Marketing Strategy from the Masters (Collection)

Table of contents

1. Title Page
2. Contents
3. Marketing in the Public Sector: A Roadmap for Improved Performance
   1. Contents
   2. Acknowledgments
   3. Part I. Introduction
      1. 1. Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs
         1. What Do Citizens Want and Get from Public Agencies?
         2. What Tools Currently Used in the Private Sector Can Most Benefit the Public Sector?
         3. What Role Can Marketing Play in Improving the Performance of Public Agencies?
         4. Going Forward
      2. 2. Understanding the Marketing Mindset
         1. Opening Story: The United States Postal Service—A Work in Progress
         2. The Marketing Mindset
         3. Moving from Here
   4. Part II. Applying Marketing Tools to the Public Sector
      1. 3. Developing and Enhancing Popular Programs and Services
         1. Opening Story: School Meal Revolution in the United Kingdom
         2. Product: The First “P”
         3. Summary
      2. 4. Setting Motivating Prices, Incentives, and Disincentives
         1. Opening Story: Click It or Ticket
         2. Summary
      3. 5. Optimizing Distribution Channels
         1. Opening Story: HIV/AIDS in Nepal—Sarita is Empowered to Buy Condoms When and Where She Needs Them
         2. Place: The Third “P”
         3. Summary
      4. 6. Creating and Maintaining a Desired Brand Identity
         1. Opening Story: ENERGY STAR®—A Brand Positioned to Help Protect the Planet
         2. Branding in the Public Sector
         3. Summary
      5. 7. Communicating Effectively with Key Publics
         1. Opening Story: Increasing Organ Donation
         2. Promotion: The Fourth “P”
         3. Developing Messages
         4. Choosing Messengers
         5. Selecting Communication Channels
         6. Summary
      6. 8. Improving Customer Service and Satisfaction
         1. Opening Story: Phoenix Fire Department—“A Peace Corps with a Tank of Water”
         2. Customer Service in the Public Sector
         3. Benefits of Improved Customer Satisfaction
         4. Practices to Support Customer Satisfaction
         5. Summary
      7. 9. Influencing Positive Public Behaviors: Social Marketing
         1. Opening Story: From “Fat to Fit” in Finland
         2. Social Marketing in the Public Sector
         3. Principle #1: Take Advantage of Prior and Existing Successful Campaigns
         4. Principle #2: Start with Target Markets Most Ready for Action
         5. Principle #3: Promote Single, Simple, Doable Behaviors—One at a Time
         6. Principle #4: Identify and Remove Barriers to Behavior Change
         7. Principle #5: Bring Real Benefits into the Present
         8. Principle #6: Highlight Costs of Competing Behaviors
         9. Principle #7: Promote a Tangible Object or Service to Help Target Audiences Perform the Behavior
         10. Principle #8: Consider Nonmonetary Incentives in the Form of Recognition and Appreciation
         11. Principle #9: Have a Little Fun with Messages
         12. Principle #10: Use Media Channels at the Point of Decision Making
         13. Principle #11: Get Commitments and Pledges
         14. Principle #12: Use Prompts for Sustainability
         15. Applications Upstream
         16. Summary
      8. 10. Forming Strategic Partnerships
         1. Opening Story: Improving Jordan’s Water Problems—For the People, By the People, Through Partnerships
         2. Benefits of Strategic Partnerships
         3. Partnerships with the Private Sector
         4. Partnerships with the Nonprofit Sector
         5. Partnerships between Governmental Agencies
         6. Difficulties and Risks in Partnerships
         7. A Marketing Approach to Winning Great Partners and Reducing Risks
         8. Summary
   5. Part III. Managing the Marketing Process
      1. 11. Gathering Citizen Data, Input, and Feedback
         1. Opening Story: Building a Healthy Nation through Research in South Africa
         2. Marketing Research in the Public Sector
         3. Research Defined by When It Is Conducted
         4. Research Defined by Source of Information
         5. Research Defined by Technique
         6. Steps in the Research Process
         7. A Word about Low-Cost Research
         8. Summary
      2. 12. Monitoring and Evaluating Performance
         1. Opening Story: An Environmental Behavior Index—Helping to Quantify What Happened and Decide What to Do Next
         2. Measuring Marketing Performance
         3. Why Are You Conducting This Measurement and for Whom?
         4. What Are You Measuring?
         5. How Will You Measure?
         6. When Will You Measure?
         7. How Much Will It Cost?
         8. Summary
      3. 13. Developing a Compelling Marketing Plan
         1. Opening Story: New York City Marketing Starts Spreading the News
         2. Marketing Planning in the Public Sector
         3. Situation Analysis
         4. Marketing Objectives and Goals
         5. Target Audience
         6. Positioning
         7. Marketing Mix
         8. Evaluation Plan
         9. Budget
         10. Implementation Plan
         11. Summary
   6. References
      1. Chapter 1
      2. Chapter 2
      3. Chapter 3
      4. Chapter 4
      5. Chapter 5
      6. Chapter 6
      7. Chapter 7
      8. Chapter 8
      9. Chapter 9
      10. Chapter 10
      11. Chapter 11
      12. Chapter 12
      13. Chapter 13
   7. About the Authors
   8. Index
   9. Wharton School Publishing
4. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition
   1. Contents
   2. Acknowledgments
   3. About The Authors
   4. Foreword
   5. Foreword to the Second Edition
   6. 1. Introduction
      1. 1.1 What Is a Metric?
      2. 1.2 Why Do You Need Metrics?
      3. 1.3 Marketing Metrics: Opportunities, Performance, and Accountability
      4. 1.4 Choosing the Right Numbers
      5. 1.5 Mastering Metrics
      6. 1.6 Marketing Metrics Survey
   7. 2. Share of Hearts, Minds, and Markets
      1. Introduction
      2. 2.1 Market Share
      3. 2.2 Relative Market Share and Market Concentration
      4. 2.3 Brand Development Index and Category Development Index
      5. 2.4 Penetration
      6. 2.5 Share of Requirements
      7. 2.6 Heavy Usage Index
      8. 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
      9. 2.8 Customer Satisfaction and Willingness to Recommend
      10. 2.9 Net Promoter
      11. 2.10 Willingness to Search
   8. 3. Margins and Profits
      1. Introduction
      2. 3.1 Margins
      3. 3.2 Prices and Channel Margins
      4. 3.3 Average Price per Unit and Price per Statistical Unit
      5. 3.4 Variable Costs and Fixed Costs
      6. 3.5 Marketing Spending—Total, Fixed, and Variable
      7. 3.6 Break-Even Analysis and Contribution Analysis
      8. 3.7 Profit-Based Sales Targets
   9. 4. Product and Portfolio Management
      1. Introduction
      2. 4.1 Trial, Repeat, Penetration, and Volume Projections
      3. 4.2 Growth: Percentage and CAGR
      4. 4.3 Cannibalization Rates and Fair Share Draw
      5. 4.4 Brand Equity Metrics
      6. 4.5 Conjoint Utilities and Consumer Preference
      7. 4.6 Segmentation Using Conjoint Utilities
      8. 4.7 Conjoint Utilities and Volume Projection
   10. 5. Customer Profitability
       1. Introduction
       2. 5.1 Customers, Recency, and Retention
       3. 5.2 Customer Profit
       4. 5.3 Customer Lifetime Value
       5. 5.4 Prospect Lifetime Value Versus Customer Value
       6. 5.5 Acquisition Versus Retention Cost
   11. 6. Sales Force and Channel Management
       1. Introduction
       2. 6.1 Sales Force Coverage: Territories
       3. 6.2 Sales Force Objectives: Setting Goals
       4. 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
       5. 6.4 Sales Force Compensation: Salary/Reward Mix
       6. 6.5 Sales Force Tracking: Pipeline Analysis
       7. 6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
       8. 6.7 Supply Chain Metrics
       9. 6.8 SKU Profitability: Markdowns, GMROII, and DPP
   12. 7. Pricing Strategy
       1. Introduction
       2. 7.1 Price Premium
       3. 7.2 Reservation Price and Percent Good Value
       4. 7.3 Price Elasticity of Demand
       5. 7.4 Optimal Prices and Linear and Constant Demand Functions
       6. 7.5 “Own,” “Cross,” and “Residual” Price Elasticity
   13. 8. Promotion
       1. Introduction
       2. 8.1 Baseline Sales, Incremental Sales, and Promotional Lift
       3. 8.2 Redemption Rates, Costs for Coupons and Rebates, Percent Sales with Coupon
       4. 8.3 Promotions and Pass-Through
       5. 8.4 Price Waterfall
   14. 9. Advertising Media and Web Metrics
       1. Introduction
       2. 9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
       3. 9.2 Cost per Thousand Impressions (CPM) Rates
       4. 9.3 Reach, Net Reach, and Frequency
       5. 9.4 Frequency Response Functions
       6. 9.5 Effective Reach and Effective Frequency
       7. 9.6 Share of Voice
       8. 9.7 Impressions, Pageviews, and Hits
       9. 9.8 Rich Media Display Time
       10. 9.9 Rich Media Interaction Rate
       11. 9.10 Clickthrough Rates
       12. 9.11 Cost per Impression, Cost per Click, and Cost per Order
       13. 9.12 Visits, Visitors, and Abandonment
       14. 9.13 Bounce Rate
       15. 9.14 Friends/Followers/Supporters
       16. 9.15 Downloads
   15. 10. Marketing And Finance
       1. Introduction
       2. 10.1 Net Profit and Return on Sales
       3. 10.2 Return on Investment
       4. 10.3 Economic Profit—EVA
       5. 10.4 Evaluating Multi-period Investments
       6. 10.5 Return on Marketing Investment
   16. 11. The Marketing Metrics X-Ray
       1. 11.1 The Marketing Metrics X-Ray
   17. 12. System of Metrics
       1. Modeling Firm Performance
       2. Three Reasons for Using Systems of Identities in Marketing
       3. Marketing Mix Models—Monitoring Relationships between Marketing Decisions and Objectives
       4. Related Metrics and Concepts
       5. Appendix 1
       6. Conclusion
   18. Appendix—Survey of Managers’ Use of Metrics
   19. Bibliography
   20. Endnotes
       1. Chapter 1
       2. Chapter 2
       3. Chapter 3
       4. Chapter 4
       5. Chapter 5
       6. Chapter 6
       7. Chapter 7
       8. Chapter 8
       9. Chapter 9
       10. Chapter 10
       11. Chapter 11
       12. Chapter 12
   21. Index
5. Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands
   1. Contents
   2. Acknowledgments
   3. About the Authors
   4. Preface
   5. Introduction to the Rules and the Rules-Based Practices
   6. 1. Background to the Turnaround
      1. Big Brand in Big Trouble
      2. What Went Wrong?
      3. Ray Kroc’s Vision
      4. Chain of Supply
      5. The Opening Salvo
      6. What’s Going On?
      7. Our Leading Edge: Our Leaders
      8. The Plan to Win
      9. Brand Power
      10. Summary
   7. 2. The Six Rules of Revitalization
      1. Branding Is Not the Same As Advertising
      2. A Brand Versus a Product or Service
      3. The Six Rules
      4. Rule #1: Refocus the Organization
      5. Rule #2: Restore Brand Relevance
      6. Rule #3: Reinvent the Brand Experience
      7. Rule #4: Reinforce a Results Culture
      8. Rule #5: Rebuild Brand Trust
      9. Rule #6: Realize Global Alignment
   8. 3. Rule #1: Refocus the Organization
      1. Brand Purpose
      2. The McDonald’s Brand Purpose
      3. The Value Equation
      4. Financial Discipline
      5. Operational Excellence
      6. Leadership Marketing
      7. The Do’s and Don’ts of Refocusing the Organization
   9. 4. Rule #2: Restore Brand Relevance
      1. Thorough Knowledge of the Marketplace
      2. Understanding the Market Segmentation
      3. Needs-Based Segmentation Profiles
      4. Prioritizing the Markets
      5. Synthesis Versus Analysis
      6. Prioritize, Prioritize
      7. Leadership Marketing
      8. McDonald’s Segmentation
      9. What Is the Brand Promise?
      10. Brand Pyramid
      11. Brand Essence
      12. Paradox Promise
      13. McDonald’s Paradox Promise
      14. The Do’s and Don’ts of Restoring Relevance
   10. 5. Rule #3: Reinvent the Brand Experience
       1. People
       2. Product
       3. Place
       4. Price
       5. Promotion
       6. Conclusion
       7. The Do’s and Don’ts of Reinventing the Brand Experience
   11. 6. Rule #4: Reinforce a Results Culture
       1. All Growth Is Not Equally Valuable
       2. Balanced Brand-Business Scorecard
       3. The Do’s and Don’ts of Creating a Results Culture
   12. 7. Rule #5: Rebuild Brand Trust
       1. Crisis of Credibility
       2. Five Principles of Trust Building
       3. You Are What You Do
       4. Lead the Debate; Don’t Hide from It
       5. The Arrow Is Aimed at Fast Food
       6. Openness Is an Opportunity
       7. Trusted Messages Must Come from a Trustworthy Source
       8. Good Citizenship Pays
       9. The Do’s and Don’ts of Rebuilding Trust
   13. 8. Rule #6: Realize Global Alignment
       1. Alignment
       2. Freedom Within a Framework
       3. Internal Marketing Is a Must
       4. The Do’s and Don’ts of Realizing Global Alignment
   14. 9. Realizing Global Alignment: Creating a Plan to Win
       1. The Three Sections of the Plan to Win
       2. KIDDO Garden Foods
       3. Step One: Brand Direction—Articulating the Brand Purpose and Brand Promise
       4. Step Two: Creating the Five Action Ps
       5. Step Three: Performance Measures
       6. Implications of a Plan to Win
       7. The Do’s and Don’ts of Creating a Plan to Win
   15. 10. Do the Six Rules of Revitalization Work?
       1. Moving Forward
       2. Summary: Brand Revitalization
   16. Index
   17. Wharton School Publishing
6. Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution
   1. Contents
   2. Foreword
   3. Acknowledgments
   4. About the Author
   5. Introduction
      1. Imagine
      2. A New Way of Marketing......
      3. In Summary
      4. Decision-Making Framework
      5. Real-Time Marketing
   6. Section I. Purpose: Define Your Purpose
      1. 1. What Is Purpose and Why Is It Important?
         1. Purpose-Driven Companies Make Higher Profits
         2. Create Raving Fans
         3. When Employees Leave at Night, So Does Your Business
         4. Company Purpose: Intentional or Dysfunctional?
      2. 2. A Mission Statement Answers “Why Do We Exist?”
         1. RedShift Framing Mission Statement
         2. Clinic Service Corporation Mission Statement
         3. Does Your Mission Statement Inspire?
      3. 3. Create a Compelling Vision
         1. Tell a Story
         2. Marketing Tip
      4. 4. Core Values Drive Behavior
         1. Make It Personal
      5. 5. The “C” Word
         1. What Do Pizza and Shoes Have in Common?
         2. Committable Core Values
         3. Zappos Core Values
         4. Zappos Core Values
      6. 6. How The Ritz-Carlton Creates and Sustains a High-Performance Culture
         1. How The Ritz-Carlton Mystique Works
         2. What Can 15 Minutes a Day Do for Your Company?
         3. The Transformation to Passionate Advocacy
      7. 7. Defining Core Values
         1. Defining Corporate Values
      8. 8. Game Changers
         1. Purpose-Driven Companies Are More Profitable
         2. New Belgium Brewing: Passionate About Purpose, People, Sustainabilty, and of Course, Beer
         3. New Belgium Brewing Purpose Statement
         4. A Strong Internal Brand Equals a Powerful External Brand
         5. “Just Do It” Campaign Among Bedbury’s Accomplishments
      9. 9. Do What You Love and the Money Will Follow
         1. A New Wave of Entrepreneurship
      10. 10. Measurable Goals Drive Success
          1. The Balanced Scorecard Goal Framework
          2. Goal Categories
      11. 11. Situation Analysis and SWOT Analysis
          1. Situation Analysis
          2. SWOT Analysis
          3. Marketing Tip
          4. Summary
          5. P • R • A • I • S • E™ Marketing Process
          6. Summary: Section I
   7. Section II. Research: Market Opportunity
      1. 12. The Biggest Mistake Entrepreneurs Make
         1. Know What You Don’t Know
         2. Marketing Tip for Start-Ups
      2. 13. A Micro to Macro Process
         1. Goals of a Research Plan
         2. Marketing Tip
      3. 14. Micro Perspective: Focus on High-Value Customers
         1. The Most Powerful (and Easiest) Way to Improve Profitability
         2. Existing Customer Analysis and Segmentation
         3. Marketing Tip
      4. 15. Love Your Loyal Customers
         1. How Do You Measure Loyalty?
         2. Measure Customer Profitability and CLV
         3. Building Customer Loyalty
         4. Measure Customer Delight, Not Satisfaction
         5. Net Promoter Score
         6. Intuit: How the Best Get Better
      5. 16. 1:1 Marketing: Treat Different Customers Differently
         1. Make Customers the Center of Your Universe
      6. 17. Marketing’s Secret Weapon
         1. Customer-Focused Culture at OrangeGlo
         2. Tips to Create a Customer-Centric Culture
      7. 18. Create Unique Customer Experiences
         1. Customers for Life
      8. 19. Customer Experience: The Dark Side
         1. Customer Experience: The Dark Side
         2. Why Consumers Are Skeptical
         3. Live By the Golden Rule
         4. Customer Service Gone Bad
      9. 20. Why Do Customers Buy?
         1. Why People Buy
         2. Marketing Tip
         3. Action
      10. 21. Real-Time Customer Research
          1. Marketing Tip for Large Companies
      11. 22. Macro Perspective: Get the Big Picture
          1. Market Segmentation and Target Marketing
          2. Marketing Tip
          3. Identifying Target Market Segments
          4. Business-to-Business (B2B) Target Markets
      12. 23. Market Segmentation for the Twenty-First Century
          1. Clayton Christensen on Market Segmentation
          2. Why Is Your Product or Service Hired?
      13. 24. Zeroing in on Consumer Target Markets
          1. Marketing Tip for Mid-size and Large Companies
      14. 25. Forecasting Demand
          1. Forecasting Believable and Realistic Demand (Not What You Think a VC Wants to See)
      15. 26. Competition: Keep Your Friends Close and Your Enemies Closer
          1. Observe and Learn
          2. Real-Time Marketing Tip
          3. Competitive Information Sources
      16. 27. Anticipate the Unexpected: Research Macro-Environmental Factors
          1. Macro-Environmental Factors
          2. Marketing Tip: Expect the Unexpected
          3. Seize Advantage in a Downturn
          4. Summarize the Secondary Research Plan
      17. 28. Get Smart: Talk to Your Customers
          1. Developing Your Primary Research Plan
          2. Tips for Creating a Customer Survey
          3. Online Survey Tools
          4. Marketing Tip
      18. 29. Social Media and Online Tools Enable Real-Time Research
          1. News Aggregators
          2. Using Social Media for Real-Time Research
          3. Social Networking and Bookmarking
          4. Tools and Gadgets
          5. Blogs
          6. Analysts Track Trends and Make Sense of Them
          7. Marketing Tip: Stay Smart and Current: Simple Ways to Integrate Real-Time Research
          8. P • R • A • I • S • E™ Marketing Process
          9. Summary: Section II
   8. Section III. Analyze: Growth and Profit Potential
      1. 30. Business Expansion: Vulnerable or Poised for Growth?
         1. Complementary Products and Services
         2. Marketing Tip: Real-Time Product Development
      2. 31. Substitute Products and Services
      3. 32. Disrupt and Innovate
         1. Finding New Value
         2. Finding New Value: Part I
      4. 33. Finding New Value: Part Deux
         1. Broaden the Buyers
         2. Create Customer Experiences
         3. Tap into Trends
         4. Distinctive Delivery
         5. Imagine and Innovate
         6. Finding New Value: Part II
         7. Summary
      5. 34. Pricing Strategy and Objectives
         1. Mapping Customer Value to Pricing Strategy
         2. Training Industry Example
      6. 35. Analyze Price and Profitability by Product and Service
         1. Marketing Tip for Large Company
         2. Revenue/Cost Analysis
         3. Worksheet
      7. 36. Distribution and Channel Sales Strategy
         1. Choose the Right Channels
         2. Channel Considerations
      8. 37. Formula for Success: Real-Time Channel Development
         1. Real-Time Channel Development
      9. 38. Analyzing and Selecting Channels
         1. Avoid Channel Conflict
         2. Channel Checklist: Devil’s in the Details
      10. 39. Strategic Alliances and Partnerships
          1. Strategic Alliance and Partnership Success Factors
          2. Channel Mapping
          3. P • R • A • I • S • E™ Marketing Process
          4. Summary: Section III
   9. Section IV. Strategize: Growth Opportunities
      1. 40. What Is Strategy?
         1. Strategy Process
         2. Marketing Tip
      2. 41. A Framework and Process for Strategy Development
      3. 42. Target Market Strategies
         1. Rich, Niche Markets
         2. Mass Market Penetration
         3. Attract Early Adopters, Maximize Profits
         4. Market Penetration Strategy Requires Innovation
      4. 43. Positioning Strategy
         1. Types of Positioning
         2. Create a Positioning Statement
         3. Characteristics of Successful Positioning
      5. 44. What Is Your Brand Worth?
         1. Personify Your Brand
         2. Results of Strong Brand Equity
      6. 45. Design Your Brand Personality and Essence
         1. Moser: Brand Roadmap Can Drive Company’s Marketing
      7. 46. Customer Strategies
         1. Customer Loyalty Objectives and Strategies
      8. 47. Listen and Respond
         1. Emotion Is Viral
      9. 48. Customers Are Your Best Advisors
      10. 49. Customers Are Cocreaters
          1. The $1 Million Prize
          2. Customer Engagement: A New Business Model
      11. 50. Product and Service Strategy
          1. Product Life Cycle Stages
          2. Are You a Pioneer or a Follower?
      12. 51. Product Differentiation
          1. Method Products Make a Clean Sweep in Product Category
          2. Design with a Purpose
      13. 52. Competitive Strategies
          1. Pick Your Battle Position
          2. The Downside of Winning
      14. 53. Growth Strategies
          1. Acquisition
          2. Strategic Alliances and Partnerships
          3. New Distribution Channels
          4. New Markets
          5. Adobe Makes Lemonade Out of Lemons
          6. New Customers
          7. New Products
      15. 54. Innovation Strategies
          1. Innovation Models
      16. 55. The Long Tail
          1. New Revenue Streams and Business Models
      17. 56. Nurture a Culture of Innovation
          1. Three Versus Drive Innovation and Growth
          2. Kumar: Differentiate Company Marketing with Three Vs
      18. 57. Sales Strategy and Plan
          1. Sales Strategy and Plan
      19. 58. Marketing Objectives Drive Strategy
      20. 59. The Art and Science of Developing Strategy
          1. Strategy Integration
          2. A Final Word
          3. P • R • A • I • S • E™ Marketing Process
          4. Summary: Section IV
   10. Section V. Implement: Traditional and New Media
       1. 60. The State of Marketing Today
          1. Changes in Latitudes, Changes in Attitudes
          2. Facts, Stats, and Key Trends
          3. Key Trends Driving Marketing
          4. Expert Discusses How to Measure Marketing
       2. Part I. Social Media, Digital Media, and Personal Communication Tactics
          1. 61. Digital Base Camp: Create a Great Web Site
             1. Design for User Experience
             2. Make Your Web Site Interactive and Targeted
             3. Integrated Technologies Deliver Better Customer Service
             4. Provide Value For Free
          2. 62. Search Engine Marketing (SEM) and Optimization
             1. Optimize Your Web Site
          3. 63. Online Advertising
             1. Display Advertising
             2. Sponsorships and Affiliate Advertising
             3. Ad Exchanges
          4. 64. Email Marketing
          5. 65. Mobility Marketing
             1. Widgets, Gadgets, and Mobile Applications
             2. A Growing Tidal Wave of Opportunity
             3. How Companies Use Mobile Phones to Drive Business
          6. 66. Social Media: Build Your Brand and Connect with Customers
             1. A Shift of Power
             2. The Real Value of Social Media
             3. Social Media Principles
          7. 67. What We Know So Far: Surprising Statistics
             1. Business Results from Social Media
          8. 68. Measuring the Effectiveness of Social Media
             1. Operationalize Social Media
          9. 69. Social Media Networks
             1. LinkedIn
             2. Facebook
             3. Twitter
             4. How to Use Twitter as a Twool
             5. Social Bookmarking Sites
          10. 70. The Blogosphere
              1. Getting Started
          11. 71. Social Media Strategy and Planning Guide
              1. Social Media Strategy
          12. 72. Word of Mouth: Viral Marketing and Buzz
              1. Stunts and Pranksters
              2. Historical Milestone
              3. Viral Marketing: A Case Study from Obama
          13. 73. Public Relations
              1. What’s New, Who Cares?
              2. The Mechanics
       3. Part II. Create a Tactical Plan with Execution Built-In
          1. Marketing and Sales Program ROI Analysis
       4. 74. Make Marketing Measurable
          1. Individual Tactics Description
          2. Marketing Tip
       5. 75. Implementation Calendar and Budget
          1. Implement
          2. Summary: Section V
   11. Section VI. Execute and Evaluate: Create a Culture of Execution
       1. 76. The Problem with Marketing
          1. How to Fix the Biggest Problems in Sales and Marketing
       2. 77. Asset-Based Marketing Measurement
          1. Holistic Marketing Measurement
          2. Key Performance Measures
       3. 78. Evaluate: What Is Measured Improves
          1. Purpose
          2. Research
          3. Analyze
          4. Implement
          5. Strategize
          6. Evaluate and Execute
       4. 79. ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured
          1. ROI Optimizer™ Process
          2. Top-Down and Bottom-Up Analysis
          3. Demand Chain Optimization
       5. 80. The Balanced Scorecard
          1. What Is Measured Improves
       6. 81. The Art and Science of Execution
          1. Former GE Chief Shares His Thoughts on Management Trends
       7. 82. Real-Time Marketing Planning
       8. 83. Create a Culture of Execution
          1. Culture Rules! 10 Principles to Drive Business Success... and Have More Fun
          2. 1. It’s the Economics, Stupid
          3. 2. Walk the Talk
          4. 3. Integrity, Accountability, and Trust
          5. 4. Create a Compelling Vision
          6. 5. Product Myopia Is the Death Spiral
          7. 6. Love Is the Killer App
          8. 7. Feedback Is the Breakfast of Champions
          9. 8. Relentless Communication
          10. 9. Link Planning to Operations
          11. 10. Marketing Is Not a Department: It’s a State of Mind
          12. Evaluate and Execute
          13. Summary: Section VI
       9. 84. Now It’s Up to You
   12. Endnotes
       1. Chapter 1
       2. Chapter 5
       3. Chapter 6
       4. Chapter 8
       5. Chapter 15
       6. Chapter 23
       7. Chapter 28
       8. Chapter 29
       9. Chapter 32
       10. Chapter 33
       11. Chapter 35
       12. Chapter 40
       13. Chapter 42
       14. Chapter 45
       15. Chapter 49
       16. Chapter 51
       17. Chapter 52
       18. Chapter 53
       19. Chapter 56
       20. Chapter 60
       21. Section V, Part I
       22. Chapter 63
       23. Chapter 64
       24. Chapter 65
       25. Chapter 67
       26. Chapter 68
       27. Chapter 69
       28. Chapter 72
       29. Chapter 80
       30. Chapter 81
       31. Chapter 83
   13. Workshops and Training Programs
       1. Personal Training and Coaching
       2. Corporate Training and Workshops
       3. Speaking
   14. Real-Time Marketing for Business Growth Free Resources and Tools
       1. Real-Time Marketing for Business Growth Book Resources
       2. Social Media Strategy and Planning Guide
       3. Research Resources Guide
       4. Articles, Tools, Templates, and Products
       5. MarketSmarter Blog and Newsletter
       6. Business Coaching
   15. Appendix. Marketing Plan Template
       1. I. Purpose
       2. II. Research
       3. III. Analyze
       4. IV. Strategize
       5. V. Implement
       6. VI. Execute and Evaluate
   16. Index
   17. Financial Times Press