book

Kick-Ass Business & Marketing Secrets: How to Blitz Your Competition

Name: Kick-Ass Business & Marketing Secrets: How to Blitz Your Competition
Author: Bob Pritchard
ISBN: 9781118035085

by Bob Pritchard

August 2011

Beginner

288 pages

7h 30m

English

Wiley

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Cover
Title Page
Copyright
Preface
So If These Are the Reasons, What Are the Causes of This Malaise?Selecting the Correct Media Mix Is Complex
Chapter 1: The Need for a New Approach
Has the Internet Lived Up to Its Potential?Why Do So Many Companies Fail So Badly at Marketing?The Focus on Price, Product, Brand Awareness, and Satisfied Customers Is BullshitWhose Fault Is This?The Five Drivers of All BusinessMarketing Is Logical, Not Rocket ScienceThe New Fundamentals of MarketingE-Commerce Marketing Budgets EscalateRetail Faces a New Set of ChallengesMost Businesses Are Inept at Cutting through the ClutterThe Internet Is Just the Tip of the New Technology IcebergAxe Leverages Viral Marketing at Its BestIt Is Extremely Difficult to SucceedThe Fifteen Commandments
Chapter 2: Keep Learning, Predict, and Embrace Change
Business Has Become Focused and GlobalKnowledge and Ideas RuleAnticipate the FutureMost Societal Changes Are PredictablePredict and Segment by Lifestyle and Attitude, Not by DemographicsHow the IT Generation Revolutionized Established BusinessesRetailing Becomes EdutainmentIn the Future, Made to Order Will Be the NormContinue to Update Your KnowledgeThe Best Communicators Will Enjoy the Most SuccessNo Time? Successful People Make TimeStudy Your Competition
Chapter 3: Moment of Truth
The Business and Marketing AuditSupply and Demand versus Demand and SupplyThe Marketing Audit: Vision, Market Analysis, SWOTBusiness and Marketing Audits Are Critical for Start-UpsFive Basic Tips for Potential InvestorsBe Thorough; Do Your Basic Due DiligenceConclusion
Chapter 4: Formulate a Clear Business Vision
The Parallels between Business and LifeA Strong Corporate Culture Results in a Strong Brand
Chapter 5: Research Is the Foundation of Success
The Common-Sense ApproachThere Is a Good Reason We Have Two Ears and One MouthThe Customer Frequently Identifies Critical Points the Company MissesListen to the Marketers, Not to the AccountantsA Small Investment in Research Can Return MillionsListen to Your CustomersIt Is Extraordinary How Often Little Things Mean a LotIt Is Vital to Research Not Only Potential Customers, but Competitors as WellAlways Analyze Data Thoroughly; the Obvious Often Is NotResearch Is the Key to Retaining Customers, Motivating a Switch, or Securing First-Time UseResearch Shows You How to Differentiate Your Products
Chapter 6: Know What Business You Are In
The World's Biggest Sports Revolution Worked for One ReasonSometimes You Need to Dig a Little DeeperWhat Business Are You In?

Chapter 7: Your Name and Image Are Critical Success Tools
What's in a Name?You Must Get into Customers’ Subconscious Minds and Trigger First RecallA Change of Name Can Reposition Your ProductIt Is Not Just the Name but the Overall ImageJust the Image Alone Can Create the Picture for the Consumer
Chapter 8: Customer Purchasing Benefit
Differentiating Your Product Is the Key to Brand Equity and SalesThe Emphasis Has Moved from the Seller to the BuyerThe Power of a CPBA Great CPB Works for Any Category of BusinessThe CPB Can Be the Difference between Full and Empty StadiumsCreating a CPB Takes Substantial ResearchHow to Determine Your CPBA CPB Is Both Persuasive and PervasiveThe Most Effective CPBs Are Emotional and Appeal to the SensesYour CPB Offer Must Be Important, Deliverable, and Unique
Chapter 9: Success Is About the Customer, Not the Product?
If Customers Are Not Buying the Product, Then What Are They Buying?E-Commerce Is No DifferentCustomer Share Is More Important than Market ShareHow Do You Determine What Your Customer Wants?Building Loyalty
Chapter 10: Sell Emotional Benefits, Not Features
To Cut Through the Clutter, You Must Get into the Preconscious MindBehind Every Pragmatic Benefit Is an Emotional TriggerLook at What the Successful Advertisers Are DoingHow Do You Determine the Difference between a Feature and a Benefit?Use Emotional Benefits in All Applications
Chapter 11: Positively Outrageous Service Is Great Business
Why Good Service Is Good BusinessHow Good Is Your Customer Service?An Excellent Customer Relationship Management Program Is the AnswerThe Standard CRM LineIs There a Gulf between Finance and Marketing Departments?CRM Is Not TechnologyThere Are Rifts within OrganizationsImplementing CRM Is Not EasyWhy CRM Must Be Customer CentricOnline Business Generally Fails the Awesome-Customer-Service TestWhat Do Customers Want?Why Is It So Vital to Keep Existing Customers?Excellent Service Is Critical for Online BusinessesWeb Sites and Customer ServiceHow Much Is Your Customer Really Worth?How to Develop Great Customer ServiceA Great Service Culture Must Permeate Your Entire OrganizationThe Quality of Service Is a Reflection of the Workplace EnvironmentA Customer-Centric Company Culture Begins with LeadershipRegularly Audit Your Customer Service PerformanceKeep Research Totally IndependentImplement an Ongoing Customer-Management SystemCustomer Satisfaction Measures Are ComplexComplaints Are an Asset, Not a LiabilityThe Best Way to Handle a Customer ComplaintAll Is Not Lost When Someone Complains about Your Product or ServiceGood Service Is Not Difficult to ProvideLittle Things Mean a LotContinue to Innovate
Chapter 12: Add Value to Every Transaction
How Can You Provide Customer Value?Adding Value Differentiates Your BusinessPutting People First Starts at the TopYou Can Add Value in Any BusinessShow You Really Care about Your ClientsAdd an Additional ProductProvide Education and InformationCustomize Your Product or ServiceAdd Value to the Customer's ExperienceProvide Exceptional ServiceAdded Value Also Adds to the Bottom LineAdded Value Takes Many Forms
Chapter 13: Building the Brand and First Recall
A Brand with Equity Is the Only Way to Create a Demand Chain DynamicFor Long-Term Success Build an Intrinsic BrandHow to Build Brand EquityIt Takes a Village to Build a BrandBe SpecificThe World's Greatest BrandsWord of Mouth Is a Strong Brand BuilderBuilding Brand Equity through Consumers, Not AdvertisingCan Brand Equity Be Transferred Across Product Categories?What Is the Value of Brand Equity?
Chapter 14: Where and How Do You Offer Your Product?
Above the Line (ATL), Below the Line (BTL), and Through the Line (TTL)Effective CommunicationNeurolinguistic ProgrammingEffect of Media Proliferation, Clutter, and Market FragmentationIt All Begins with Customer RelationsTarget the Right Message to the Right AudienceHow Effective Is Television Advertising?Radio Provides Immediacy, Flexibility, and FrequencyIs the Print Media Star Fading?Public Relations Builds Brand EquityHow Do We Communicate Online, the Medium of the Future?Maximizing the Extraordinary Personal Reach of Social MediaThe Majority of Advertising to Direct People to Web Sites Is OfflineRelationship MarketingDirect MailPermission MarketingViral MarketingExamples of Viral MarketingAlways Remember Who Your Actual Customer IsUtilize the Inexpensive Benefits of Technology
Chapter 15: Internet Commerce and Social Media
E-Commerce Is a Sales Channel, Another Route into the Market PlaceBusiness-to-Business: A True RevolutionExamples of Integrated B2B SolutionsBusiness-to–Consumer…An Effective Niche Market?E-Retailing versus Traditional RetailingCorporate Integration of CRM Is the KeyHow Is E-Retail Performing?Examples of Integrated B2C SolutionsThe Future of B2CConsumer-to-Consumer (C2C)The Keys to a Great WebsiteSocial Media–A Marketing PhenomenonLet's Look at These One at a Time
Chapter 16: Close the Sale by Reversing the Risk
Four Kinds of Risk: Emotional, Physical, Financial, and SocialRisk Reversal Works because People Are HonestQuality of InformationChoose Your Risk-Reversal Technique Carefully
Chapter 17: Cut through the Clutter
Creative Thinking Starts with ResearchDifferentiation Produces ResultsPublicity Is More Powerful than AdvertisingGrab the InitiativeThinking Outside the Square Creates a Win-Win from Potential Disaster
Chapter 18: Persistence and Morality Pay
Success Almost Always Takes TimeMorality PaysFantastic Stories of InspirationFrom Zero to Hero
Conclusion
About the Author
Bob Begins His Speaking Career
Index

Content preview from Kick-Ass Business & Marketing Secrets: How to Blitz Your Competition

Index

Above-the-line promotions

Added value

Advertising

online

print media

and publicity

radio

successful

television

traditional

websites

Advocates

Age

Amazon.com

America's Cup

Angel investors

Attitudes

Audience targeting

Auditory communication characteristics

Awareness, cultural

Awareness brands

AXE

Bank of America

Barnes & Noble

Beers Skanska

Below-the-line promotions

Benefits

Blogging

Book industry

Brand:

defined

world's greatest

Brand awareness. See also Brand equity

building

first-recall

and sales

Brand culture

Brand equity

as basis of successful marketing

building

and customer purchasing benefit (CPB)

and customer service

and differentiation

and e-business

and heart share

and loyalty

and public relations

transferring across product categories

used to create demand chain dynamic

value of

Brand marketing

Branson, Richard

Built to Last (Collins)

Business:

drivers of

failures

growing

knowing what it is

and marketing audit

start-ups

vision

Business plans

Business-to-business (B2B) market

Business-to-consumer (B2C) market

Call centers

Capacity enhancement

Capone, Al

Cathy, Don

Change

anticipating

Chat technology

Chick-Fil-A

Clients

Clinique

Clutter

Coca-Cola Company

Coles Myer

Collins, James

Commercial skipping technology

Commitment

Commoditization

Communication

of business name and logo

and business success

effective

importance of

interactive

online

using emotional benefits

Community involvement

Competition

differentiating from

gaining advantage using brands

gaining competitive ...

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Publisher Resources

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Kick-Ass Business & Marketing Secrets: How to Blitz Your Competition

by Bob Pritchard

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.