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Leveraging Marketing Innovation for Optimal Results: Leading CMOs on Distinguishing Your Brand, Discovering the Next Big Idea, and Using Partnerships to Expand Your Business (Inside the Minds)

Leveraging Marketing Innovation for Optimal Results: Leading CMOs on Distinguishing Your Brand, Discovering the Next Big Idea, and Using Partnerships to Expand Your Business (Inside the Minds)

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everaging Marketing Innovation for Optimal Results is an authoritative, insider's perspective on pioneering new marketing strategies that directly impact the bottom line of the business. Featuring CMOs representing some of the top companies in the nation, this book provides best practices for exploring innovative solutions by encouraging original thought in the marketing department. Driven by the desire to distinguish your brand in a crowded marketplace, these authors offer tips for identifying new markets, harnessing the power of PR, and building a positive image. From using partnerships to expand your business to embracing social media to acquire a broader audience, these authors also outline how to find and utilize alternative channels to market new products. In these tough economic times, this book provides valuable insight for those looking to position marketing as an integral player in the company s road to success by doing more with less. Highlighting the importance of forging a fresh path rather than following the competition, these authors demonstrate how to plan an approach that makes the most of marketing s imagination. The different niches presented and the breadth of perspectives represented enable readers to get inside some of the leading marketing minds of today, as these insiders offer up their thoughts around the keys to enabling innovative techniques throughout the marketing department and beyond. Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world's most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters Include: 1. Kathleen Litman, Vice President, Marketing, Technology Credit Union - "Introducing Your Business to New and Expanded Markets" 2. Patricia Pohanka, Director, Purchasing and Marketing, European Imports Ltd. - "Sourcing, Pricing, and Selling Innovative Products in a Segmented Market" 3. Donita Prakash, Chief Marketing Officer, Acumen Solutions Inc. - "Differentiating Your Brand in a Crowded Marketplace with Personalization" 4. Bill Penczak, Chief Marketing Officer, UHY Advisors Tax & Business Consultants - "Transcending the Plague of Marketing Malaise" 5. Danielle C. Perry, Director, Marketing and Public Relations, Caritas Holy Family Hospital - "Big-Fish Marketing in a Small Pond" 6. Joseph L. Dugan, Executive Vice President, Canandaigua National Bank and Trust - "Transforming Information from Static to Actionable" 7. Jay R. McKeever, Director, Worldwide Marketing, Cincom Systems Inc. - "Developing a Meaningful Dialogue with Your Audience" 8. Chris Ryan Executive Vice President and Chief Strategy and Marketing Officer, SHPS Inc. - "Finding the Right Perspective and the Locus of Innovation" 9. Kimberly Ridenour-Sims, MBA, CPSM, Director, Corporate Marketing and Communications, Limbach Facility Services - "Marketing Innovation with a Personal Touch" 10. Mann Deynoodt, Director, Marketing, Phelps Dunbar LLP - "Service First: Going Back to Basic Relationship Building" 11. Preston McLaurin, Director, Marketing, Nelson Mullins Riley & Scarborough LLP - "Symbiotic Innovation: Leveraging Specific Skill Sets for Success"