Real-Time Marketing for Business Growth
How to Use Social Media, Measure Marketing, and Create a Culture of Execution
Published on 15. April 2010
Book
Paperback/Softback
408 pages
978-0-13-701010-3 (ISBN)
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.
Reviews / Votes
"Reece (CEO, MarketSmarter; faculty member, Univ. of Denver) has produced a solid, comprehensive overview of marketing that covers all the tried and true bases. The book also includes a comprehensive coda on the use of social media and ways to measure marketing as components of a 'culture of execution.' Written in a clear, comprehensible style, the text has a breathless drive that makes the content feel like a revelation to the reader. The mix of case studies with the narrative offers a lively spin to what is, in the main, traditional content. " Summing Up: Highly recommended. General readers; all levels of undergraduate students; practitioners. Reprinted with permission from CHOICE, copyright by the American Library Association.
"A wealth of approaches, methodologies, concepts and applications on how to develop an effective marketing program in today's confusing and often conflicting marketplace. Monique Reece has organized her wealth of marketing knowledge and teaching experience into a quick-reading but comprehensive approach to developing a marketing program for almost any organization. Filled with not just `how-tos' but `whys' and `so whats.' Real Time Marketing for Business Growth leads you through the 21st century marketing jungle in a proven and sound way. Learn how marketing can and should be done in today's global, interconnected yet very local marketplace."
Don Schultz
Professor of Integrated Communication, Northwestern University, named One of the Most Influential People in Sales and Marketing
"At Zappos.com, our #1 priority is our company culture. Monique explains how culture can drive profitability, and how your internal branding can drive your external branding. Monique shares ways to strengthen and deepen the linkages with your employees, customers, and other stakeholders to create a culture that drives sustainable, profitable growth."
Tony Hsieh
CEO, Zappos.com
"Read the text, do the exercises, and get ready to kick butt. Your competition will never know what hit them unless they read this book too."
Guy Kawasaki
Cofounder, Alltop.com and author of The Art of the Start
"An excellent extrapolation of the Kaplan/Norton strategy management framework. Linking strategy to execution through plans and measures is the secret sauce."
David Norton
Professor, Harvard Business School, coauthor of The Balanced Scorecard and Strategy Maps
"In Real-Time Marketing for Business Growth, Monique Reece gives business leaders state-of-the-moment marketing insights, presented engagingly, clearly and cogently. Anyone who takes marketing seriously will devour this book, discovering business enlightenment and reading enjoyment on every page."
Jay Conrad Levinson
Author, Guerilla Marketing series
"The title of this book might be a mouthful, but there's certainly lots to chew on for any CMO and staff. In today's hyper-sensitive, viral and virtual markets, annual planning is a pointless exercise. Take Monique's advice, embrace a marketing on-demand model that enables rapid response to ever-changing customer, competitor and business conditions."
Donovan Neale-May
Executive Director of the Chief Marketing Officer (CMO) Council
"There is a rule in football that says, `Never, ever out kick your coverage.' If you do, your team could find themselves at a competitive disadvantage. The same holds true for marketing and sales. Marketing can easily out kick the sales coverage. In Real-Time Marketing for Business Growth, find out how to maximize that thin line between the two and stay ahead of the competition forever."
Jack Stack
President and CEO, Springfield Re-manufacturing, author, Great Game of Business
More details
Language
English
Place of publication
Upper Saddle River
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 252 mm
Width: 204 mm
Thickness: 21 mm
Weight
800 gr
ISBN-13
978-0-13-701010-3 (9780137010103)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Monique Reece is the founder and CEO of MarketSmarter, a marketing consulting and training firm that helps companies improve strategy and implement real-time business planning processes to develop a culture of execution. MarketSmarter helps businesses create dynamic cultures that inspire innovation, employee commitment and customer loyalty. Monique has more than 20 years of marketing and executive management experience working with both Fortune 500 companies and fast-growing entrepreneurial businesses. She formerly served as Executive Vice President at Jones Knowledge and as Director of Global Market Development and Corporate Planning at Avaya. She has created business strategy, marketing plans, and training programs for several of the world's leading brands.
Monique is an Executive Education faculty member at the Daniels College of Business, University of Denver. She is also an Adjunct Professor at the Institute for Leadership and Organizational Performance at the University of Denver where she teaches marketing and customer experience in the Executive MBA program.
Monique is the creator of the MarketSmarter Growth Plan Workshop, a program that teaches CEOs, marketers, and sales professionals, and entrepreneurs how to develop growth strategies and marketing plans. She developed the MarketSmarter ROI Optimizer, a tool that helps businesses predict, measure, and continuously improve the results of sales, marketing and service programs.
As a columnist and writer, she has published hundreds of articles and is coauthor of Market Smarter Not Harder. She is also a frequent speaker for industry conferences such as the American Marketing Association and Inc. Magazine. She currently serves on the Chief Marketing Officer Council (CMO) Academic Liaison Board, the board of directors for The International Entrepreneurs (TiE Rockies), and several private companies.
Helping businesses learn and grow is Monique's biggest passion. She lives in Denver, Colorado and Santa Fe, New Mexico.
Monique is an Executive Education faculty member at the Daniels College of Business, University of Denver. She is also an Adjunct Professor at the Institute for Leadership and Organizational Performance at the University of Denver where she teaches marketing and customer experience in the Executive MBA program.
Monique is the creator of the MarketSmarter Growth Plan Workshop, a program that teaches CEOs, marketers, and sales professionals, and entrepreneurs how to develop growth strategies and marketing plans. She developed the MarketSmarter ROI Optimizer, a tool that helps businesses predict, measure, and continuously improve the results of sales, marketing and service programs.
As a columnist and writer, she has published hundreds of articles and is coauthor of Market Smarter Not Harder. She is also a frequent speaker for industry conferences such as the American Marketing Association and Inc. Magazine. She currently serves on the Chief Marketing Officer Council (CMO) Academic Liaison Board, the board of directors for The International Entrepreneurs (TiE Rockies), and several private companies.
Helping businesses learn and grow is Monique's biggest passion. She lives in Denver, Colorado and Santa Fe, New Mexico.
Content
Foreword xxi
Introduction xxvii
Section I Purpose: Define Your Purpose 1
Chapter 1 What Is Purpose and Why Is It Important? 2
Chapter 2 A Mission Statement Answers "Why Do We Exist?" 6
Chapter 3 Create a Compelling Vision 8
Chapter 4 Core Values Drive Behavior 11
Chapter 5 The "C" Word 12
Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture 17
Chapter 7 Defining Core Values 21
Chapter 8 Game Changers 24
Chapter 9 Do What You Love and the Money Will Follow 30
Chapter 10 Measurable Goals Drive Success 32
Chapter 11 Situation Analysis and SWOT Analysis 35
Section II Research: Market Opportunity 39
Chapter 12 The Biggest Mistake Entrepreneurs Make 40
Chapter 13 A Micro to Macro Process 42
Chapter 14 Micro Perspective: Focus on High-Value Customers 44
Chapter 15 Love Your Loyal Customers 50
Chapter 16 1:1 Marketing: Treat Different Customers Differently 55
Chapter 17 Marketing's Secret Weapon 57
Chapter 18 Create Unique Customer Experiences 61
Chapter 19 Customer Experience: The Dark Side 63
Chapter 20 Why Do Customers Buy? 66
Chapter 21 Real-Time Customer Research 69
Chapter 22 Macro Perspective: Get the Big Picture 71
Chapter 23 Market Segmentation for the Twenty-First Century 75
Chapter 24 Zeroing in on Consumer Target Markets 79
Chapter 25 Forecasting Demand 83
Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer 86
Chapter 27 Anticipate the Unexpected: Research Macro-Environmental Factors 90
Chapter 28 Get Smart: Talk to Your Customers 94
Chapter 29 Social Media and Online Tools Enable Real-Time Research 99
Section III Analyze: Growth and Profit Potential 105
Chapter 30 Business Expansion: Vulnerable or Poised for Growth? 106
Chapter 31 Substitute Products and Services 108
Chapter 32 Disrupt and Innovate 110
Chapter 33 Finding New Value: Part Deux 114
Chapter 34 Pricing Strategy and Objectives 121
Chapter 35 Analyze Price and Profitability by Product and Service 126
Chapter 36 Distribution and Channel Sales Strategy 129
Chapter 37 Formula for Success: Real-Time Channel Development 133
Chapter 38 Analyzing and Selecting Channels 136
Chapter 39 Strategic Alliances and Partnerships 139
Section IV Strategize: Growth Opportunities 143
Chapter 40 What Is Strategy? 145
Chapter 41 A Framework and Process for Strategy Development 147
Chapter 42 Target Market Strategies 149
Chapter 43 Positioning Strategy 154
Chapter 44 What Is Your Brand Worth? 159
Chapter 45 Design Your Brand Personality and Essence 162
Chapter 46 Customer Strategies 166
Chapter 47 Listen and Respond 169
Chapter 48 Customers Are Your Best Advisors 172
Chapter 49 Customers Are Cocreators 174
Chapter 50 Product and Service Strategy 177
Chapter 51 Product Differentiation 181
Chapter 52 Competitive Strategies 185
Chapter 53 Growth Strategies 189
Chapter 54 Innovation Strategies 194
Chapter 55 The Long Tail 197
Chapter 56 Nurture a Culture of Innovation 199
Chapter 57 Sales Strategy and Plan 203
Chapter 58 Marketing Objectives Drive Strategy 206
Chapter 59 The Art and Science of Developing Strategy 208
Section V Implement: Traditional and New Media 211
Chapter 60 The State of Marketing Today 213
Part I Social Media, Digital Media, and Personal Communication Tactics 219
Chapter 61 Digital Base Camp: Create a Great Web Site 220
Chapter 62 Search Engine Marketing (SEM) and Optimization 225
Chapter 63 Online Advertising 227
Chapter 64 Email Marketing 230
Chapter 65 Mobility Marketing 232
Chapter 66 Social Media: Build Your Brand and Connect with Customers 235
Chapter 67 What We Know So Far: Surprising Statistics 239
Chapter 68 Measuring the Effectiveness of Social Media 241
Chapter 69 Social Media Networks 245
Chapter 70 The Blogosphere 251
Chapter 71 Social Media Strategy and Planning Guide 254
Chapter 72 Word of Mouth: Viral Marketing and Buzz 261
Chapter 73 Public Relations 265
Part II Create a Tactical Plan with Execution Built-In 271
Chapter 74 Make Marketing Measurable 273
Chapter 75 Implementation Calendar and Budget 275
Section VI Execute and Evaluate: Create a Culture of Execution 279
Chapter 76 The Problem with Marketing 281
Chapter 77 Asset-Based Marketing Measurement 291
Chapter 78 Evaluate: What Is Measured Improves 295
Chapter 79 ROI Optimizer?: Increase the Effectiveness of How Marketing Is Measured 299
Chapter 80 The Balanced Scorecard 308
Chapter 81 The Art and Science of Execution 313
Chapter 82 Real-Time Marketing Planning 317
Chapter 83 Create a Culture of Execution 319
Chapter 84 Now It's Up to You 329
Endnotes 331
Workshops and Training Programs 337
Real-Time Marketing for Business Growth Free Resources and Tools 339
Appendix 341
Index 347
Introduction xxvii
Section I Purpose: Define Your Purpose 1
Chapter 1 What Is Purpose and Why Is It Important? 2
Chapter 2 A Mission Statement Answers "Why Do We Exist?" 6
Chapter 3 Create a Compelling Vision 8
Chapter 4 Core Values Drive Behavior 11
Chapter 5 The "C" Word 12
Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture 17
Chapter 7 Defining Core Values 21
Chapter 8 Game Changers 24
Chapter 9 Do What You Love and the Money Will Follow 30
Chapter 10 Measurable Goals Drive Success 32
Chapter 11 Situation Analysis and SWOT Analysis 35
Section II Research: Market Opportunity 39
Chapter 12 The Biggest Mistake Entrepreneurs Make 40
Chapter 13 A Micro to Macro Process 42
Chapter 14 Micro Perspective: Focus on High-Value Customers 44
Chapter 15 Love Your Loyal Customers 50
Chapter 16 1:1 Marketing: Treat Different Customers Differently 55
Chapter 17 Marketing's Secret Weapon 57
Chapter 18 Create Unique Customer Experiences 61
Chapter 19 Customer Experience: The Dark Side 63
Chapter 20 Why Do Customers Buy? 66
Chapter 21 Real-Time Customer Research 69
Chapter 22 Macro Perspective: Get the Big Picture 71
Chapter 23 Market Segmentation for the Twenty-First Century 75
Chapter 24 Zeroing in on Consumer Target Markets 79
Chapter 25 Forecasting Demand 83
Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer 86
Chapter 27 Anticipate the Unexpected: Research Macro-Environmental Factors 90
Chapter 28 Get Smart: Talk to Your Customers 94
Chapter 29 Social Media and Online Tools Enable Real-Time Research 99
Section III Analyze: Growth and Profit Potential 105
Chapter 30 Business Expansion: Vulnerable or Poised for Growth? 106
Chapter 31 Substitute Products and Services 108
Chapter 32 Disrupt and Innovate 110
Chapter 33 Finding New Value: Part Deux 114
Chapter 34 Pricing Strategy and Objectives 121
Chapter 35 Analyze Price and Profitability by Product and Service 126
Chapter 36 Distribution and Channel Sales Strategy 129
Chapter 37 Formula for Success: Real-Time Channel Development 133
Chapter 38 Analyzing and Selecting Channels 136
Chapter 39 Strategic Alliances and Partnerships 139
Section IV Strategize: Growth Opportunities 143
Chapter 40 What Is Strategy? 145
Chapter 41 A Framework and Process for Strategy Development 147
Chapter 42 Target Market Strategies 149
Chapter 43 Positioning Strategy 154
Chapter 44 What Is Your Brand Worth? 159
Chapter 45 Design Your Brand Personality and Essence 162
Chapter 46 Customer Strategies 166
Chapter 47 Listen and Respond 169
Chapter 48 Customers Are Your Best Advisors 172
Chapter 49 Customers Are Cocreators 174
Chapter 50 Product and Service Strategy 177
Chapter 51 Product Differentiation 181
Chapter 52 Competitive Strategies 185
Chapter 53 Growth Strategies 189
Chapter 54 Innovation Strategies 194
Chapter 55 The Long Tail 197
Chapter 56 Nurture a Culture of Innovation 199
Chapter 57 Sales Strategy and Plan 203
Chapter 58 Marketing Objectives Drive Strategy 206
Chapter 59 The Art and Science of Developing Strategy 208
Section V Implement: Traditional and New Media 211
Chapter 60 The State of Marketing Today 213
Part I Social Media, Digital Media, and Personal Communication Tactics 219
Chapter 61 Digital Base Camp: Create a Great Web Site 220
Chapter 62 Search Engine Marketing (SEM) and Optimization 225
Chapter 63 Online Advertising 227
Chapter 64 Email Marketing 230
Chapter 65 Mobility Marketing 232
Chapter 66 Social Media: Build Your Brand and Connect with Customers 235
Chapter 67 What We Know So Far: Surprising Statistics 239
Chapter 68 Measuring the Effectiveness of Social Media 241
Chapter 69 Social Media Networks 245
Chapter 70 The Blogosphere 251
Chapter 71 Social Media Strategy and Planning Guide 254
Chapter 72 Word of Mouth: Viral Marketing and Buzz 261
Chapter 73 Public Relations 265
Part II Create a Tactical Plan with Execution Built-In 271
Chapter 74 Make Marketing Measurable 273
Chapter 75 Implementation Calendar and Budget 275
Section VI Execute and Evaluate: Create a Culture of Execution 279
Chapter 76 The Problem with Marketing 281
Chapter 77 Asset-Based Marketing Measurement 291
Chapter 78 Evaluate: What Is Measured Improves 295
Chapter 79 ROI Optimizer?: Increase the Effectiveness of How Marketing Is Measured 299
Chapter 80 The Balanced Scorecard 308
Chapter 81 The Art and Science of Execution 313
Chapter 82 Real-Time Marketing Planning 317
Chapter 83 Create a Culture of Execution 319
Chapter 84 Now It's Up to You 329
Endnotes 331
Workshops and Training Programs 337
Real-Time Marketing for Business Growth Free Resources and Tools 339
Appendix 341
Index 347