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More copies of this ISBNThis title in other editionseBook editionsImprove Your Marketing to Grow Your Business: Insights and Innovation That Drive Business and Brand Growthby Hunter Hastings
Synopses & ReviewsPublisher Comments:“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:
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. Synopsis:“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:
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. Table of ContentsAcknowledgments ....................................................................................xi About the Author ..................................................................................xiii Foreword ....................................................................................................xv Preface ......................................................................................................xvii Introduction..............................................................................................xix
Part I Foundation Principles and Building Blocks of the New Marketing Capability ................................................1
Chapter 1 Open Your Mind to the New Marketing ..................................3 Growth Is Now Priority One ..................................................................3 What’s New: The Trends That Are Reshaping Marketing................4 The Marketing-Led Growth Model ........................................................9 From Function to Core Capability: The Role of Marketing Redefined ..................................................................................................10 Drive Top-Line Revenue Growth by Building Brand Equity ........12 Brand Building Is the Wisest Investment for Sustainable Growth..................................................................................12 This Is Not Your Father’s Brand Building..........................................13 Growth as a Process Captured in Marketing Software ....................14 Summary ....................................................................................................16
Chapter 2 Four Principles Supporting the New Marketing Capability........................................................................17 Reorient So That Customers Are the Drivers of Marketing, Not the Target ..........................................................................................18 Reengineer Your Marketing Processes ................................................22 Rethink Your Marketing Organization ..............................................25 Redesign Your Marketing Technology: Enterprise Systems Rather Than Point Solutions..................................................26 Summary ....................................................................................................30
Chapter 3 Building Blocks of the New Marketing Capability............31 What Is an Insight, and Why Is It Important? ................................31 Moments of Truth ....................................................................................32 Insights Generation as a Process ..........................................................34 Knowledge Management ........................................................................34 Insights-Generation Tools ......................................................................35 Value Proposition ....................................................................................38 Financial Pro Forma ................................................................................38 Summary ....................................................................................................39
Chapter 4 Translating Insights into Innovation for Brand Financial Growth ..........................................................41 Cheryl Perkins ..........................................................................................47 Summary ....................................................................................................57
Chapter 5 Measuring Consumer Engagement ..........................................59 A New Industry Standard of Measuring Effectiveness and Efficiency of Customer Engagement ....................................................62 Summary ....................................................................................................68
Part II Dispatches from the Leading Edge of the New Marketing............................................................................69
Chapter 6 Integration of Technology and Marketing..............................71 From Backwater to Mainstream: Why IT Hasn’t Served Marketing Well to Date..........................................................................72 Transforming a Financial Services Brand with a New Marketing and Technology Platform..........................................78 Jim Garrity and Bob DeAngelis ..........................................................81
Chapter 7 Open Innovation and New Product Development Through Communities of Practice..............................................89 Larry Huston ............................................................................................90 Bill Veltrop................................................................................................97
Chapter 8 Brand Building Through Global Brand Growth..................99 “The Globalization of Jack” ................................................................101 Mike Keyes..............................................................................................102
Chapter 9 Growth Through Brand Portfolio and Risk Management............................................................................113 The Mission of the Brown-Forman Portfolio ..................................114 Super-Premium Margins: The Key to Portfolio Management ........115 The Portfolio Return on Investment from Brand Renovation ........116 The Scientific Method of Resource Allocation ................................117 Case in Point: Jack Daniel’s in China ................................................118 The Role of Leadership: Owsley Brown and Resource Allocation Modeling..............................................................................120 Brand Value ............................................................................................121 Business Process and Technology Are Key to Brand-Building Success ........................................................................122 The Role of the Marketing Function ................................................123
Chapter 10 Insights-Led Brand Building in Technology........................125 Peter Boland............................................................................................127 Summary..................................................................................................137
Chapter 11 Marketing Knowledge Centers..................................................139 What Is a Marketing Knowledge Center?........................................140 An MKC Can Help Solve Problems ..................................................141 What Is the Value of an MKC? ..........................................................142 Four Types of Marketing Knowledge ................................................142 How to Best Manage Knowledge ......................................................143 Focus: Gillette Global Marketing Resource Center........................145 Marci Sapers ............................................................................................145
Chapter 12 The New CMO ................................................................................153 The Marketing and IT Functions Merge: Chief Marketing Officer ..................................................................................153 Focus on Hyatt: Tom O’Toole ............................................................156
Part III How to Get It Done ........................................................................167
Chapter 13 Managing Information ..................................................................169 Streaming Marketing Information to Be Agile ..............................170 Collaboration and Continuous Improvement ..................................173 Knowledge and Information as Input................................................175 The Role of Technology in Facilitating the Capitalization of Knowledge..........................................................................................176 Summary..................................................................................................178
Chapter 14 Metrics and Building the Culture of Accountability ......179 The Culture of Accountability ............................................................181 The Attitude of Accountability ..........................................................181 For What Should Marketing Be Accountable?................................183 Measuring Marketing Results for ROI..............................................185 The Correlation Between Attitudes and Behavior Has Been Proven ....................................................................................186 How We Can Track Marketing’s Effect on Attitudes and Behavior ..........................................................................................187 New Technologies for Marketing Accountability ..........................187 Putting the New Marketing Accountability to Work ..................189 Influence Each Touch Point to Improve ROI ..................................190 Summary..................................................................................................192
Chapter 15 Communities of Practice for Consumer Connection and Open Innovation ....................................................................193 Larry Huston, COP Defined................................................................194 Partnership with the Consumer ..........................................................196 The Power of Cross-Functional Teams and COPs ..........................196 Mike Keyes, Communities of Practice: Taking Lynchburg on the Road ............................................................................................198 Building a Value Network ..................................................................199 Preserve Peasant Wisdom, Yet Break Down Walls ........................199 Mike Keyes, Rural Images ..................................................................200 The More Knowledge You Have, the More You Realize How Much More You Need to Know ..............................................200 Summary..................................................................................................200
Chapter 16 Empowering Change from the Top Down ..........................201 Tom Falk..................................................................................................202 Push Growth Boundaries Beyond Traditional Limits ....................203 Create the Ability to Develop and Apply Insights ........................205 Apply Positive Risk Management......................................................209 Get the Insights to Market Quickly ..................................................210 Leading the Way to Breakthrough Growth......................................211 What Our Readers Are SayingBe the first to add a comment for a chance to win!Product Details
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