Your Hands-On Guide for Creating Continuous, Profitable Growth!
Use the proven, six-step Marketing Process to:
• Create a marketing plan with execution built in to the process.
• Accurately predict the ROI of marketing and sales to improve results.
• Integrate marketing best practices with new social media breakthroughs.
• Improve customer experience and customer lifetime value.
• Refine your brand and positioning to create a competitive advantage.
• Update strategy in real time to respond to changing market conditions.
• Create a culture that thrives on accountability, execution, and winning.
A Better Way to Plan and Execute!
Master Monique Reece’s Proven Marketing Process:
Purpose: Define your vision and specific strategic goals.
Research: Deepen your understanding of customers, markets, and competitors.
Analyze: Uncover powerful new growth opportunities.
Implement: Develop a tactical plan using new media tactics to drive leads, increase sales, and build
Strategize: Create strategies and build effective sales plans resulting in increased revenue and profitability.
Execute and Evaluate: Integrate marketing, sales, and operations. Measure and update your plan in real-time and create a culture of execution.
Table of Contents
Section I Purpose: Define Your Purpose 1
Chapter 1 What Is Purpose and Why Is It Important? 2
Chapter 2 A Mission Statement Answers “Why Do We Exist?” 6
Chapter 3 Create a Compelling Vision 8
Chapter 4 Core Values Drive Behavior 11
Chapter 5 The “C” Word 12
Chapter 6 How The Ritz-Carlton Creates and Sustains a High-Performance Culture 17
Chapter 7 Defining Core Values 21
Chapter 8 Game Changers 24
Chapter 9 Do What You Love and the Money Will Follow 30
Chapter 10 Measurable Goals Drive Success 32
Chapter 11 Situation Analysis and SWOT Analysis 35
Section II Research: Market Opportunity 39
Chapter 12 The Biggest Mistake Entrepreneurs Make 40
Chapter 13 A Micro to Macro Process 42
Chapter 14 Micro Perspective: Focus on High-Value Customers 44
Chapter 15 Love Your Loyal Customers 50
Chapter 16 1:1 Marketing: Treat Different Customers Differently 55
Chapter 17 Marketing’s Secret Weapon 57
Chapter 18 Create Unique Customer Experiences 61
Chapter 19 Customer Experience: The Dark Side 63
Chapter 20 Why Do Customers Buy? 66
Chapter 21 Real-Time Customer Research 69
Chapter 22 Macro Perspective: Get the Big Picture 71
Chapter 23 Market Segmentation for the Twenty-First Century 75
Chapter 24 Zeroing in on Consumer Target Markets 79
Chapter 25 Forecasting Demand 83
Chapter 26 Competition: Keep Your Friends Close and Your Enemies Closer 86
Chapter 27 Anticipate the Unexpected: Research Macro-Environmental Factors 90
Chapter 28 Get Smart: Talk to Your Customers 94
Chapter 29 Social Media and Online Tools Enable Real-Time Research 99
Section III Analyze: Growth and Profit Potential 105
Chapter 30 Business Expansion: Vulnerable or Poised for Growth? 106
Chapter 31 Substitute Products and Services 108
Chapter 32 Disrupt and Innovate 110
Chapter 33 Finding New Value: Part Deux 114
Chapter 34 Pricing Strategy and Objectives 121
Chapter 35 Analyze Price and Profitability by Product and Service 126
Chapter 36 Distribution and Channel Sales Strategy 129
Chapter 37 Formula for Success: Real-Time Channel Development 133
Chapter 38 Analyzing and Selecting Channels 136
Chapter 39 Strategic Alliances and Partnerships 139
Section IV Strategize: Growth Opportunities 143
Chapter 40 What Is Strategy? 145
Chapter 41 A Framework and Process for Strategy Development 147
Chapter 42 Target Market Strategies 149
Chapter 43 Positioning Strategy 154
Chapter 44 What Is Your Brand Worth? 159
Chapter 45 Design Your Brand Personality and Essence 162
Chapter 46 Customer Strategies 166
Chapter 47 Listen and Respond 169
Chapter 48 Customers Are Your Best Advisors 172
Chapter 49 Customers Are Cocreators 174
Chapter 50 Product and Service Strategy 177
Chapter 51 Product Differentiation 181
Chapter 52 Competitive Strategies 185
Chapter 53 Growth Strategies 189
Chapter 54 Innovation Strategies 194
Chapter 55 The Long Tail 197
Chapter 56 Nurture a Culture of Innovation 199
Chapter 57 Sales Strategy and Plan 203
Chapter 58 Marketing Objectives Drive Strategy 206
Chapter 59 The Art and Science of Developing Strategy 208
Section V Implement: Traditional and New Media 211
Chapter 60 The State of Marketing Today 213
Part I Social Media, Digital Media, and Personal Communication Tactics 219
Chapter 61 Digital Base Camp: Create a Great Web Site 220
Chapter 62 Search Engine Marketing (SEM) and Optimization 225
Chapter 63 Online Advertising 227
Chapter 64 Email Marketing 230
Chapter 65 Mobility Marketing 232
Chapter 66 Social Media: Build Your Brand and Connect with Customers 235
Chapter 67 What We Know So Far: Surprising Statistics 239
Chapter 68 Measuring the Effectiveness of Social Media 241
Chapter 69 Social Media Networks 245
Chapter 70 The Blogosphere 251
Chapter 71 Social Media Strategy and Planning Guide 254
Chapter 72 Word of Mouth: Viral Marketing and Buzz 261
Chapter 73 Public Relations 265
Part II Create a Tactical Plan with Execution Built-In 271
Chapter 74 Make Marketing Measurable 273
Chapter 75 Implementation Calendar and Budget 275
Section VI Execute and Evaluate: Create a Culture of Execution 279
Chapter 76 The Problem with Marketing 281
Chapter 77 Asset-Based Marketing Measurement 291
Chapter 78 Evaluate: What Is Measured Improves 295
Chapter 79 ROI Optimizer¿: Increase the Effectiveness of How Marketing Is Measured 299
Chapter 80 The Balanced Scorecard 308
Chapter 81 The Art and Science of Execution 313
Chapter 82 Real-Time Marketing Planning 317
Chapter 83 Create a Culture of Execution 319
Chapter 84 Now It’s Up to You 329
Workshops and Training Programs 337
Real-Time Marketing for Business Growth Free Resources and Tools 339
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