Dedication Page
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
To Isabella and Morgan, my two Angels,
for showing me what is really important in life.
I love you with all my heart.
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