Creating a Marketing Plan: An Overview

Review Creating a Marketing Plan: An Overview Books

Creating a Marketing Plan: An Overview Overview

Effective marketing cannot begin without an effective marketing plan. The marketing plan serves to define the opportunity, the strategy, the budget, and the expected results of product sales. In this chapter, the individual elements that comprise the plan are introduced, as are details on how to implement adequate research in considering each decision therein. This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit.

Creating a Marketing Plan: An Overview Specifications

Effective marketing cannot begin without an effective marketing plan. The marketing plan serves to define the opportunity, the strategy, the budget, and the expected results of product sales. In this chapter, the individual elements that comprise the plan are introduced, as are details on how to implement adequate research in considering each decision therein. This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit.

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*** Product Information and Review : Nov 18, 2011 22:00:15

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Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series)

Review Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) Books

Inbound Marketing: Get Found Using Google, Social Media, and Blogs (New Rules Social Media Series) Overview

Stop pushing your message out and start pulling your customers in

Traditional "outbound" marketing methods like cold-calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc. People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online.

Inbound Marketing is a how-to guide to getting found via Google, the blogosphere, and social media sites.

    • Improve your rankings in Google to get more traffic
    • Build and promote a blog for your business
    • Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
    • Measure what matters and do more of what works online

The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.

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*** Product Information and Review : Nov 05, 2011 06:30:06

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The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses)

Review The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses) Books

The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses) Overview

A crash course on the most dynamic marketing platform today!

Online marketing has evolved far beyond flashy websites and banner ads shouting at customers about your product. It's about using an array of Internet tools to build credibility and visibility, spread your message, and form meaningful customer relationships.

The McGraw-Hill 36-Hour Course: Online Marketing puts you on the fast track to harnessing the power of the Web for your marketing goals. It begins with planning and building a website and then provides in-depth coverage of essential online marketing tools and techniques, such as:

• Content marketing and blogging
• Social media marketing
• Web analytics
• Search Engine Optimization (SEO )
• E-mail marketing
• Online Public Relations
• Earn a Certificate of Achievement Through A Free Online Examination!

The McGraw-Hill 36 Hour Course: Online Marketing spells it all out in easy-to-understand terms and actionable steps. You’re already on your way to Web marketing mastery!

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*** Product Information and Review : Oct 31, 2011 14:00:08

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KnowThis: Marketing Basics

Review KnowThis: Marketing Basics Books

KnowThis: Marketing Basics Overview

KnowThis: Marketing Basics offers detailed coverage of essential marketing concepts. This very affordable book is written by a marketing professor and covers the same ground as much more expensive books while offering its own unique insights. The book takes a highly applied approach including offering over 100 real-world examples and is ideal for marketing professionals, students and anyone else who needs to know about marketing. Supported by KnowThis.com, a leading marketing resource. Contents: 1: What is Marketing? 2: Marketing Research 3: Managing Customers 4: Understanding Customers 5: Targeting Markets 6: Product Decisions 7: Managing Products 8: Distribution Decisions 9: Retailing 10: Wholesaling & Product Movement 11: Promotion Decisions 12: Advertising 13: Managing the Advertising Campaign 14: Sales Promotion 15: Public Relations 16: Personal Selling 17: Pricing Decisions 18: Setting Price 19: Managing External Forces 20: Marketing Planning & Strategy

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*** Product Information and Review : Oct 12, 2011 17:54:12

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Mobile Marketing Playbook

Review Mobile Marketing Playbook Books

Mobile Marketing Playbook Overview

Is this the Year of Mobile? For over a decade this proclamation has turned out to be premature, giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers.

To help guide marketers during this exciting time of transition, we’ve published the Mobile Marketing Playbook. Our comprehensive strategic report aims to help marketers evaluate the opportunities available, determine which ones are best for their brands and develop a strategy following best practices for achieving success in mobile marketing.

Specifically, the aim of the Mobile Marketing Playbook is to help marketers:
• Work within a framework for establishing a set of clear objectives for their mobile marketing strategy
• Move beyond the checklist approach with a filter for evaluating the myriad of opportunities within mobile
• Think of ways to use mobile to merge online and offline strategies, as a hub that bridges the gap
• Encourage a dialogue about what matters in mobile now, and what’s ahead for this new and exciting medium

In addition to leveraging the insights from members of the 360i mobile marketing team, the Playbook also includes guest commentary by industry luminaries Noah Elkin (Senior Analyst at eMarketer), Mickey Alam Khan (Editor in Chief at Mobile Marketer), Valerie Brown (Director of Consumer Marketing at Bravo) and Naoki Muramatsu (VP, Digital Business Development of Dentsu Holdings USA).

Mobile Marketing Playbook Specifications

Is this the Year of Mobile? For over a decade this proclamation has turned out to be premature, giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers.

To help guide marketers during this exciting time of transition, we’ve published the Mobile Marketing Playbook. Our comprehensive strategic report aims to help marketers evaluate the opportunities available, determine which ones are best for their brands and develop a strategy following best practices for achieving success in mobile marketing.

Specifically, the aim of the Mobile Marketing Playbook is to help marketers:
• Work within a framework for establishing a set of clear objectives for their mobile marketing strategy
• Move beyond the checklist approach with a filter for evaluating the myriad of opportunities within mobile
• Think of ways to use mobile to merge online and offline strategies, as a hub that bridges the gap
• Encourage a dialogue about what matters in mobile now, and what’s ahead for this new and exciting medium

In addition to leveraging the insights from members of the 360i mobile marketing team, the Playbook also includes guest commentary by industry luminaries Noah Elkin (Senior Analyst at eMarketer), Mickey Alam Khan (Editor in Chief at Mobile Marketer), Valerie Brown (Director of Consumer Marketing at Bravo) and Naoki Muramatsu (VP, Digital Business Development of Dentsu Holdings USA).

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*** Product Information and Review : Oct 08, 2011 07:27:05

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Principles of Marketing, 12th Edition

Review Principles of Marketing, 12th Edition Books

Principles of Marketing, 12th Edition Overview

The 12^th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

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*** Product Information and Review : Oct 02, 2011 00:36:05

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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

Review Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know Books

Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know Overview

Praise for Data-Driven Marketing

"To paraphrase the old adage: 'Half of marketing dollars are effective, we just don't know which half!' This book changes the marketing game so you'll really know what's working and what's not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability."
—John M. Boushy, former CEO, Ameristar Casinos, Inc.

"A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines."
—Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy

"Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing."
—David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont

"Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about—and wants to improve upon—the science of their craft."
—Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse

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*** Product Information and Review : Sep 26, 2011 05:00:26

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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition)

Review Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition) Books

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition) Overview

This is the eBook version of the printed book.

The Definitive Guide to the New State-of-the-Art in Marketing Metrics

 

Marketing Metrics, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.

 

The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.

This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make.

 

Choose the right metric for every marketing challenge

Understand the full spectrum of marketing metrics: pros, cons, nuances, and application

 

Gain a deep and thorough understanding of marketing profitability

Quantify the profitability of products, customers, channels, and marketing initiatives

 

Assess web and social media effectiveness, accurately and in detail

Measure everything from “bounce rates” to the growth of your web communities

 

Link marketing to your enterprise financial metrics

Understand your true return on marketing investment--and enhance it

 

This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

 

You’ll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and use powerful new modeling techniques to optimize every decision you make. In this second edition the authors expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.

 

•  Strategy + Business “Best Books in Marketing” award winner—now fully updated!

•  30% more coverage: from social media and brand equity to modeling for better decision-making

•  Covers promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, dashboards, and much more

 

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition) Specifications

This is the eBook version of the printed book.

The Definitive Guide to the New State-of-the-Art in Marketing Metrics

 

Marketing Metrics, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.

 

The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.

This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make.

 

Choose the right metric for every marketing challenge

Understand the full spectrum of marketing metrics: pros, cons, nuances, and application

 

Gain a deep and thorough understanding of marketing profitability

Quantify the profitability of products, customers, channels, and marketing initiatives

 

Assess web and social media effectiveness, accurately and in detail

Measure everything from “bounce rates” to the growth of your web communities

 

Link marketing to your enterprise financial metrics

Understand your true return on marketing investment--and enhance it

 

This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

 

You’ll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and use powerful new modeling techniques to optimize every decision you make. In this second edition the authors expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.

 

•  Strategy + Business “Best Books in Marketing” award winner—now fully updated!

•  30% more coverage: from social media and brand equity to modeling for better decision-making

•  Covers promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, dashboards, and much more

 

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*** Product Information and Review : Sep 25, 2011 16:54:11

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MKTG 4 (with Marketing CourseMate with eBook Printed Access Card)

Review MKTG 4 (with Marketing CourseMate with eBook Printed Access Card) Books

MKTG 4 (with Marketing CourseMate with eBook Printed Access Card) Overview

Created through a "student-tested, faculty-approved" review process with over 200 students and faculty, MKTG 2010, Student Edition, is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners.

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*** Product Information and Review : Sep 15, 2011 09:21:26

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Marketing Management (14th Edition)

Review Marketing Management (14th Edition) Books

Marketing Management (14th Edition) Overview

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

 

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

 

Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.

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*** Product Information and Review : Aug 27, 2011 09:15:09

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M: Marketing with Premium Content Access Card

Review M: Marketing with Premium Content Access Card Books

M: Marketing with Premium Content Access Card Overview

M: Marketing 2e is the newest principles of marketing textbook from Dhruv Grewal and Michael Levy, and was created with students' and professors' needs in mind.

• Students receive a cost-effective, easy to read, focused text complete with study resources (both print and online) to help them review for tests and apply chapter concepts.
• Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students.
• Online gradable assignments are provided to utilize the power of the web, making projects more fun for students and automatically grade materials to support instructors.
• M:Marketing 2e also includes unmatched teaching support.

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*** Product Information and Review : Aug 15, 2011 22:00:09

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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers ... & PR: How to Use Social Media, Blogs,)

Review The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers ... & PR: How to Use Social Media, Blogs,) Books

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers ... & PR: How to Use Social Media, Blogs,) Overview

David Meerman Scotts marketing bible has become a modern day business classic.

This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes:

• A new introduction discussing recent changes to the world of marketing and PR
• A brand new chapter on mobile marketing
• An additional chapter on real-time marketing and PR
• Updated information on how to measure the success of your campaigns
• A range of new tools
• Fresh case studies

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*** Product Information and Review : Aug 14, 2011 07:16:06

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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition

Review The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Books

The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Feature

• ISBN13: 9780470547816
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Overview

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

• New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
• Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
• Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
• David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition Specifications

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

• New case studies and current examples are included to illustrate the very latest in marketing and PR trends.
• Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
• Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
• David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Social Media Marketing Top Seven
Amazon-exclusive content from author David Meerman Scott

Establishing a social media marketing strategy and creating effective Web content that is indexed by search engines is critical for any business. When people are looking for answers to problems, they go online first!

People and organizations that participate in social media (creating YouTube videos, participating on sites like LinkedIn, Facebook, and Twitter, starting a blog and the like) become part of a vibrant online community and show that market that they are worthy of doing business with.

Unlike non-targeted, in-your-face, interruption-based advertising, social media is content that people actually want to see. How cool is that? Rather than forcing you to convince people to pay attention to your products and services by dreaming up messages and ad campaigns, search engines deliver interested buyers right to your company’s virtual doorstep. This is a marketer’s dream-come-true.

However, most marketers don’t know how to harness this exciting form of marketing. Their most common mistake is to spend way too much time talking about your company’s products and services and worrying too much about being “on message.” In addition, many companies are fearful of jumping into the social media waters because it seems scary to put yourself out there.

Top Seven Ways to Get the Most Out of Social Networking Sites:
1. Target a specific audience. Create a page that reaches an audience that is important to your organization. It is usually better to reach a small niche market than try to go large.

2. Be a thought leader. Provide valuable and interesting information that people want to check out. It is better to show your expertise in a market or at solving a buyer’s problems than to blather on about your product.

3. Create lots of links. Link to your own sites and blog, and those of others in your industry and network. Everybody loves links—it makes the Web what it is. You should certainly link to your own stuff from a social networking site (like your blog), but also link to other people’s sites and content in your own market.

4. Encourage people to contact you. Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.

5. Participate. Create groups and participate in online discussions. Become an online leader and organizer.

6. Make it easy to find you. Tag your page and add your page into the subject directories. Encourage others to bookmark your page with del.icio.us and DIGG.

7. Experiment. These sites are great because you can try new things. If it isn’t working, tweak it. Or abandon the effort and try something new. There is no such thing as an expert in social networking—we’re all learning as we go!

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*** Product Information and Review : Aug 12, 2011 15:30:11

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Marketing For Dummies

Review Marketing For Dummies Books

Marketing For Dummies Feature

• ISBN13: 9780470502105
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

Marketing For Dummies Overview

Covers everything from essential marketing principles and techniques to the latest methods and trends

Want to sharpen your marketing skills to promote your products and services? Whether you're introducing a new product or jumpstarting your existing marketing plans, Marketing For Dummies, 3rd Edition, helps you get a handle on such basic marketing concepts as the four P's-product, pricing, positioning, and placement - and boost your sales with innovative new approaches.

Packed with over 25 percent new and revised material, this practical, savvy, guide shows you how to treat every aspect of interacting with customers-including customer service and the product itself - as an opportunity to grow the organization. You'll learn how to prepare hard-hitting campaigns, plan a marketing budget and stick to it, and seize new opportunities to increase customer awareness and appreciation of your product or service.

• Explains Internet and search engine marketing to work for you
• Helps you identify customers where you least expect them
• Offers tips on using online resources to size up competitors
• Covers effective product positioning in a crowded marketplace
• Introduces guerilla and global marketing

You don't have to be a marketing genius to expand your customer base and boost sales, but you will need a little help from Marketing For Dummies, 3rd Edition.

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*** Product Information and Review : Aug 12, 2011 01:15:05

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UnMarketing: Stop Marketing. Start Engaging.

Review UnMarketing: Stop Marketing. Start Engaging. Books

UnMarketing: Stop Marketing. Start Engaging. Overview

From one of the leading experts in viral and social marketing-market your business effectively to today's customers

For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves?

UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you'll create such a relationship with your customers, and make yourself the logical choice for their needs.

• Shows how to create a mindset and systems to roll out a new, 21st century marketing approach
• Marketing expert Scott Stratten focuses on a Pull & Stay method (pulling your market towards you and staying/engaging with them, leading them to naturally choose you for their needs) rather than Push & Pray
• Redefines marketing as all points of engagement between a company and its customers, not just a single boxed-in activity

Traditional marketing methods are leading to diminishing returns and disaffected customers. The answer? Stop marketing, start UnMarketing!

UnMarketing: Stop Marketing. Start Engaging. Specifications

From one of the leading experts in viral and social marketing-market your business effectively to today's customers

For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves?

UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to, validated, and have a platform to be heard-especially online. With UnMarketing, you'll create such a relationship with your customers, and make yourself the logical choice for their needs.

• Shows how to create a mindset and systems to roll out a new, 21st century marketing approach
• Marketing expert Scott Stratten focuses on a Pull & Stay method (pulling your market towards you and staying/engaging with them, leading them to naturally choose you for their needs) rather than Push & Pray
• Redefines marketing as all points of engagement between a company and its customers, not just a single boxed-in activity

Traditional marketing methods are leading to diminishing returns and disaffected customers. The answer? Stop marketing, start UnMarketing!

Seven Deadly Social Media Sins to Avoid
Amazon-exclusive content from author Scott Stratten

The thing that makes me shake my head the most in the world of social media is the fact that we try to over-complicate it. Although the tools may be new and virtual, nothing has changed.

People do business first with those they like, know and trust. Social media is as simple as looking at it as a networking event without the need to drive there or the chance of getting cornered by the "creepy guy with scotch." It's about connection and conversation. Even if you don't believe that, it's a heck of a listening tool to see what your target marketing/customers/competitors are talking about. If I offered you a tool 10 years ago that allowed you to do what social media does today, you would have paid ,000 a month to access it and today it’s free.

So just try to avoid these seven deadly social media sins, and you'll do just fine:

Gluttony
Everyone wants a truckload of followers, a mass-amount of Facebook fans, and a LinkedIn rolodex of thousands. But, especially if you're just starting out, trying to be everything everywhere at once will only dilute your presence and not allow for any momentum. Pick one social media platform and live there first. Build up your presence. Once you get comfortable and feel you have a good audience, then expand to a second one.

Sloth
Checking your Twitter account once a month won't cut it. Trying to have presence on Facebook without being present is a surefire way of having your page taken over by spammers. If you're going to jump into the social media pool, you need to have consistent presence. If you only can commit five hours a week to it, it's better to spend it 45 minutes every day than 5 hours once a week. If it takes you longer to reply to a tweet than it would to mail a letter, you're doing it wrong.

Greed
Social media isn't a new medium to try to push ineffective old marketing messages. It truly is a different world. People are there to build relationships, not buy your stuff (initially). Setting up an automated Twitter program to tweet for you and automatically add followers is a great way to say to people "We don't actually care what you're saying, just buy from us." It would be like sending a mannequin to a networking event with your company logo on it. Yeah, creepy.

Wrath
One of the nice things about social media is its casual, conversational nature. The problem is sometimes people let their guard down and remove their filter. Never say anything in social media that you don't want to see on a billboard with your name, logo, face, and phone number attached, with your client/boss/mother driving by. Google never forgets and social media updates are indexed rather quickly. This has nothing to do with "free speech" but more "what do I want my brand to be associated with."

Lust
I know last weekend in Vegas was "the bomb" because you made out with a "hottie" and you were "so drunk" you threw up in your shoes, but I'm not sure we all need to know that. And inviting me to your Facebook group on how to tone my buns is flattering and all, but remember to try and be professional, at least when it comes to a topic like this. Being human is awesome, being perverted isn't.

Envy
Looking at Lady GaGa having millions of Twitter followers is not going to help your self-esteem when you only have 40. Don't compare your fans/followers/connections count to other organizations. You don't know how engaged they are with them (the more important trait) and you don't know how they got to that number. Focus on creating quality connections, make great content, and your audience will grow organically.

Pride
There is nothing wrong with being proud of your upcoming teleseminar that may be a disguise for a pitch fest. There is something wrong when you post the notice about it on my Facebook wall, my company wall, and send it as a direct message. It's social media spam and it needs to stop. Even worse is tagging people just so they'll think it's about them and they will come look, or inviting your entire Facebook network to your event in San Jose tomorrow night when most live so far away, they would never come. Take a little bit of time and target event invites.

Available at Amazon

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*** Product Information and Review : Aug 10, 2011 21:48:05

Recommendations Biographies & Memoirs Books

Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition

Review Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition Books

Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition Overview

Who Is Talking About You?

Foreword by Seth Godin and Afterword by Guy Kawasaki.

Master the art of word of mouth marketing with this practical hands-on guide.

With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth.

Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz--when to use them and how simple it is to make them work.

Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner--and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion--and why some multi-million-dollar advertising campaigns fail to get noticed.

Open your eyes to a new way of doing business--that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.

Available at Amazon

CHECK PRICES & LEARNMORE CLICK HERE!!!

*** Product Information and Review : Aug 09, 2011 18:16:04

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