Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Marketing in the Round PDF full book. Access full book title Marketing in the Round by Gini Dietrich. Download full books in PDF and EPUB format.
Author: Gini Dietrich Publisher: Que Publishing ISBN: 0132939541 Category : Business & Economics Languages : en Pages : 265
Book Description
Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers
Author: Sally Adams Publisher: Psychology Press ISBN: 0415229146 Category : Language Arts & Disciplines Languages : en Pages : 192
Book Description
Interviewing for Journalists addresses the central skill of asking the right question in the right way. It is a practical and concise guide for all print journalists - professionals, students and trainees. The authors, both experienced journalists, explain the different types of interviewing, from the street interview, vox pop or press conference to the interview used as a basis for an in-depth profile. Drawing on examples of published material, and featuring interviews with a number of successful writers and columnists, the book covers every aspect of interviewing.
Author: Gini Dietrich Publisher: Que Publishing ISBN: 0132939541 Category : Business & Economics Languages : en Pages : 265
Book Description
Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers
Author: Alison Green Publisher: Ballantine Books ISBN: 0399181822 Category : Business & Economics Languages : en Pages : 306
Book Description
From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together
Author: Andrew Boyd Publisher: ISBN: 9781852521240 Category : Interviewing in journalism Languages : en Pages : 252
Book Description
A guide to being interviewed, whether on television, radio or by the press. All stages of the process are covered, including handling interview requests and mastering broadcasting techniques. Practical tips are given by media figures, the CBI and PR professionals. Originally published in 1991 by Mercury Business Books.
Author: Gail Sedorkin Publisher: Routledge ISBN: 1000257614 Category : Language Arts & Disciplines Languages : en Pages : 136
Book Description
'The quintessential catch-all of journalism interviewing with tips, techniques and tales covering all interviewing forms in one easy-to-read volume.' - Leo Bowman in Australian Studies in Journalism Good interviewing is the key to good reporting and great stories. It's a difficult skill to acquire and it can be stressful, but you can learn how to approach a total stranger and elicit information on a topic about which you know nothing. In the second edition of this widely used guide, experienced journalist Gail Sedorkin shows you step by step how to manage the interview process. She explains how to prepare, and what to do when you don't have time to do any research. She outlines the difference between 'soft' and 'hard' interviews, how to use digital tools effectively, and how to make the most of any interview situation. With tips and examples from leading journalists, and covering basic to advanced techniques, Interviewing is an essential guide for journalists, researchers and writers.
Author: Brad Phillips Publisher: Speakgood Press ISBN: 9780988322004 Category : Interviewing in mass media Languages : en Pages : 256
Book Description
Delivering an effective media interview today is more challenging than ever before. Today's media spokesperson must compete with shrinking audience attention spans, cope with social media overload, and confront sensationalized reporting. Given those challenges, how can you create positive messages that cut through the noise and motivate your audiences? How can you respond to difficult questions in a confident manner that increases your credibility? And how can you navigate your company through a media crisis so it becomes a mere blip instead of a reputation-destroying disaster? Brad Phillips, one of the world's top media trainers, will lead you through an engaging mix of 101 two-page lessons, three dozen real-life case studies, and several hands-on exercises. He will teach you how to become an effective media spokesperson, eliminate your fear, build your brand, and enhance your reputation. You will learn how to: -Master the ground rules for working with reporters -Create memorable media messages -Support your message with media-friendly stories, statistics, and sound bites -Deliver a winning interview -Answer tough questions -Adjust your approach for print, radio, television, and social media -Use positive body language that reinforces your message -Dress for television -Prepare for and manage a media crisis One of the most comprehensive and well-organized books ever published on the topic, The Media Training Bible will prepare you for today's media culture, in which a tweet can become newsworthy and a news interview can become tweet-worthy.
Author: Lawrence Grobel Publisher: Crown ISBN: 1400050715 Category : Language Arts & Disciplines Languages : en Pages : 479
Book Description
THE ULTIMATE INSIDER’S LOOK AT THE FINE ART OF INTERVIEWING “I had a fantasy the other night that this interview is so great that they no longer want me to act—just do interviews. I thought of us going all over the world doing interviews—we’ve signed for three interviews a day for six weeks.” —Al Pacino, in an interview with Lawrence Grobel Highly respected in journalist circles and hailed as “the Interviewer’s Interviewer,” Lawrence Grobel is the author of well-received biographies of Truman Capote, Marlon Brando, James Michener, and the Huston family, with bylines from Rolling Stone and Playboy to the New York Times. He has spent his thirty-year career getting tough subjects to truly open up and talk. Now, in The Art of the Interview, he offers step-by-step instruction on all aspects of nailing an effective interview and provides an inside look on how he elicted such colorful responses as: “I don’t like Shakespeare. I’d rather be in Malibu.” —Anthony Hopkins “Feminists don’t like me, and I don’t like them.”—Mel Gibson “I hope to God my friends steal my body out of a morgue and throw a party when I’m dead.”—Drew Barrymore “I want you out of here. And I want those goddamn tapes!”—Bob Knight “I smoked pot with my father when I was eleven in 1973. . . . He thought he was giving me a mind-extending experience just like he used to give me Hemingway novels and Woody Allen films.”—Anthony Kiedis In The Art of the Interview, Grobel reveals the most memorable stories from his career, along with examples of the most candid moments from his long list of famous interviewees, from Oscar-winning actors and Nobel laureates to Pulitzer Prizewinning writers and sports figures. Taking us step by step through the interview process, from research and question writing to final editing, The Art of the Interview is a treat for journalists and culture vultures alike.
Author: Julie Broad Publisher: ISBN: 9781736031506 Category : Languages : en Pages : 242
Book Description
You can write a book-anyone can. But if you want to write a book that people will want or even need to read, it's not as simple as sitting down to write. In fact, that's one of the biggest mistakes unsuccessful authors make. Writing a book can be one of the smartest moves for your business success. But you need more than writing skills to create an impressive book that readers will love. You also need a plan to market, sell, and leverage your book into a new level of leadership within your industry to reach your professional goals. In Self-Publish & Succeed, trusted best-selling author and entrepreneur Julie Broad shows you that writing a successful nonfiction book starts long before you write your first chapter. To write a book that boosts your brand, generates a profit, and makes you an influencer in your industry, you need the #noboringbooks way. You're about to discover: -The reason why you're not finishing your book-and how to overcome it. -Why most books are boring, and how to keep yours from being one of them. -Which editors you need to perfect your story and where to find them. -The one simple page that could generate thousands of sales. -Seven places to sell your book (and only one starts with "A!"). Nonfiction doesn't mean no fun. Write a money-making book that delivers meaningful impact. Self-Publish & Succeed is your step-by-step guide to writing, publishing, and marketing a book that will get attention, explode your career, and change people's lives-including yours.
Author: Andrew LaCivita Publisher: BalboaPress ISBN: 1452547033 Category : Business & Economics Languages : en Pages : 136
Book Description
If you are interviewing with a company, you are likely qualified for the job. Through the mere action of conducting the interview, the employer essentially implies this. So why is it difficult to secure the job you love? Because there are three reasons you actually get the jobnone of which are your qualifications and, unfortunately, you can only control one of them. iNTERVIEW INTERVENTION creates awareness of these undetected reasons that pose difficulty for the job-seeker and permeate to the interviewer, handicapping the employers ability to secure the best talent. It teaches interview participants to use effective interpersonal communication techniques aimed at overcoming these obstacles. It guides job-seekers through the entire interview process to ensure they get hired. It teaches interviewers to extract the most relevant information to make sound hiring decisions. iNTERVIEW INTERVENTION will become your indispensable guide to: ? Create self-awareness to ensure you understand the job you want beforenot afterthe fact. ? Conduct research to surface critical employer information. ? Share compelling stories that include the six key qualities that make them believable and memorable. ? Respond successfully to the fourteen most effective interview questions. ? Sell yourself and gather intelligence through effective question asking. ? Close the interview to ensure the interviewer wants to hire you.
Author: Gini Dietrich
Author: Sally Adams
Author: Gini Dietrich
Author: Alison Green
Author: Andrew Boyd
Author: Gail Sedorkin
Author: Samuel G. Trull
Author: Brad Phillips
Author: Lawrence Grobel
Author: Julie Broad
Author: Andrew LaCivita