Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

by Monique Reece
Released March 2010
Publisher(s): Pearson
ISBN: 9780137081363

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Book description

In this book, one of the world’s leading business consultants offers you a complete blueprint for igniting profitable, sustainable growth in your company. Monique Reece introduces the proven, start-to-finish “PRAISE” process that builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution as part of day-to-day operations… how to clarify your company’s purpose, value to customers, and most attractive opportunities… how to fix problems in sales and marketing that have persisted for decades, and finally measure the real value of marketing… how to combine the best traditional marketing techniques with the latest best practices for using social media… how to systematically and continually improve customer experience and lifetime value. Reece’s techniques have been proven with hundreds of companies over the past two decades – companies ranging from startups to intrapreneurial divisions of the world’s largest Fortune 500 firms. They work – and with her guidance, they will work for you, too.

Table of contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. Praise for Real Time Marketing for Business Growth
  5. Foreword
  6. Acknowledgments
  7. About the Author
  8. Introduction
  9. Section I. Purpose: Define Your Purpose
    1. 1. What Is Purpose and Why Is It Important?
    2. 2. A Mission Statement Answers “Why Do We Exist?”
    3. 3. Create a Compelling Vision
    4. 4. Core Values Drive Behavior
    5. 5. The “C” Word
    6. 6. How The Ritz-Carlton Creates and Sustains a High-Performance Culture
    7. 7. Defining Core Values
    8. 8. Game Changers
    9. 9. Do What You Love and the Money Will Follow
    10. 10. Measurable Goals Drive Success
    11. 11. Situation Analysis and SWOT Analysis
  10. Section II. Research: Market Opportunity
    1. 12. The Biggest Mistake Entrepreneurs Make
    2. 13. A Micro to Macro Process
    3. 14. Micro Perspective: Focus on High-Value Customers
    4. 15. Love Your Loyal Customers
    5. 16. 1:1 Marketing: Treat Different Customers Differently
    6. 17. Marketing’s Secret Weapon
    7. 18. Create Unique Customer Experiences
    8. 19. Customer Experience: The Dark Side
    9. 20. Why Do Customers Buy?
    10. 21. Real-Time Customer Research
    11. 22. Macro Perspective: Get the Big Picture
    12. 23. Market Segmentation for the Twenty-First Century
    13. 24. Zeroing in on Consumer Target Markets
    14. 25. Forecasting Demand
    15. 26. Competition: Keep Your Friends Close and Your Enemies Closer
    16. 27. Anticipate the Unexpected: Research Macro-Environmental Factors
    17. 28. Get Smart: Talk to Your Customers
    18. 29. Social Media and Online Tools Enable Real-Time Research
  11. Section III. Analyze: Growth and Profit Potential
    1. 30. Business Expansion: Vulnerable or Poised for Growth?
    2. 31. Substitute Products and Services
    3. 32. Disrupt and Innovate
    4. 33. Finding New Value: Part Deux
    5. 34. Pricing Strategy and Objectives
    6. 35. Analyze Price and Profitability by Product and Service
    7. 36. Distribution and Channel Sales Strategy
    8. 37. Formula for Success: Real-Time Channel Development
    9. 38. Analyzing and Selecting Channels
    10. 39. Strategic Alliances and Partnerships
  12. Section IV. Strategize: Growth Opportunities
    1. 40. What Is Strategy?
    2. 41. A Framework and Process for Strategy Development
    3. 42. Target Market Strategies
    4. 43. Positioning Strategy
    5. 44. What Is Your Brand Worth?
    6. 45. Design Your Brand Personality and Essence
    7. 46. Customer Strategies
    8. 47. Listen and Respond
    9. 48. Customers Are Your Best Advisors
    10. 49. Customers Are Cocreaters
    11. 50. Product and Service Strategy
    12. 51. Product Differentiation
    13. 52. Competitive Strategies
    14. 53. Growth Strategies
    15. 54. Innovation Strategies
    16. 55. The Long Tail
    17. 56. Nurture a Culture of Innovation
    18. 57. Sales Strategy and Plan
    19. 58. Marketing Objectives Drive Strategy
    20. 59. The Art and Science of Developing Strategy
  13. Section V. Implement: Traditional and New Media
    1. 60. The State of Marketing Today
    2. Part I. Social Media, Digital Media, and Personal Communication Tactics
    3. 61. Digital Base Camp: Create a Great Web Site
    4. 62. Search Engine Marketing (SEM) and Optimization
    5. 63. Online Advertising
    6. 64. Email Marketing
    7. 65. Mobility Marketing
    8. 66. Social Media: Build Your Brand and Connect with Customers
    9. 67. What We Know So Far: Surprising Statistics
    10. 68. Measuring the Effectiveness of Social Media
    11. 69. Social Media Networks
    12. 70. The Blogosphere
    13. 71. Social Media Strategy and Planning Guide
    14. 72. Word of Mouth: Viral Marketing and Buzz
    15. 73. Public Relations
    16. Part II. Create a Tactical Plan with Execution Built-In
    17. 74. Make Marketing Measurable
    18. 75. Implementation Calendar and Budget
  14. Section VI. Execute and Evaluate: Create a Culture of Execution
    1. 76. The Problem with Marketing
    2. 77. Asset-Based Marketing Measurement
    3. 78. Evaluate: What Is Measured Improves
    4. 79. ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured
    5. 80. The Balanced Scorecard
    6. 81. The Art and Science of Execution
    7. 82. Real-Time Marketing Planning
    8. 83. Create a Culture of Execution
    9. 84. Now It’s Up to You
  15. Endnotes
  16. Workshops and Training Programs
  17. Real-Time Marketing for Business Growth Free Resources and Tools
  18. Appendix. Marketing Plan Template
  19. Index
  20. Financial Times Press

Product information

  • Title: Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution
  • Author(s): Monique Reece
  • Release date: March 2010
  • Publisher(s): Pearson
  • ISBN: 9780137081363