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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

 
 
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