“Marketing is part art and part science. The ‘art era’ was ok in the 20th 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 Business shows 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 Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value:
- Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more
- New insights from today’s top marketing innovators–including 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 can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits 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 does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.
Improve Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growth| Hunter Hastings (Author), Jeff Saperstein (Author)| Wharton School Publishing
Table of Contents
Introduction
Part I. Foundation Principles and Building Blocks of the New Marketing Capability
Chapter 1. Open Your Mind to the New Marketing
Chapter 2. Four Principles Supporting the New Marketing Capability
Chapter 3. Building Blocks of the New Marketing Capability
Chapter 4. Translating Insights into Innovation for Brand Financial Growth
Chapter 5. Measuring Consumer Engagement
Part II. Dispatches from the Leading Edge of the New Marketing
Chapter 6. Integration of Technology and Marketing
Chapter 7. Open Innovation and New Product Development Through Communities of Practice
Chapter 8. Brand Building Through Global Brand Growth
Chapter 9. Growth Through Brand Portfolio and Risk Management
Chapter 10. Insights-Led Brand Building in Technology
Chapter 11. Marketing Knowledge Centers
Chapter 12. The New CMO
Part III. How to Get It Done
Chapter 13. Managing Information
Chapter 14. Metrics and Building the Culture of Accountability
Chapter 15. Communities of Practice for Consumer Connection and Open Innovation
Chapter 16. Empowering Change from the Top Down
Index
LINK FOR THE BOOK
