营销活动：营销力改善实用策略/MARKETING CHAMPIONS
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作者： Roy A. Young 著
出 版 社： 吉林长白山
出版时间： 2007-9-1字数：版次： 1页数： 270印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780471744955包装： 精装内容简介
Marketing is the engine of every enterprise, responsible for communicating with consumers and connecting them with the products they need. Yet in many organizations, marketing is underutilized, underfunded, and unable to make its full contribution to the com-pany. This is due to a fundamental lack of communication—not between marketers and customers, but between marketing and corporate leadership.
Too often, top executives fail to comprehend the true value of marketing and the contribution marketing makes to the bottom line. And without proper metrics for measuring effectiveness, marketers have trouble demonstrating how valuable they truly are. As a result, when a company struggles and the corporate belt tightens, it's the marketing department that bears the brunt. But this just makes marketing less effective and companies less profitable.
In every business, the marketing department should be an influential, powerful, and critical part of the operation. Marketing Champions will show you how to break out of this cycle and make marketing the center of your organization.
Marketing Champions will show you how to debunk common myths about marketing, translate the language of marketing into the language of business, and make marketing matter to corporate leadership. Most important, you'll learn how to define the metrics of marketing success and establish repeatable, transparent processes that show the reasoning behind—and the potential payoff of—every marketing decision you make. With these tools at hand, you can prove your importance to top leadership and wield more influence than ever before.
If you're a marketer dedicated to helping your company succeed—and boosting your career in the process—you must learn to connect what you do with your company's bottom line. And you must learn how to communicate that value to corporate leadership. If you do, you'll be a Marketing Champion.
作者简介
ROY A. YOUNG is Vice President of Development for MarketingProfs and a coach to marketing executives. He formerly held high-level marketing and consulting positions with Time Inc., Yankelovich Partners, Inc., and the Los Angeles County Metropolitan Transportation Authority.
目录
Preface: Are You A Marketing Champion?
Why This Book?
The Marketing Champion’s Imperative
The Marketing Compass
About Our Research
PART ONE: Understand the Landscape
1 Defy Marketing Myths
Myths about Marketing
Myths and Consequences: Marketing’s Confused Role
Four Distorted Views
Transforming the Marketing Landscape in Your Organization: What You’ll Learn in This Book
2 Clean Up Your Language
Clarifying the Language of Marketing
Say What You Mean, and Mean What You Say
Standardize Your Professional Processes
Translate Marketing into the Language of Business
Tips for Talking Business
PART TWO: Manage North
3 Make Marketing Matter to Your CEO
Sleepless in the C Suite
Marketing to the Rescue
A Word about the Board and Wall Street
Your CEO SWOT Analysis
4 Forge a Friendship with Your CFO
Understand Your CFO’s Needs
Give Your CFO Something of Value
Marketing: The Wellspring of Profit
Marketing: A Growth Driver
Let’s Talk: Communicating Regularly with Your CFO
CFOs under Pressure: A Note about Sarbanes-Oxley
Your CFO SWOT Analysis
5 Define Metrics for What Matters
Your Marketing Metrics Audit Process
Tips for Selecting and Using Marketing Metrics
PART THREE: Manage East
6 Bust Silos and Build Bridges
A Closer Look at Silos
Silos and You
Busting Silos: Five Tactics
7 Scratch Sales's Back
Help Sales Boost Velocity
Define Qualified Leads
Manage the Lead Pipeline
Quantify the Lead Pipeline’s Financial Value
Overcome Price Resistance
Accelerate Sales Funnel Flow
Your Sales Partnership SWOT Analysis
8 Dream with the R&D Team
Marketing and R&D: A Crucial Partnership
Conduct an Innovation Review
Reduce R&D’s Risk
Craft Compelling Product Stories
Your R&D Partnership SWOT Analysis
PART FOUR: Manage South
9 Build a Brand for Marketing
Perception Becomes Reality
Two Little Words
Reshaping Perceptions of Marketing
Your Brand-Building SWOT Analysis
10 Deliver on Marketing's Brand Promise
Leverage the Power of Persuasion
Establish Transparent, Repeatable Processes
Forge Productive Working Relationships with Agencies
Make Smart Marketing Decisions
Your Brand-Delivery SWOT Analysis
PART FIVE: Manage West
11 Leverage Fresh Opportunities on the Business Frontier
Evaluating New Opportunities
Reclaiming Marketing’s Lost Heritage
Act on Your Assessments of Opportunities
Your New Opportunities SWOT Analysis
12 Lead the Way in the Cash-Flow Frontier
Market Yourself
Get a Reputation
Conquer the Time Crunch
Find a Mentor
Your Leadership Future SWOT Analysis
Index
