that’s exactly what Michael Fanuele does in Stop Making Sense. With wit and insight, he dismisses the myth that we have to wait for inspiration to strike. He reveals the secrets that can make any of us a muse, dazzling audiences and getting the very best out of our teams, families, and most important, ourselves.”—David Kwong, magician, “The Enigmatist,” author of Spellbound, puzzle creator, and producer

Making Sense of Management

Author : Mats Alvesson
Publisher : SAGE
ISBN 13 : 1446292126
Total Pages : 321 pages
Book Rating : 4.4/5 (462 download)

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Book Synopsis Making Sense of Management by : Mats Alvesson

Download or read book Making Sense of Management written by Mats Alvesson and published by SAGE. This book was released on 2012-04-20 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: The first edition of Making Sense of Management set out to provide a fresh perspective on management that was both broad and critical, exploring how the disruptive and constructive potential of critical theory can be realized in organizations. Along the way, it has proven to be a landmark contribution to critical management studies. As well as setting the agenda for current research, this revised edition has been written to appeal to a broader readership and open up critical theory for the general management student. New sections on HRM, brands, identity, ethics and leadership have been fully developed alongside the rest of the text to reflect the current state of play in critical management studies. The second edition of Making Sense of Management will be of interest to students and researchers in critical management studies and students on general management courses with a critical perspective.

Experiential Marketing

Author : Bernd H. Schmitt
Publisher : Simon and Schuster
ISBN 13 : 0743219511
Total Pages : 447 pages
Book Rating : 4.7/5 (432 download)

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Book Synopsis Experiential Marketing by : Bernd H. Schmitt

Download or read book Experiential Marketing written by Bernd H. Schmitt and published by Simon and Schuster. This book was released on 2000-12-11 with total page 447 pages. Available in PDF, EPUB and Kindle. Book excerpt: Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt. Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns. In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use "experience providers" such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences. To illustrate the essential concepts and frameworks of experiential marketing, Schmitt provides: SENSE cases on Nokia mobile phones, Hennessy cognac, and Procter & Gamble's Tide Mountain Fresh detergent; FEEL cases on Hallmark, Campbell's Soup, and Häagen Dazs Cafés in Asia, Europe, and the United States; THINK cases on Apple Computer's revival, Genesis ElderCare, and Siemens; ACT cases on Gillette's Mach3, the Milk Mustache campaign, and Martha Stewart Living; RELATE cases on Harley-Davidson, Tommy Hilfiger, and Wonderbra. Using the New Beetle and Sony as examples, Schmitt discusses the strategic and implementation intricacies of creating holistic experiences for customers. In an intriguing final chapter, he presents turn-around techniques such as "Objective: To Dream," "Send in the Iconoclasts," and "Quit the Bull," to show how traditional marketing firms can transform themselves into experience-oriented organizations. This book will forever change your perception of customers, marketing, and brands -- from Amtrak and Singapore Airlines to Herbal Essences products and Gwyneth Paltrow.

Another One Bites the Grass

Author : Simon Anholt
Publisher : Wiley
ISBN 13 : 9780471354888
Total Pages : 0 pages
Book Rating : 4.3/5 (548 download)

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Book Synopsis Another One Bites the Grass by : Simon Anholt

Download or read book Another One Bites the Grass written by Simon Anholt and published by Wiley. This book was released on 2000-01-21 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Another One Bites the Grass "An inspiring, thought-provoking perspective on creating effective and sustainable international advertising." --Charles Lanphear, Global Media Director H.J. Heinz Company "At last, here's a really intelligent new approach to the age-old problem of making great international ads. A must-read for everyone in the business of global brands, global marketing, and global communications." --Robert Hancock, Director of Communications Pillsbury UK Ltd. "In an irreverent, finely argued, and entertaining assault on conventional wisdom, drawing on his considerable experience of working in the business, the author proposes thought-provoking new ways to survive and prosper in the international advertising jungle." --Adrian Vickers. Founder/Partner Abbott Mead Vickers BBDO

Market Sense and Nonsense

Author : Jack D. Schwager
Publisher : John Wiley & Sons
ISBN 13 : 1118523164
Total Pages : 373 pages
Book Rating : 4.1/5 (185 download)

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Book Synopsis Market Sense and Nonsense by : Jack D. Schwager

Download or read book Market Sense and Nonsense written by Jack D. Schwager and published by John Wiley & Sons. This book was released on 2012-10-19 with total page 373 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bestselling author, Jack Schwager, challenges the assumptions at the core of investment theory and practice and exposes common investor mistakes, missteps, myths, and misreads When it comes to investment models and theories of how markets work, convenience usually trumps reality. The simple fact is that many revered investment theories and market models are flatly wrong—that is, if we insist that they work in the real world. Unfounded assumptions, erroneous theories, unrealistic models, cognitive biases, emotional foibles, and unsubstantiated beliefs all combine to lead investors astray—professionals as well as novices. In this engaging new book, Jack Schwager, bestselling author of Market Wizards and The New Market Wizards, takes aim at the most perniciously pervasive academic precepts, money management canards, market myths and investor errors. Like so many ducks in a shooting gallery, Schwager picks them off, one at a time, revealing the truth about many of the fallacious assumptions, theories, and beliefs at the core of investment theory and practice. A compilation of the most insidious, fundamental investment errors the author has observed over his long and distinguished career in the markets Brings to light the fallacies underlying many widely held academic precepts, professional money management methodologies, and investment behaviors A sobering dose of real-world insight for investment professionals and a highly readable source of information and guidance for general readers interested in investment, trading, and finance Spans both traditional and alternative investment classes, covering both basic and advanced topics As in his best-selling Market Wizard series, Schwager manages the trick of covering material that is pertinent to professionals, yet writing in a style that is clear and accessible to the layman

Digital Sense

Author : Travis Wright
Publisher : John Wiley & Sons
ISBN 13 : 1119291747
Total Pages : 308 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis Digital Sense by : Travis Wright

Download or read book Digital Sense written by Travis Wright and published by John Wiley & Sons. This book was released on 2017-01-06 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

Modern Marketing Research

Author : Fred M.. Feinberg
Publisher : Thomson South-Western
ISBN 13 : 9781133191025
Total Pages : 689 pages
Book Rating : 4.1/5 (91 download)

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Book Synopsis Modern Marketing Research by : Fred M.. Feinberg

Download or read book Modern Marketing Research written by Fred M.. Feinberg and published by Thomson South-Western. This book was released on 2013 with total page 689 pages. Available in PDF, EPUB and Kindle. Book excerpt: Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.

Uncommon Sense, Common Nonsense

Author : Jules Goddard
Publisher : Profile Books
ISBN 13 : 1847658210
Total Pages : 255 pages
Book Rating : 4.8/5 (476 download)

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Book Synopsis Uncommon Sense, Common Nonsense by : Jules Goddard

Download or read book Uncommon Sense, Common Nonsense written by Jules Goddard and published by Profile Books. This book was released on 2012-05-03 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a book for managers who know that their organisations are stuck in a mindset that thrives on fashionable business theories that are no more than folk wisdom, and whose so-called strategies that are little more than banal wish lists. It puts forward the notion that the application of uncommon sense - thinking or acting differently from other organisations in a way that makes unusual sense - is the secret to competitive success. For those who want to succeed and stand out from the herd this book is a beacon of uncommon sense and a timely antidote to managerial humbug.

Making Sense

Author : Sam Harris
Publisher : HarperCollins
ISBN 13 : 0062857800
Total Pages : 435 pages
Book Rating : 4.0/5 (628 download)

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Book Synopsis Making Sense by : Sam Harris

Download or read book Making Sense written by Sam Harris and published by HarperCollins. This book was released on 2020-08-11 with total page 435 pages. Available in PDF, EPUB and Kindle. Book excerpt: A New York Times New and Noteworthy Book From the bestselling author of Waking Up and The End of Faith, an adaptation of his wildly popular, often controversial podcast “Sam Harris is the most intellectually courageous man I know, unafraid to speak truths out in the open where others keep those very same thoughts buried, fearful of the modish thought police. With his literate intelligence and fluency with words, he brings out the best in his guests, including those with whom he disagrees.” -- Richard Dawkins, author of The Selfish Gene “Civilization rests on a series of successful conversations.” —Sam Harris Sam Harris—neuroscientist, philosopher, and bestselling author—has been exploring some of the most important questions about the human mind, society, and current events on his podcast, Making Sense. With over one million downloads per episode, these discussions have clearly hit a nerve, frequently walking a tightrope where either host or guest—and sometimes both—lose their footing, but always in search of a greater understanding of the world in which we live. For Harris, honest conversation, no matter how difficult or controversial, represents the only path to moral and intellectual progress. This book includes a dozen of the best conversations from Making Sense, including talks with Daniel Kahneman, Timothy Snyder, Nick Bostrom, and Glenn Loury, on topics that range from the nature of consciousness and free will, to politics and extremism, to living ethically. Together they shine a light on what it means to “make sense” in the modern world.