How to Innovate in Marketing (Collection) (2nd Edition) (FT Press Delivers Collections) by Reece, Monique -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Page Table of Contents Making Innovation Work: How to Manage It, Measure It, and Profit from It, Updated Edition

MIW’s Formula for Success New Perspectives Emerging from Recent Experience Conclusion Endnotes

Introduction

Objective of This Book

1. Driving Success: How You Innovate Determines What You Innovate

Innovation Is the Power to Redefine the Industry The Innovation Imperative: Driving Long-Term Growth in Top and Bottom Lines How to Make Innovation Work: How You Innovate Determines What You Innovate The Rules of Innovation Summary: The Innovation Company

2. Mapping Innovation: What Is Innovation and How Do You Leverage It?

A New Model of Strategic Innovation Business Model Change Technology Change Three Types of Innovation Innovation Model and the Innovation Rules

3. Choosing Your Destiny: How to Design a Winning Innovation Strategy

Choosing the Right Strategy Play to Win and Play Not to Lose Strategies Too Much of a Good Thing Clearly Defined Innovation Strategy Drives Change Do You Select an Innovation Strategy? Risk Management and Innovation Strategy Innovation Strategy: The Case of the Pharmaceutical Industry Strategy and the Innovation Rules

4. Organizing for Innovation: How to Structure a Company for Innovation

Organizing for Innovation Developing an Internal Marketplace for Innovation Outsourcing Innovation Integrating Innovation within the Organization The Leadership Role Organization and the Innovation Rules

5. Management Systems: Designing the Process of Innovation

Systems and Processes Make Things Happen The Objectives of Well-Designed Innovation Systems Choosing and Designing Innovation Systems Management Systems Comparison Electronic Collaboration Management Systems and the Innovation Rules

6. Illuminating the Pathway: How to Measure Innovation

To Measure or Not to Measure? A Balanced Scorecard for Measuring Innovation Designing and Implementing Innovation Measurement Systems The Barriers to Effective Performance Measurement Measurement and the Innovation Rules

7. Rewarding Innovation: How to Design Incentives to Support Innovation

The Importance of Incentives and Rewards Motivation A Framework for Incentive Systems’ Design Setting Goals for Measuring Performance Performance Evaluation and Incentive Contracts Incentive Contracts Key Considerations in Designing Incentives Systems for Innovation Incentives and Rewards, and the Innovation Rules

8. Learning Innovation: How Do Organizations Become Better at Innovating?

The Importance of Learning A Model of Learning Learning Systems for Innovation How to Make Learning Work in Your Organization The Dynamic Nature of Innovation Strategy Learning and the Innovation Rules

9. Cultivating Innovation: How to Design a Winning Culture

How Culture Affects Innovation Is Innovation the New Religion? The Danger of Success Organizational Levers of an Innovative Culture Different Country Cultures Breed Different Innovation Cultures People and Innovation The Role of Senior Management Culture and the Innovation Rules

10. Conclusion: Applying the Innovation Rules to Your Organization

Combining Creativity with Commercial Savvy Smart Execution The Role of Leadership Diagnostics and Action Organizing Initiatives Generating Innovation Value

Endnotes

Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10

Bibliography Additions to Bibliography for Updated Edition Index

Real-Time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution

Copyright Page Dedication Page Praise for Real Time Marketing for Business Growth Foreword Acknowledgments About the Author Introduction

Imagine A New Way of Marketing...... Decision-Making Framework

Section I. Purpose: Define Your Purpose

1. What Is Purpose and Why Is It Important?

Purpose-Driven Companies Make Higher Profits Create Raving Fans When Employees Leave at Night, So Does Your Business Company Purpose: Intentional or Dysfunctional?

2. A Mission Statement Answers “Why Do We Exist?”

RedShift Framing Mission Statement Clinic Service Corporation Mission Statement Does Your Mission Statement Inspire?

3. Create a Compelling Vision

Tell a Story

4. Core Values Drive Behavior

Make It Personal

5. The “C” Word

What Do Pizza and Shoes Have in Common? Committable Core Values Zappos Core Values Zappos Core Values

6. How The Ritz-Carlton Creates and Sustains a High-Performance Culture

How The Ritz-Carlton Mystique Works What Can 15 Minutes a Day Do for Your Company? The Transformation to Passionate Advocacy

7. Defining Core Values

Defining Corporate Values

8. Game Changers

Purpose-Driven Companies Are More Profitable New Belgium Brewing: Passionate About Purpose, People, Sustainabilty, and of Course, Beer New Belgium Brewing Purpose Statement A Strong Internal Brand Equals a Powerful External Brand “Just Do It” Campaign Among Bedbury’s Accomplishments

9. Do What You Love and the Money Will Follow

A New Wave of Entrepreneurship

10. Measurable Goals Drive Success

The Balanced Scorecard Goal Framework Goal Categories

11. Situation Analysis and SWOT Analysis

Situation Analysis SWOT Analysis Summary P • R • A • I • S • E™ Marketing Process Summary: Section I

Section II. Research: Market Opportunity

12. The Biggest Mistake Entrepreneurs Make

Know What You Don’t Know

13. A Micro to Macro Process

Goals of a Research Plan

14. Micro Perspective: Focus on High-Value Customers

The Most Powerful (and Easiest) Way to Improve Profitability Existing Customer Analysis and Segmentation

15. Love Your Loyal Customers

How Do You Measure Loyalty? Measure Customer Profitability and CLV Building Customer Loyalty Measure Customer Delight, Not Satisfaction Net Promoter Score Intuit: How the Best Get Better

16. 1:1 Marketing: Treat Different Customers Differently

Make Customers the Center of Your Universe

17. Marketing’s Secret Weapon

Customer-Focused Culture at OrangeGlo Tips to Create a Customer-Centric Culture

18. Create Unique Customer Experiences

Customers for Life

19. Customer Experience: The Dark Side

Customer Experience: The Dark Side Why Consumers Are Skeptical Live By the Golden Rule Customer Service Gone Bad

20. Why Do Customers Buy?

Why People Buy Action

21. Real-Time Customer Research 22. Macro Perspective: Get the Big Picture

Market Segmentation and Target Marketing Identifying Target Market Segments Business-to-Business (B2B) Target Markets

23. Market Segmentation for the Twenty-First Century

Clayton Christensen on Market Segmentation Why Is Your Product or Service Hired?

24. Zeroing in on Consumer Target Markets 25. Forecasting Demand

Forecasting Believable and Realistic Demand (Not What You Think a VC Wants to See)

26. Competition: Keep Your Friends Close and Your Enemies Closer

Observe and Learn Competitive Information Sources

27. Anticipate the Unexpected: Research Macro-Environmental Factors

Macro-Environmental Factors Seize Advantage in a Downturn Summarize the Secondary Research Plan

28. Get Smart: Talk to Your Customers

Developing Your Primary Research Plan Tips for Creating a Customer Survey Online Survey Tools

29. Social Media and Online Tools Enable Real-Time Research

News Aggregators Using Social Media for Real-Time Research Social Networking and Bookmarking Tools and Gadgets Blogs Analysts Track Trends and Make Sense of Them P • R • A • I • S • E™ Marketing Process Summary: Section II

Section III. Analyze: Growth and Profit Potential

30. Business Expansion: Vulnerable or Poised for Growth?

Complementary Products and Services

31. Substitute Products and Services 32. Disrupt and Innovate

Finding New Value Finding New Value: Part I

33. Finding New Value: Part Deux

Broaden the Buyers Create Customer Experiences Tap into Trends Distinctive Delivery Imagine and Innovate Finding New Value: Part II Summary

34. Pricing Strategy and Objectives

Mapping Customer Value to Pricing Strategy Training Industry Example

35. Analyze Price and Profitability by Product and Service

Revenue/Cost Analysis Worksheet

36. Distribution and Channel Sales Strategy

Choose the Right Channels Channel Considerations

37. Formula for Success: Real-Time Channel Development

Real-Time Channel Development

38. Analyzing and Selecting Channels

Avoid Channel Conflict Channel Checklist: Devil’s in the Details

39. Strategic Alliances and Partnerships

Strategic Alliance and Partnership Success Factors Channel Mapping P • R • A • I • S • E™ Marketing Process Summary: Section III

Section IV. Strategize: Growth Opportunities

40. What Is Strategy?

Strategy Process

41. A Framework and Process for Strategy Development 42. Target Market Strategies

Rich, Niche Markets Mass Market Penetration Attract Early Adopters, Maximize Profits Market Penetration Strategy Requires Innovation

43. Positioning Strategy

Types of Positioning Create a Positioning Statement Characteristics of Successful Positioning

44. What Is Your Brand Worth?

Personify Your Brand Results of Strong Brand Equity

45. Design Your Brand Personality and Essence

Moser: Brand Roadmap Can Drive Company’s Marketing

46. Customer Strategies

Customer Loyalty Objectives and Strategies

47. Listen and Respond

Emotion Is Viral

48. Customers Are Your Best Advisors 49. Customers Are Cocreaters

The $1 Million Prize Customer Engagement: A New Business Model

50. Product and Service Strategy

Product Life Cycle Stages Are You a Pioneer or a Follower?

51. Product Differentiation

Method Products Make a Clean Sweep in Product Category Design with a Purpose

52. Competitive Strategies

Pick Your Battle Position The Downside of Winning

53. Growth Strategies

Acquisition Strategic Alliances and Partnerships New Distribution Channels New Markets Adobe Makes Lemonade Out of Lemons New Customers New Products

54. Innovation Strategies

Innovation Models

55. The Long Tail

New Revenue Streams and Business Models

56. Nurture a Culture of Innovation

Three Versus Drive Innovation and Growth Kumar: Differentiate Company Marketing with Three Vs

57. Sales Strategy and Plan

Sales Strategy and Plan

58. Marketing Objectives Drive Strategy 59. The Art and Science of Developing Strategy

Strategy Integration A Final Word P • R • A • I • S • E™ Marketing Process Summary: Section IV

Section V. Implement: Traditional and New Media

60. The State of Marketing Today

Changes in Latitudes, Changes in Attitudes Facts, Stats, and Key Trends Key Trends Driving Marketing Expert Discusses How to Measure Marketing Part I. Social Media, Digital Media, and Personal Communication Tactics

61. Digital Base Camp: Create a Great Web Site

Design for User Experience Make Your Web Site Interactive and Targeted Integrated Technologies Deliver Better Customer Service Provide Value For Free

62. Search Engine Marketing (SEM) and Optimization

Optimize Your Web Site

63. Online Advertising

Display Advertising Sponsorships and Affiliate Advertising Ad Exchanges

64. Email Marketing 65. Mobility Marketing

Widgets, Gadgets, and Mobile Applications A Growing Tidal Wave of Opportunity How Companies Use Mobile Phones to Drive Business

66. Social Media: Build Your Brand and Connect with Customers

A Shift of Power The Real Value of Social Media Social Media Principles

67. What We Know So Far: Surprising Statistics

Business Results from Social Media

68. Measuring the Effectiveness of Social Media

Operationalize Social Media

69. Social Media Networks

LinkedIn Facebook Twitter How to Use Twitter as a Twool Social Bookmarking Sites

70. The Blogosphere

Getting Started

71. Social Media Strategy and Planning Guide

Social Media Strategy

72. Word of Mouth: Viral Marketing and Buzz

Stunts and Pranksters Historical Milestone Viral Marketing: A Case Study from Obama

73. Public Relations

What’s New, Who Cares? The Mechanics Marketing and Sales Program ROI Analysis Part II. Create a Tactical Plan with Execution Built-In

74. Make Marketing Measurable

Individual Tactics Description

75. Implementation Calendar and Budget

Implement Summary: Section V

Section VI. Execute and Evaluate: Create a Culture of Execution

76. The Problem with Marketing

How to Fix the Biggest Problems in Sales and Marketing

77. Asset-Based Marketing Measurement

Holistic Marketing Measurement Key Performance Measures

78. Evaluate: What Is Measured Improves

Purpose Research Analyze Implement Strategize Evaluate and Execute

79. ROI Optimizer™: Increase the Effectiveness of How Marketing Is Measured

ROI Optimizer™ Process Top-Down and Bottom-Up Analysis Demand Chain Optimization

80. The Balanced Scorecard

What Is Measured Improves

81. The Art and Science of Execution

Former GE Chief Shares His Thoughts on Management Trends

82. Real-Time Marketing Planning 83. Create a Culture of Execution

Culture Rules! 10 Principles to Drive Business Success... and Have More Fun 1. It’s the Economics, Stupid 2. Walk the Talk 3. Integrity, Accountability, and Trust 4. Create a Compelling Vision 5. Product Myopia Is the Death Spiral 6. Love Is the Killer App 7. Feedback Is the Breakfast of Champions 8. Relentless Communication 9. Link Planning to Operations 10. Marketing Is Not a Department: It’s a State of Mind Evaluate and Execute Summary: Section VI

84. Now It’s Up to You

Endnotes Workshops and Training Programs

Personal Training and Coaching Corporate Training and Workshops Speaking

Real-Time Marketing for Business Growth Free Resources and Tools

Real-Time Marketing for Business Growth Book Resources Social Media Strategy and Planning Guide Research Resources Guide Articles, Tools, Templates, and Products MarketSmarter Blog and Newsletter Business Coaching

Appendix. Marketing Plan Template

I. Purpose II. Research III. Analyze IV. Strategize V. Implement VI. Execute and Evaluate Index

Financial Times Press

Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First

Recognize Any of These? What Does This Mean to You? Move Out of the Way, or Jump on the Bullet Train Why Should You Listen to Me? How to Use This Book Tas Tip FAQs

Chapter 1. The Mindset Shift: From Web 2.0 to Web 3.0

What Is Web 2.0? The Limitations of Web 2.0 What Is Web 3.0 Marketing?

Chapter 2. Are You Ready for Web 3.0 Marketing?

How Web 3.0 Marketing Will Affect Your Business, Your Company, and Your Life Conducting a 360-Degree Review of Your Web Platform and Marketing Efforts Investing in New and Additional Technology The Top Five Things You Need to Do to Master and Prepare for the Web 3.0 Wave

Chapter 3. Content Marketing: Understanding and Capitalizing on the Drastic Shift Taking Place

The Content-Delivery Change Taking Place From Blogging to Microblogging Tas Tip Twitter and How It’s Changing the World How to Get a Massive Number of Twitter Followers Tas Tip Advanced Twitter-Building Tactics and Other Twitter Tools

Chapter 4. Mobile Marketing: Tapping into Billions of Cellphone Users

What Is Mobile Marketing? A World Run on BlackBerrys, iPhones, and Mobile Devices How to Implement Mobile Marketing

Chapter 5. Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe

The Basics of Virtual Reality World Communities How to Leverage the Trend Virtual Trade Shows and Events Tas Tip Virtual-Reality-World Banner Ads

Chapter 6. Video Marketing: Taking Video to the Next Level

The Video Craze Tas Tip Shifting from YouTube to Ustream and Beyond Tas Tip Tas Tip Internet TV The Flip Video Craze

Chapter 7. Web Applications: How to Effectively Use Apps in Your Marketing

What Are Web Apps? Tas Tip Apps for Personal and General Business Use Using Apps in Web 3.0 Marketing

Chapter 8. Open-Source Code: How to Find and Use Others’ Hard Work for Maximum Impact

What Is Open-Source Code? Using Open-Source Code Tas Tip

Chapter 9. Collaboration: Connecting and Sharing Data at Lightning-Speed Paces

Google Apps Tas Tip How You Can Leverage Collaboration Tools Tas Tip

Chapter 10. Web 3.0 Companies

Company: Amazon Company: Zappos Company: Salesforce.com Company: Cisco

Chapter 11. Your Action Plan: Putting It All Together and Taking Action

Your Action Plan for the Next Three to Six Months and Beyond Tas Tip Tas Tip Final Thoughts on the Evolution of the Web

Conclusion: The Art of Giving Back Some of My Favorite Charities How to Start Giving Back Index Financial Times Press

Six Rules for Brand Revitalization: Learn How Companies Like McDonald’s Can Re-Energize Their Brands

Copyright Page Dedication Page Acknowledgments About the Authors Preface Introduction to the Rules and the Rules-Based Practices Chapter 1 Background to the Turnaround

Big Brand in Big Trouble What Went Wrong? Ray Kroc’s Vision Chain of Supply The Opening Salvo What’s Going On? Our Leading Edge: Our Leaders The Plan to Win Brand Power Summary

Chapter 2 The Six Rules of Revitalization

Branding Is Not the Same As Advertising A Brand Versus a Product or Service The Six Rules Rule #1: Refocus the Organization Rule #2: Restore Brand Relevance Rule #3: Reinvent the Brand Experience Rule #4: Reinforce a Results Culture Rule #5: Rebuild Brand Trust Rule #6: Realize Global Alignment

Chapter 3 Rule #1: Refocus the Organization

Brand Purpose The McDonald’s Brand Purpose The Value Equation Financial Discipline Operational Excellence Leadership Marketing The Do’s and Don’ts of Refocusing the Organization

Chapter 4 Rule #2: Restore Brand Relevance

Thorough Knowledge of the Marketplace Understanding the Market Segmentation Needs-Based Segmentation Profiles Prioritizing the Markets Synthesis Versus Analysis Prioritize, Prioritize Leadership Marketing McDonald’s Segmentation What Is the Brand Promise? Brand Pyramid Brand Essence Paradox Promise McDonald’s Paradox Promise The Do’s and Don’ts of Restoring Relevance

Chapter 5 Rule #3: Reinvent the Brand Experience

People Product Place Price Promotion Conclusion The Do’s and Don’ts of Reinventing the Brand Experience

Chapter 6 Rule #4: Reinforce a Results Culture

All Growth Is Not Equally Valuable Balanced Brand-Business Scorecard The Do’s and Don’ts of Creating a Results Culture

Chapter 7 Rule #5: Rebuild Brand Trust

Crisis of Credibility Five Principles of Trust Building You Are What You Do Lead the Debate; Don’t Hide from It The Arrow Is Aimed at Fast Food Openness Is an Opportunity Trusted Messages Must Come from a Trustworthy Source Good Citizenship Pays The Do’s and Don’ts of Rebuilding Trust

Chapter 8 Rule #6: Realize Global Alignment

Alignment Freedom Within a Framework Internal Marketing Is a Must The Do’s and Don’ts of Realizing Global Alignment

Chapter 9 Realizing Global Alignment: Creating a Plan to Win

The Three Sections of the Plan to Win KIDDO Garden Foods Step One: Brand Direction—Articulating the Brand Purpose and Brand Promise Step Two: Creating the Five Action Ps Step Three: Performance Measures Implications of a Plan to Win The Do’s and Don’ts of Creating a Plan to Win

Chapter 10 Do the Six Rules of Revitalization Work?

Moving Forward Summary: Brand Revitalization

Index

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