SUMMARY - Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit By Joe Pulizzi And Robert Rose PDF Download

Author: Shortcut Edition
Publisher: Shortcut Edition
ISBN:
Category : Business & Economics
Languages : en
Pages : 26

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Book Description
* Our summary is short, simple and pragmatic. It allows you to have the essential ideas of a big book in less than 30 minutes. By reading this summary, you will discover a whole new marketing model: content marketing. You will also discover that : despite advances in technology, marketing today is out of breath; companies have had great success in creating their own media to talk to their audience; content marketing requires a new model that can bring its own profitability; the content created must provide value that is independent of the products, and that builds user loyalty and a true relationship with the user. The marketing industry faces many challenges: established practices are increasingly struggling to deliver results. At the same time, some companies are implementing new strategies. To address their customers, they create their own media and distribute a wide variety of content, offering real value. These independent activities nourish their brand image and reputation while generating revenue. Despite the skepticism of many professionals, the future will surely involve such a rethink of established practices. *Buy now the summary of this book for the modest price of a cup of coffee!

Author: Joe Pulizzi
Publisher: McGraw Hill Professional
ISBN: 1260026434
Category : Business & Economics
Languages : en
Pages : 272

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Book Description
Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model. Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to: * Transform all or part of your marketing operation into a media company * Integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.

Author: Joe Pulizzi
Publisher: McGraw Hill Professional
ISBN: 0071819916
Category : Business & Economics
Languages : en
Pages : 368

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Book Description
Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and “stories” tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.

Author: Michael V. Marn
Publisher: John Wiley & Sons
ISBN: 0471690023
Category : Business & Economics
Languages : en
Pages : 306

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Book Description
The Price Advantage by three preeminent experts at McKinsey & Company is the most pragmatic and insightful book on pricing available. Based on in-depth, first-hand experience with hundreds of companies, this book is designed to provide managers with comprehensive guidance through the maze of pricing issues. The authors demonstrate why pricing excellence is critical to corporate success and profitability, then explain state-of-the-art approaches to analyzing and improving your own pricing strategy for any product or service. Their advice is critical for readers who need to develop pricing strategies that work in both good economic times and bad.

Author: Robert Rose
Publisher: CMI Books, Division of Z Squared Media, LLC
ISBN: 9780983330714
Category : Business & Economics
Languages : en
Pages : 180

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Book Description
Perhaps no function in the business organization has been as fundamentally revolutionized as marketing. The social and mobile Web has completely changed the speed, efficiency, and ease with which consumers can engage with each other and has had a tremendous impact on brands. This new engagement of the consumer with keen awareness of their relationships and emerging social networks now correlates to every single aspect of our business. So, yes, marketing has changed. The question is what are we going to do about it?Content and Subscription: The New Marketing OpportunityAs growth of the social and mobile Web changes the methods of communication, the old lines of hierarchical relationships between business and consumer blur substantially. As consumers publish and share their opinions (both good and bad) with increasing ease, they can become more persuasive than even the company's voice itself. Every one of these groups becomes a powerful ally or enemy depending on what we do. All of them will be constantly in flux developing levels of trust and requiring varying levels of transparency to filter content and determine buying decisions. They will expand and collapse with great velocity, and it will all happen with or without our participation.Content marketing has been around for hundreds of years. But the application of a specific strategic process around content marketing is still new. The amount of budget that is allotted for new content creation is going to become a significant part of your "new media" budget. And subject matter experts in the organization are going to have new responsibilities. It's a transformative new process and it won't happen overnight. But it can, and should, happen. Get Content Get Customers showed us the light but there's been no book to show us the way. There is an ancient Chinese proverb that says a "crisis" is simply an "opportunity riding the dangerous wind." As marketers we now have the opportunity to develop new processes with our marketing strategy, power them with content, and ultimately keep that wind at our back.Successful programs will focus on creating a thoughtful strategy and process to foster this content marketing. This book is a detailed "how-to" to build that successful content marketing process.

Author: Graham Robertson
Publisher: Createspace Independent Publishing Platform
ISBN: 9781983625886
Category :
Languages : en
Pages : 228

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Book Description
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.

Author: James Hurman
Publisher:
ISBN: 9780958299732
Category : Advertising
Languages : en
Pages : 186

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Book Description
Debate in the advertising and marketing industries has raged for decades: do high levels of creativity make advertising more effective? Or is creativity just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. 'The Case for Creativity' brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.The book includes comment and perspective from some of advertising and marketing’s leading minds, including Jim Stengel (former P&G Global Marketing Offocer), Jim McDowell (Mini USA CEO), David Lubars (BBDO Chief Creative Officer), Tony Davidson (Wieden+Kennedy London Executive Creative Director), and IPA Consultant and leading advertising effectiveness researcher Peter Field.

Author: BusinessNews Publishing,
Publisher: Primento
ISBN: 2511017997
Category : Business & Economics
Languages : en
Pages : 50

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The must-read summary of Jon Spoelstra's book: "Marketing Outrageously: How to Increase Your Revenue by Staggering Amounts". This complete summary of the ideas from Jon Spoelstra's book "Marketing Outrageously" shows how the most fun and refreshing marketing campaigns - which therefore make the most money - are those that are outrageous. In his book, the author presents his research into outrageous marketing campaigns and reveals the key traits that they all have in common. This summary explains each of these key traits so that you can implement them into your own campaigns and get real results. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "Marketing Outrageously" and discover why outrageous marketing leads to outrageous profits.

Author: Newt Barrett
Publisher: Voyager Media, Inc.
ISBN: 9780980187809
Category : Customer services
Languages : en
Pages : 200

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"Get Content. Get Customers." shows step-by-step how to create and execute a content marketing strategy that works regardless of the size of a company or the type of business.

Author: Les Binet
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 132

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Book Description
This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketing investment.