Marketing For Ceos

Author : Ben Legg
Publisher :
ISBN 13 : 9780692669297
Total Pages : 148 pages
Book Rating : 4.99/5 ( download)

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Download or read book Marketing for Ceos written by Ben Legg and published by . This book was released on 2016-04-11 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adknowledge Group CEO Ben Legg, a veteran of McKinsey, Coca-Cola and Google and one of the sharpest, most innovative minds in digital marketing, delivers a smart, irreverent manifesto sure to put the fear of God into most Chief Marketing Officers! Marketing for CEOs may be compact in length, but it's long on ideas and informed opinions about what works and doesn't work in today's digital marketing world. What works:Directly linking marketing activities to the creation of shareholder value, customer lifetime value, an iterative creative process where lots of ultra-targeted ads are created and tested in real time, systematically ferreting out inefficiency, testing your CMO to see if he or she has the digital marketing chops to get the job done. What doesn't work:Most CMOs, CEOs who ignore their role as "brand stewards", using customer data in ways that are creepy or invasive, and CMO/ Chief Information Officer turf wars, among other things. Marketing for CEOs is packed with insights from one of the leading intellects in the ever-changing world of digital marketing and branding. Whether you're in the C-suite or just aspire to be one day, if you want to know how the digital marketing revolution will shape the future, read this book. If you want to know how to run a lean marketing operation that runs smoothly and outsources wisely, read this book. If you want to know how to hire the perfect CMO for your organization-or if the one you have is actually pretty good-start reading. And if you're a Chief Marketing Officer, read it before your CEO does. The job you save might be your own.

Author : Lonny Kocina
Publisher : Greenleaf Book Group
ISBN 13 : 0999069314
Total Pages : 248 pages
Book Rating : 4.18/5 ( download)

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Download or read book The CEO's Guide to Marketing written by Lonny Kocina and published by Greenleaf Book Group. This book was released on 2017-10-24 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the most practical marketing book you will ever read. It outlines a six-step process that will bring clarity to marketing like you’ve never experienced before. It’s literally a step-by-step guide to more leads, higher sales and a stronger brand. ​The first step is simply being a competent marketer. As the CEO of your organization, this should worry you: Your marketing team knows a lot less about marketing than they let on. And you can prove it in an instant. Ask them to explain the difference between the marketing mix and the promotional mix. It’s a basic question but surprisingly most marketers don’t know the answer. Imagine asking your accounting staff the difference between a balance sheet and an income statement and finding out you stumped them. Now consider this: You can maybe ring another 20% in sales out of your current customers, but that’s offset by the hole in your customer bucket. Real growth comes from new business development and you’ve entrusted a good share of that to a marketing team that can't define a basic marketing term. Not good. I suggest you buy a copy of this book for yourself first. I’ll show you the six steps of Strategically Aimed Marketing or the SAM 6® process for short. It will get you up to speed quickly. Then buy copies for your staff and have them integrate the process into your organization. If you are a marketing manager, writer, graphic designer or anyone else who has a hand in marketing, you should buy this book and beat your CEO to the punch. I’m not kidding when I say The CEO’s Guide to Marketing will make you the smartest marketer in the room. You are going to wish you had this book years ago. Lonny Kocina

Author : Nirmalya Kumar
Publisher : Harvard Business Press
ISBN 13 : 1422163393
Total Pages : 304 pages
Book Rating : 4.99/5 ( download)

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Download or read book Marketing As Strategy written by Nirmalya Kumar and published by Harvard Business Press. This book was released on 2004-05-05 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.

Author : Thomas J. Donohoe
Publisher : Koehler Books
ISBN 13 : 9781633939509
Total Pages : 250 pages
Book Rating : 4.02/5 ( download)

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Download or read book The CEO's Digital Marketing Playbook written by Thomas J. Donohoe and published by Koehler Books. This book was released on 2019-11-15 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: The CEO's Digital Marketing Playbook is the definitive playbook and crash course for both the baseline and advanced digital and direct marketing that every company on Earth needs to deploy in the 21st Century. Unlike the hundreds of books about social media or online advertising concepts, this step by step guide lays out every strategy and tactic that is essential to achieving the single greatest achievement in marketing: driving new customers and doing so profitably. Every CEO, from startup to Fortune 100, needs to understand every concept in this book or risk bleeding money and opportunity, which 99% are doing whether they know it or not. Every marketing professional and small business owner needs to embrace the tactics laid out or risk being bad at their job of profitable customer generation and best practice marketing. In just over 200 pages, every business professional can become a smart, customer generation focused digital marketer by following this playbook.

Author : Guy Smith
Publisher :
ISBN 13 : 9780983240730
Total Pages : 134 pages
Book Rating : 4.36/5 ( download)

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Download or read book Start-Up CEO's Marketing Manual written by Guy Smith and published by . This book was released on 2012-09-01 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt: Peter Drucker correctly concluded that business is entirely innovation and marketing, and yet innovative entrepreneurs don't know marketing. You can tell by the ever-growing Silicon Valley dead pool. The "Start-up CEO's Marketing Manual" is their guide to marketing strategy. Guy Smith, the founder and principal strategist at Silicon Strategies Marketing, wrote the Start-up CEO's Marketing Manual to give founders and start-up CEOs a firm understanding of marketing strategy with which to guide their companies. Smith's 20 years in high tech marketing in Silicon Valley has given him both razor-sharp insights and a comically blunt way of guiding entrepreneurial thinking. The "Start-up CEO's Marketing Manual" takes you, the start-up founder, through the structured rigors of developing your corporate go-to-market strategy. The "Start-up CEO's Marketing Manual" lays out the fundamentals of market definition, segmentation, buyer profiling, whole product definitions, positioning, branding and messaging. This rapid-fire boot-camp ensures that you will guide your teams and your marketing employees away from the common cliffs of epic failure.

Author : Robert W. Bly
Publisher : Holt Paperbacks
ISBN 13 : 1429900156
Total Pages : 431 pages
Book Rating : 4.57/5 ( download)

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Download or read book The Copywriter's Handbook written by Robert W. Bly and published by Holt Paperbacks. This book was released on 2007-04-01 with total page 431 pages. Available in PDF, EPUB and Kindle. Book excerpt: The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products. Among the tips revealed are • eight headlines that work—and how to use them • eleven ways to make your copy more readable • fifteen ways to open a sales letter • the nine characteristics of successful print ads • how to build a successful freelance copywriting practice • fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy. "I don't know a single copywriter whose work would not be improved by reading this book." —David Ogilvy

Author : David Kincaid
Publisher : University of Toronto Press
ISBN 13 : 1442621656
Total Pages : 252 pages
Book Rating : 4.57/5 ( download)

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Download or read book The Brand-Driven CEO written by David Kincaid and published by University of Toronto Press. This book was released on 2020-11-03 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviors, decisions, and operations of their entire organization in order to drive value. David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the "New 4Ps" of brand management: People, Process, Intellectual Property, and Partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value. Using real-life, current case studies from today’s fastest growing and most valuable brands – including Starbucks, Apple, and BMW – this book reveals the critical importance of managing big businesses as integrated business systems. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a stepby-step roadmap that can be applied to help transform your brand and its management.

Author : Marc Fetscherin
Publisher : Routledge
ISBN 13 : 1317746627
Total Pages : 360 pages
Book Rating : 4.21/5 ( download)

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Download or read book CEO Branding written by Marc Fetscherin and published by Routledge. This book was released on 2015-06-19 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise. The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes ‘lessons learned’ and many examples that illustrate how companies can measure and manage the CEO brand. This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand. For more information, visit www.ceobranding.org

Author : Casey Gromer
Publisher :
ISBN 13 : 9781729123027
Total Pages : 105 pages
Book Rating : 4.23/5 ( download)

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Download or read book A Fresh Wave of Marketing written by Casey Gromer and published by . This book was released on 2018-10-28 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: You're a visionary entrepreneur, and the core of your business is making an impact on the world. Finding a better way. Making a difference. Shaking up the status quo. -But even though the visionary in you can solve all the world's problems on a cocktail napkin over coffee, when it comes to getting your business over that next big hump: --You are burning out trying to move the needle on your profit--You feel out of control and, instead of controlling your business, your business is controlling you--You have lost your brand message in translation--You change directions so quickly that your team can't keep up--You have a fear of letting go--You are still so deep in the day-to-day of your business that you never have time for family or things you enjoy-A Fresh Wave of Marketing takes a different approach. Discover the marketing strategies, systems, and processes you need to step out of the daily marketing burnout and into your role as visionary leader of your business.

Author : Gal S. Borenstein
Publisher : Gal Borenstein, Author
ISBN 13 : 0615255957
Total Pages : 129 pages
Book Rating : 4.58/5 ( download)

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Download or read book What Really Counts for Ceos: Connect the Dots Between Marketing & Sales. Regain Control of Your Company's ROI. written by Gal S. Borenstein and published by Gal Borenstein, Author. This book was released on 2008-10 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: Borenstein uncovers the key challenges CEOs face and gives the tools needed to treat marketing as a science.