Improve Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growth

by Hastings, Hunter; Saperstein, Jeff

• ISBN13: 9780132331593
• ISBN10: 0132331594
• Format: Hardcover
• Copyright: 2008-01-01
• Publisher: Wharton School Publishing

Summary

"Marketing is part art and part science. The ls"art erars" was ok in the 20 th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer.Improve Your Marketing to Grow Your Businessshows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book." ARTURO MASSA Leading Global Marketing Executive, Fortune 500 Company How Marketing CanSystematicallyDrive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more New insights from todayrs"s top marketing innovatorsincluding Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette How to create a marketing culture of accountability, and empower change throughout your organization Indispensable reading for every marketing leader, manager, and business strategist For the first time, marketing cansystematicallydrive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages thefullbenefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results. Discover how to integrate marketing and customer knowledge into everything your company doeshellip;leverage technology to identify breakthrough opportunities and marketable innovationshellip;learnfaster,actfaster, and drive maximum value from every marketing investment you make.

Table of Contents

Acknowledgments

About the Author

Foreword

Preface

Introduction

Foundation Principles and Building Blocks of the New Marketing Capability

Open Your Mind to the New Marketing

Four Principles Supporting the New Marketing Capability

Building Blocks of the New Marketing Capability

Translating Insights into Innovation for Brand Financial Growth

Measuring Consumer Engagement

Dispatches from the Leading Edge of the New Marketing

Integration of Technology and Marketing

Open Innovation and New product Development Through Communities of Practice

Brand Building Through Global Brand Growth

Growth Through Brand Portfolio and Risk Management

Insights-Led Brand Building in Technology

Marketing Knowledge Centers

The New CMO

How to Get It Done

Managing Information

Metrics and Building the Culture of Accountability

Communities of Practice for Consumer Connection and Open Innovation

Empowering Change from the Top Down

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