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by Jeff Saperstein, Hunter Hastings
Improve Your Marketing to Grow Your Business: Insights and Innovation that Drive Business and Brand Growth
Endorsements for Improve Your Marketing to Grow Your Business
Title Page
Copyright Page
Contents
Acknowledgments
About the Author
Foreword
Preface
Introduction
Part I. Foundation Principles and Building Blocks of the New Marketing Capability
Chapter 1. Open Your Mind to the New Marketing
Chapter 2. Four Principles Supporting the New Marketing Capability
Chapter 3. Building Blocks of the New Marketing Capability
Chapter 4. Translating Insights into Innovation for Brand Financial Growth
Chapter 5. Measuring Consumer Engagement
Part II. Dispatches from the Leading Edge of the New Marketing
Chapter 6. Integration of Technology and Marketing
Chapter 7. Open Innovation and New Product Development Through Communities of Practice
Chapter 8. Brand Building Through Global Brand Growth
Chapter 9. Growth Through Brand Portfolio and Risk Management
Chapter 10. Insights-Led Brand Building in Technology
Chapter 11. Marketing Knowledge Centers
Chapter 12. The New CMO
Part III. How to Get It Done
Chapter 13. Managing Information
Chapter 14. Metrics and Building the Culture of Accountability
Chapter 15. Communities of Practice for Consumer Connection and Open Innovation
Chapter 16. Empowering Change from the Top Down
Index
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Endorsements for Improve Your Marketing to Grow Your Business
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