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Maximizing Marketing Communication Strategies: Leading Marketing Executives on Establishing a Unified Strategy, Connecting with the Audience, and Evaluating Message Effectiveness (Inside the Minds)

Maximizing Marketing Communication Strategies: Leading Marketing Executives on Establishing a Unified Strategy, Connecting with the Audience, and Evaluating Message Effectiveness (Inside the Minds)

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Maximizing Marketing Communication Strategies provides an authoritative, insider's perspective on leveraging effective communication strategies that resonate with internal and external audiences. Featuring marketing executives from some of the top companies in the nation, these experts demonstrate how a unified strategy can reinforce a company's identity, facilitate valuable two-way dialogue, and encourage employees to serve as brand ambassadors for a company. From choosing a thoughtful message to considering both spoken and unspoken statements, the authors define key components of an effective message and discuss ways to evaluate its success. Additionally, the authors address the nuances of communicating via social media versus traditional methods and how to utilize each channel's unique strengths while maintaining consistency and clarity. Emphasizing the importance of telling a compelling story, the authors also share their best practices for crafting messages that prompt action and appeal to audiences on an emotional level. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the leading marketing minds of today, as these top executives offer up their thoughts on maximizing effective communication strategies that capture your company's story and align with company goals. Inside the Minds provides readers with proven business and legal intelligence from leading C-Level executives and lawyers. Each chapter offers thought leadership and expert analysis on an industry, profession, or topic, providing a future-oriented perspective and proven strategies for success. Each author has been selected based on their experience and C-Level standing within the business and legal communities. Chapters Include: 1. Rob BonDurant, Vice President, Global Marketing and Communications, Patagonia Inc. - "Advertising as a Last Resort: Building Your Brand through Inspiration, Education, and Creativity" 2. Ed Tan, Vice President, Marketing, MPG Office Trust Inc. - "The Big Picture of Marketing Communications" 3. Martin W. Beerman, Vice President, Marketing and Community Relations, Children's Hospital & Medical Center - "Developing Consistent, Action-Oriented Communications" 4. Kate Roberts, Vice President, Corporate Marketing and Communications, Population Services International - "Build a Brand, Empower Champions, Change the World" 5. William S. Hart, Vice President, Global Marketing, Cliffs Natural Resources - "From Sluggish to Stellar Performer: The Role of Marketing and Communications in the Rise of a Global Commodity" 6. Tee Lea Ong, Vice President, Marketing, WildBlue Communications Inc. - "Focusing Your Communication Strategy to Create Happy Customers" 7. Nancy Dussault Smith, Vice President, Marketing Communications, iRobot Corporation -- "Engineering Cohesive Communications for a Highly Complex and Divergent Brand" 8. Kevin Mensink, Vice President, Marketing, GN ReSound North America - "Winning the Race: Leveraging Emotion for Effective Communication" 9. DeAnn S. Marshall, Vice President and Chief Marketing and Communications Officer, Children's Hospital Los Angeles - "Creating a Strong and Effective Brand Identity" 10. Brian Hutton, Director, Business Development, Carlisle FoodService Products - "Communicating Consistently with Key Messaging Points"