About the Authors
by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique R
How to Innovate in Marketing (Collection), 2/e
- Title Page
- Copyright Page
- Table of Contents
- Making Innovation Work: How to Manage It, Measure It, and Profit from It, Updated Edition
- Copyright Page
- Praise for Making Innovation Work, First Edition
- Introduction to Updated Edition
- Introduction
- 1. Driving Success: How You Innovate Determines What You Innovate
- 2. Mapping Innovation: What Is Innovation and How Do You Leverage It?
- 3. Choosing Your Destiny: How to Design a Winning Innovation Strategy
- Choosing the Right Strategy
- Play to Win and Play Not to Lose Strategies
- Too Much of a Good Thing
- Clearly Defined Innovation Strategy Drives Change
- Do You Select an Innovation Strategy?
- Risk Management and Innovation Strategy
- Innovation Strategy: The Case of the Pharmaceutical Industry
- Strategy and the Innovation Rules
- 4. Organizing for Innovation: How to Structure a Company for Innovation
- 5. Management Systems: Designing the Process of Innovation
- 6. Illuminating the Pathway: How to Measure Innovation
- 7. Rewarding Innovation: How to Design Incentives to Support Innovation
- The Importance of Incentives and Rewards
- Motivation
- A Framework for Incentive Systems’ Design
- Setting Goals for Measuring Performance
- Performance Evaluation and Incentive Contracts
- Incentive Contracts
- Key Considerations in Designing Incentives Systems for Innovation
- Incentives and Rewards, and the Innovation Rules
- 8. Learning Innovation: How Do Organizations Become Better at Innovating?
- 9. Cultivating Innovation: How to Design a Winning Culture
- 10. Conclusion: Applying the Innovation Rules to Your Organization
- Endnotes
- Bibliography
- Additions to Bibliography for Updated Edition
- Index
- Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution
- Copyright Page
- Dedication Page
- Praise for Real Time Marketing for Business Growth
- Foreword
- Acknowledgments
- About the Author
- Introduction
- Section I. Purpose: Define Your Purpose
- 1. What Is Purpose and Why Is It Important?
- 2. A Mission Statement Answers “Why Do We Exist?”
- 3. Create a Compelling Vision
- 4. Core Values Drive Behavior
- 5. The “C” Word
- 6. How The Ritz-Carlton Creates and Sustains a High-Performance Culture
- 7. Defining Core Values
- 8. Game Changers
- 9. Do What You Love and the Money Will Follow
- 10. Measurable Goals Drive Success
- 11. Situation Analysis and SWOT Analysis
- Section II. Research: Market Opportunity
- 12. The Biggest Mistake Entrepreneurs Make
- 13. A Micro to Macro Process
- 14. Micro Perspective: Focus on High-Value Customers
- 15. Love Your Loyal Customers
- 16. 1:1 Marketing: Treat Different Customers Differently
- 17. Marketing’s Secret Weapon
- 18. Create Unique Customer Experiences
- 19. Customer Experience: The Dark Side
- 20. Why Do Customers Buy?
- 21. Real-Time Customer Research
- 22. Macro Perspective: Get the Big Picture
- 23. Market Segmentation for the Twenty-First Century
- 24. Zeroing in on Consumer Target Markets
- 25. Forecasting Demand
- 26. Competition: Keep Your Friends Close and Your Enemies Closer
- 27. Anticipate the Unexpected: Research Macro-Environmental Factors
- 28. Get Smart: Talk to Your Customers
- 29. Social Media and Online Tools Enable Real-Time Research
- Section III. Analyze: Growth and Profit Potential
- 30. Business Expansion: Vulnerable or Poised for Growth?
- 31. Substitute Products and Services
- 32. Disrupt and Innovate
- 33. Finding New Value: Part Deux
- 34. Pricing Strategy and Objectives
- 35. Analyze Price and Profitability by Product and Service
- 36. Distribution and Channel Sales Strategy
- 37. Formula for Success: Real-Time Channel Development
- 38. Analyzing and Selecting Channels
- 39. Strategic Alliances and Partnerships
- Section IV. Strategize: Growth Opportunities
- 40. What Is Strategy?
- 41. A Framework and Process for Strategy Development
- 42. Target Market Strategies
- 43. Positioning Strategy
- 44. What Is Your Brand Worth?
- 45. Design Your Brand Personality and Essence
- 46. Customer Strategies
- 47. Listen and Respond
- 48. Customers Are Your Best Advisors
- 49. Customers Are Cocreaters
- 50. Product and Service Strategy
- 51. Product Differentiation
- 52. Competitive Strategies
- 53. Growth Strategies
- 54. Innovation Strategies
- 55. The Long Tail
- 56. Nurture a Culture of Innovation
- 57. Sales Strategy and Plan
- 58. Marketing Objectives Drive Strategy
- 59. The Art and Science of Developing Strategy
- Section V. Implement: Traditional and New Media
- 60. The State of Marketing Today
- 61. Digital Base Camp: Create a Great Web Site
- 62. Search Engine Marketing (SEM) and Optimization
- 63. Online Advertising
- 64. Email Marketing
- 65. Mobility Marketing
- 66. Social Media: Build Your Brand and Connect with Customers
- 67. What We Know So Far: Surprising Statistics
- 68. Measuring the Effectiveness of Social Media
- 69. Social Media Networks
- 70. The Blogosphere
- 71. Social Media Strategy and Planning Guide
- 72. Word of Mouth: Viral Marketing and Buzz
- 73. Public Relations
- 74. Make Marketing Measurable
- 75. Implementation Calendar and Budget
- Section VI. Execute and Evaluate: Create a Culture of Execution
- 76. The Problem with Marketing
- 77. Asset-Based Marketing Measurement
- 78. Evaluate: What Is Measured Improves
- 79. ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured
- 80. The Balanced Scorecard
- 81. The Art and Science of Execution
- 82. Real-Time Marketing Planning
- 83. Create a Culture of Execution
- Culture Rules! 10 Principles to Drive Business Success... and Have More Fun
- 1. It’s the Economics, Stupid
- 2. Walk the Talk
- 3. Integrity, Accountability, and Trust
- 4. Create a Compelling Vision
- 5. Product Myopia Is the Death Spiral
- 6. Love Is the Killer App
- 7. Feedback Is the Breakfast of Champions
- 8. Relentless Communication
- 9. Link Planning to Operations
- 10. Marketing Is Not a Department: It’s a State of Mind
- Evaluate and Execute
- Summary: Section VI
- 84. Now It’s Up to You
- Endnotes
- Workshops and Training Programs
- Real-Time Marketing for Business Growth Free Resources and Tools
- Appendix. Marketing Plan Template
- Financial Times Press
- Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First
- Copyright Page
- Dedication Page
- Praise for Marketing in the Moment
- Foreword
- Acknowledgments
- About the Author
- Introduction
- Chapter 1. The Mindset Shift: From Web 2.0 to Web 3.0
- Chapter 2. Are You Ready for Web 3.0 Marketing?
- Chapter 3. Content Marketing: Understanding and Capitalizing on the Drastic Shift Taking Place
- Chapter 4. Mobile Marketing: Tapping into Billions of Cellphone Users
- Chapter 5. Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe
- Chapter 6. Video Marketing: Taking Video to the Next Level
- Chapter 7. Web Applications: How to Effectively Use Apps in Your Marketing
- Chapter 8. Open-Source Code: How to Find and Use Others’ Hard Work for Maximum Impact
- Chapter 9. Collaboration: Connecting and Sharing Data at Lightning-Speed Paces
- Chapter 10. Web 3.0 Companies
- Chapter 11. Your Action Plan: Putting It All Together and Taking Action
- Conclusion: The Art of Giving Back
- Some of My Favorite Charities
- How to Start Giving Back
- Index
- Financial Times Press
- Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands
- Copyright Page
- Dedication Page
- Acknowledgments
- About the Authors
- Preface
- Introduction to the Rules and the Rules-Based Practices
- Chapter 1 Background to the Turnaround
- Chapter 2 The Six Rules of Revitalization
- Chapter 3 Rule #1: Refocus the Organization
- Chapter 4 Rule #2: Restore Brand Relevance
- Thorough Knowledge of the Marketplace
- Understanding the Market Segmentation
- Needs-Based Segmentation Profiles
- Prioritizing the Markets
- Synthesis Versus Analysis
- Prioritize, Prioritize
- Leadership Marketing
- McDonald’s Segmentation
- What Is the Brand Promise?
- Brand Pyramid
- Brand Essence
- Paradox Promise
- McDonald’s Paradox Promise
- The Do’s and Don’ts of Restoring Relevance
- Chapter 5 Rule #3: Reinvent the Brand Experience
- Chapter 6 Rule #4: Reinforce a Results Culture
- Chapter 7 Rule #5: Rebuild Brand Trust
- Chapter 8 Rule #6: Realize Global Alignment
- Chapter 9 Realizing Global Alignment: Creating a Plan to Win
- Chapter 10 Do the Six Rules of Revitalization Work?
- Index
About the Authors
Larry Light is CEO of Arcature LLC, a leading global brand consultant. He served as Global Chief Marketing Officer for McDonald’s during 2002-2005, the crucial years of its marketing turnaround. Working with organizations ranging from Nissan, 3M, to IBM, he has developed breakthrough principles, concepts, techniques, and processes for nurturing, managing, and building brands for enduring profitable growth. Light was formerly Executive Vice-President at BBDO, responsible for market research and media; Chairman and CEO of the international division of Bates Worldwide; and a member of Bates’ Board of Directors.
Joan Kiddon is president and COO of Arcature LLC. She consulted on McDonald’s key strategic projects during the brand turnaround. Kiddon began her marketing career at BBDO in New York, moving to BBDO/West in Los Angeles where she was the Director of Market Research. After several years as an independent consultant, she joined Arcature LLC in 1991.
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