First Friday Book Synopsis

JULY 1, 2011

Marketing to Women: How to Understand, Reach, and Increase Your Share of the Largest Market Segment Marti Barletta Kaplan Business (2002) How to Succeed in the World’s Largest Market Segment In this uniquely informative volume, Barletta answers three separate but related questions: “What makes women a worthwhile market?”, “Why market differently (..)

Market Segmentation 80

Market Segmentation Kaplan Marketing Review 80

Harvard Business Review

MARCH 24, 2023

As the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments.

Marketing Mix 18

Marketing Mix Marketing Company Advertising 18

Tanveer Naseer

JANUARY 12, 2016

When organizations were hidden behind opaque operational fronts and top-down, one-way marketing, a leader was expected to play the role of an omnipotent god. Marketing became part of a broader, social media dialogue taking place between a brand and its customers. Without it all social media marketing efforts are doomed to fail.

Organization 100

Organization Leadership Media Marketing Mix 100

Women on Business

JANUARY 15, 2011

Since then, I have had more and more discussions with my clients about their pricing strategies and being squeezed in this market. So I’ve spent some time exploring best practices and considering what we should recommend in this market. By Barbara Weaver Smith I first published this discussion six months ao.

Price 133

Price Press Release Discount PR 133

Rapid BI

APRIL 7, 2016

In 2016 it is a key part of the marketing mix. Most smaller businesses have a web presence of some kind. We have to. But is it secure? Would you trust a stranger with access to your bank account? Internet security for small businesses I like to think that I am security conscious. I am […].

Banking 28

Banking Marketing Mix Marketing Management 28

Women's Leadership Exchange

DECEMBER 2, 2010

After attending the Women's Leadership Exchange Conference in NYC this week - yes, our very own conference - I heard enough from experts and REAL business owners to know that social media marketing is a critical part of the integrated marketing strategy. It needs to be added to the marketing mix like advertising and PR.

Media 77

Media Conference Marketing Mix PR 77

Strategy Driven

JANUARY 7, 2011

Headquartered in Atlanta, Georgia, Everspark Interactive was founded in June 2009 by internationally-known Search Engine Optimization (SEO) expert, Jason Hennessey and 20-year marketing veteran, Chris Watson. Call to Action – Think of each video as it’s own marketing / pr / advertising campaign. What do you want your viewer to do?

Video 50

Video Marketing Mix Press Release Engineering 50

Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Avery explains that it is also referred to by its acronym, MROI, or as return on marketing investment (ROMI).

ROI 8

ROI Marketing Marketing Mix Short-term 8

Harvard Business Review

AUGUST 22, 2012

There's a new battleground, though: With around 300 million Chinese using social media platforms — more than those in any other country — websites like QZone and Sina Weibo have now become critical to the marketing mix. Most marketers are therefore trying to engage with the increasingly affluent social media user.

Media 15

Media Marketing Sample Brand 15

Harvard Business Review

JULY 15, 2014

Given how fashionable storytelling is today, you’d think every market-centered company would have a person like this on staff to manage the collective memory of its brand. Given the skills and span of responsibility required, this function should sit in the marketing department. The New Marketing Organization. Marketing'

Marketing 10

Marketing Storytelling Brand Marketing Mix 10

Harvard Business Review

MARCH 14, 2013

One of the Amazon reviewers, 'Greg' , said lovely, positive things about the book, but ranked it a 4 because: "I seriously question whether this is a strategy book or a marketing book. belong to marketing.". In his head, I am sure Greg has a definition of marketing and the book reflects his definition of marketing.

Marketing 8

Marketing Strategy Company Definition 8

Harvard Business Review

MAY 9, 2013

You can''t throw a marketer down a flight of stairs these days without hearing terms like real-time bidding, big data, retargeting and native advertising tumbling off of his tongue. It''s beginning to make social media, mobile marketing and plain-old digital advertising seem somewhat antiquated. Advertising Internet Marketing'

Media 8

Media Marketing Advertising Marketing Mix 8

Harvard Business Review

AUGUST 15, 2012

Despite the explosion of social media, few sales reps and marketing people are using it effectively. A recent survey by BtoB magazine found that only 5% of B2B marketers said social media was a "fairly mature and well optimized" part of their marketing mix.

Webinar 14

Webinar B2B Marketing Mix Maturity 14

Strategy Driven

NOVEMBER 29, 2010

If you’re using the same old marketing strategies today because they brought in business in years past, you’re in danger of being pummeled by your competition. Combine social media with traditional marketing techniques for breakthrough results! Perfect your marketing mix and win with …And the Clients Went Wild!

Wilde 62

Wilde Tactics Advertising Brand 62

Harvard Business Review

MARCH 18, 2013

The creation of a successful advertising or marketing campaign requires a tricky formula. Read on for their answers: Christa Carone - Chief Marketing Officer, Xerox Corporation. The challenge we're seeing is that "paid" is no longer the hero in the marketing mix.

Advertising 8

Advertising Marketing Storytelling Brand 8

Strategy Driven

FEBRUARY 7, 2011

gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals. Combine social media with traditional marketing techniques for breakthrough results! And the Clients Went Wild!

Wilde 50

Wilde Newsletter Marketing Motivation 50

Deming Institute

FEBRUARY 15, 2016

Marketing mix. 6 Sigma Statistical tools to analyze Market data BCG matrix. Customers. 1) Create constancy of purpose. 9) Value your customer by taking care of the 5 keys that will make him happy: product, user, due care, customer services and personnel). Voice of the customer. Lean startup MVP. Processes.

Deming 28

Deming SWOT Root Cause Analysis TRIZ 28

Strategy Driven

DECEMBER 6, 2010

gives you the tools to take an eclectic approach to your marketing, and pick the best, most wildly successful marketing methods – traditional, online, or both — to win at achieving your marketing goals. Combine social media with traditional marketing techniques for breakthrough results! And the Clients Went Wild!

Wilde 50

Wilde Real Estate Discount Advertising 50

Harvard Business Review

AUGUST 9, 2016

All this means it takes marketers too long to get important information that could make a real difference to the customer experience—and the bottom line. Read more from Google Analytics 360 Suite: Rethinking Marketing Measurement from the Ground Up. Marketing Analytics Can Improve the Customer Experience.

Survey 8

Survey Content Marketing Marketing Mix 8

Harvard Business Review

MARCH 5, 2012

They spend their time sighting targets (through customer segmentation), calibrating trajectories (by optimizing marketing mix), loading ammunition (with messages and offers), firing their weapons (with marketing campaigns), and celebrating successful strikes (from sales). Their mantra is test and learn.

Brand 14

Brand Customer Loyalty Marketing Mix Media 14

Harvard Business Review

APRIL 23, 2012

When a consumer product company wants to know how a new product or new marketing campaign will perform, it doesn't rely solely on traditional market research surveys. It goes to test markets. It also provides the test bed for optimizing the marketing mix to support the full-scale launch.

Business Model 14

Business Model Marketing Mix Retail Entrepreneur 14

Harvard Business Review

OCTOBER 19, 2015

When your team reviews web analytics in your monthly marketing meeting, the person in charge of analytics reports says, “We got 123,456 visitors to our website this month.” By doing so you can make better decisions about how to leverage your limited marketing resources. Referral traffic from PR or content marketing.

Metrics 8

Metrics Disaggregation Real Estate Kahneman 8

Harvard Business Review

JUNE 20, 2014

But she also realized that the company needed to develop greater marketing muscle to drive a commercial transformation. As she put it, “Our markets are going through dynamic change. It must be marketing. And she put marketing in charge of an organization-wide growth program. Who should lead our transformation?

CEO 8

CEO Marketing Hotels Long-term 8

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. But if you want to truly be disruptive, it’s time to rethink owned media and make it a more strategic part of your marketing mix.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

APRIL 26, 2011

Good designers can act as a translator between functional silos as different as supply chain, marketing and R&D. But again, good designers' ability to "make it real" can help resolve contradictions and find highest common denominator compromises, helping the (innovation/ marketing) process more forward. Action: They Keep Going.

Supply Chain 16

Supply Chain Marketing Mix Simon Innovation 16

Harvard Business Review

AUGUST 21, 2014

Their economics greatly resemble those of mail order catalogs—in fact, many e-commerce businesses continue to use catalogs in their marketing mix—and they aren’t all favorable. Still, market maturation often forces sustained expenditures just to hold ground. in operating margins over the past three years.

Retail 8

Retail Price Forrester Merchandising 8

Strategy Driven

NOVEMBER 13, 2019

it’s because they have crafted an impeccable marketing communication strategy. Marketing communication strategy is a broad term that covers so many small aspects. However, you should not miss out on the following must-haves while designing a marketing communication plan for your company. Pick the right marketing mix.

Marketing 11

Marketing USP Strategy Audience 11

Harvard Business Review

JULY 24, 2015

Many authors appreciate the turnkey services publishers provide such as distribution, design, marketing, foreign rights sales, and editing. It’s become accepted wisdom among authors that you are responsible for publicizing your book (and that it’s a terrible mistake to rely solely on your publisher to market it for you).

Short-term 8

Short-term Long-term Audience Brand 8

Harvard Business Review

DECEMBER 24, 2015

But social media marketing can offer B2B marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customizing sales messages and enhancing their company’s reputation. Instead of ignoring social efforts, they need to engage.

B2B 8

B2B Media B2C Marketing 8

Harvard Business Review

APRIL 1, 2013

What marketers seem to be missing is that Boomer women are actually outspending younger generations online — and not on the products that might come to mind when you picture the 50+ set. I began working in digital marketing to women when I was 22.

Marketing 9

Marketing Freedman Forrester Fashion 9

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

APRIL 30, 2013

As Chief Marketing Officer Paul Matsen told me, "We use enterprise-wide standards. There is one marketing communications team, and we work across all our institutes, such as heart and vascular, or cancer. Another example at Cleveland Clinic is in search engine marketing.

Operations 8

Operations Customer Intimacy Supply Chain Wiersema 8

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business."

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business."

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

AUGUST 14, 2012

Marketing mix portfolio modeling. Attrition modeling (and taking the necessary actions to avoid it). Predictive models for customer service episodes. Single customer data warehouse with all touchpoints. Adaptive customer profiling (qualitative and quantitative). Loyalty and lifetime value-based pricing.

Objective 12

Objective Attrition Workshop Retail 12

Harvard Business Review

MAY 23, 2012

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. How should you market differently? Then, apply different expectations to those two groups and market differently to them. How should you market differently?

Aaker 20

Aaker Brand Marketing Mix Marketing 20