12 Reviews
|
5 star:
|
|
(10) |
|
4 star:
|
|
(2) |
|
3 star:
|
|
(0) |
|
2 star:
|
|
(0) |
|
1 star:
|
|
(0) |
| | | |
|
|
Average Customer Review
Share your thoughts with other customers
|
|
|
|
|
1 of 1 people found the following review helpful:
A Marketing Strategy for the Electronic Age, November 5, 2007
Although written for marketing experts, I, as a more general communication educator, found this book invaluable for someone wishing to gain added understanding of the inner workings of the global economy. This book presents a compelling case for how the Information Age generates a flood of data that can drown an organization and how classic and purely intuitive methods of markeeting have become antiquated.
To meet the challenge of our evolving business age, this book offers credible and comprehensible templates for interpreting and strategically utilizing the streams of marketing data produced by our wired world.
I also found the narrative style of this book appealing, featuring stories told from the inside by leaders of some of America's best performing companies.
Dr. Rick Isaacson, Professor
Department of Communication Studies
San Francisco State University
Help other customers find the most helpful reviews
Was this review helpful to you?
 
|
|
|
|
|
|
1 of 1 people found the following review helpful:
Improve Your Marketing to Grow Your Business, October 18, 2007
The authors introduce methods and techniques that business leaders can consider to make the cultural shift necessary for providing a seamless collaborative environment between Marketing, Sales, R&D, Customer Support, Finance, and Billing for faster and better response to customers within their organizations.
This book is about re-engineering the discipline of marketing to improve the communication and collaboration between the multi-generation, multi-institution, and multidisciplinary groups; and it places interaction with the customers at the center of the initiatives.
It's about how marketing organizations can maximize the use of technology by combining efficient storage and utilization of knowledge with best practices and guidelines, foster communication, reduce inconsistencies, increase content accuracy, relevancy, sharing within the enterprise and apply information to real time decision making; therefore significantly lower the cost while increasing the quality of customer care delivery process. I highly recommend this book.
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
2 of 3 people found the following review helpful:
Mega-brain marketing strategies, November 16, 2007
When I was employed by a company that developed mapping software, the marketing strategy was to create a flyer or card and mail it out to every name on a large list. The list was purchased from another company and supposedly contained the names of people who had expressed some interest in products similar to ours. At times, more than one person at my company received a copy of that same material advertising our products. I coined the term "mini-mind marketing" to describe this strategy. In other words, buy a list of names that was probably padded and send out the same item to all of them and hope something sticks. Needless to say, all of the mailings were a complete flop; the response rate was for all practical purposes zero.
Using that same analogy, the material in this book could be described as "mega-brain marketing." The information is a detailed description of how to engage in intelligent and user focused marketing strategies, the kind that leads to success in the modern world. In fact, the kind that is necessary in the modern world.
The chapter titles provide a brief description of the steps to follow in order to make marketing your internal/external killer app.
*) Open your mind to new marketing
*) Four principles supporting the marketing capability
*) Building blocks of the new marketing capability
*) Translating insights into innovation for brand financial growth
*) Measuring consumer engagement
*) Dispatches from the leading edge of the new marketing
*) Integration of technology and marketing
*) Open innovation and new product development through communities of practice
*) Brand building through global brand growth
*) Growth through brand portfolio and risk management
*) Insights-led brand building in technology
*) Marketing knowledge centers
*) The New CMO (Chief Marketing Officer)
*) Managing Information
*) Metrics and building the culture of accountability
*) Communities of practice for consumer connection and open innovation
*) Empowering change from the top down
If the marketing people where I used to work had read and applied the information in this book, I would have led the applause rather than curse them.
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
good insights about information based marketing, but I don't like the CMO idea, July 26, 2008
This book is about growing your brands to grow your top line revenues. That sounds traditional enough. However, rather than merely trying to get the customer's head with your brand so they pick your product off the shelf, you use modern research to know what the customer is looking for even before they know it themselves and make that for them. Your brand becomes part marketing software, part business discipline, and incorporates "the organization, skills, knowledge, technology, and resources to operate the software effectively, efficiently, and competitively."
You track customer behavior and create profiles. This knowledge allows you to create marketing on demand. You create a portfolio of brands and establish marketing knowledge centers. I think to this point the book has some valuable insights.
Where the book goes off the rails, in my view, is the advocacy of a combined marketing and IT function as a Chief Marketing Officer. Really, do we have to have yet ANOTHER C-level executive? I am not convinced.
They present the book's 16 chapters in three parts. Part I makes their argument for the "New Marketing Capability". Part II looks at some trends in current marketing, calls it the Leading Edge and makes the case for you running with it. Part III is all about incorporating this new executive role in the management of the company and this marketing approach.
Reviewed by Craig Matteson, Ann Arbor, MI
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
Marketing Does Drive Growth, January 7, 2008
In the rough and tumble world of today's fickle consumer and customer, being creative is not enough. It's the science of marketing; knowing your customer and delivering on that knowledge with well measured insights that drives business today. In Improve Your Marketing To Grow Your Business, Hunter Hastings and Jeff Saperstein show us that organic growth is the backbone of business success. In order to deliver consistent and profitable growth a fact based marketing driven organization is best able understand how to generate this growth.
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
"New" Marketing explained, October 23, 2007
At last a fast, factual, easy to read, explanation of both the issues and the results that can come from the embrace of 'new' marketing.
With the customer at the center and a clearly defined approach to building the brand, Hastings has tapped into the the everyday issues that confront the CMO and their team. Really great "real world" examples and interviews with a wide variety of folk who seem to be grappling with, and solving problems that face us all in the front line of the marketing.
A quick read, not a slight read.
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
1 of 2 people found the following review helpful:
A book on how marketing has to be deeply integrated with all aspects of a business' business plan to be effective today., October 16, 2007
I liked this book, but I did not love it. Ergo, I could only give it 4 stars. The book is split into 3 parts and 16 chapters. See the online Table of Contents that Amazon has available for it to see the chapter titles.
It is written for marketing leaders, managers, and business strategists. It documents what business people in the know have known for at least the last 3 to 5 years. It explains that advertising is no longer a legitimate way to market a product or service because the consumer doesn't watch TV or read magazines or newspapers any longer. And the advertising on online Web sites is pretty easy to ignore, too.
This book explains that consumers cannot be treated as targets for marketing pitches today. It explains that marketing to be successful must be built on process, creativity, measurement, and COLLABORATION. Marketers have to communicate with the consumer, i.e., get down in the trenches with the consumer in online social communities and elsewhere.
The other thing this book points out is that marketing can no longer be successful if the marketing department is not integrated into its overall business organization. It has to be part of the company's business plan, strategic planning, and all departments in the company have to think about what they can do to help marketing efforts be successful. The days of the marketing and sales team beating to their own drum and making sales that way are over. But did we really need this book to tell us this? I'm not so sure. 4 stars!
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
1 of 2 people found the following review helpful:
Improve Your Marketing to Grow Your Business, October 10, 2007
This book is full of valuable information, and insight on how through marketing as a core competency, successful companies have created a sustainable growth business model. In addition to numerous examples, it gives the reader a very useful framework that can be put to use in making marketing front and center in day to day business. As a high tech professional, I think this is a must-read for every high-tech exec who is looking to understand how to create sustainable differentiation beyond technology in the 21st century.
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
0 of 1 people found the following review helpful:
A must-read for companies seeking innovation , December 17, 2007
This book covers a lot of ground; marketing process, automation, accountability, and evolution of the marketing organization among other topics.
However, in my view it does a particularly good job of breaking down the steps companies need to take to become more customer / consumer centric in their innovation efforts. You can't just show up at a conference room for an ideation session and expect to deliver high quality results when it comes to innovation. Great innovation starts with insights about your customers, which can be methodically and consistently converted to market leading innovation when you have the right processes and tools at your disposal.
In addition to providing an overview of the processes and tools you need to drive business growth through innovation, the book provides a number of real world examples sourced from the innovators themselves. They make for an interesting read and really brought the concepts presented in the book to life for me.
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
0 of 1 people found the following review helpful:
A Must Read For Marketing Professionals, November 15, 2007
I found the book to be essential reading. If you don't want the marketing dept. to lumber along being an under-funded after thought in the enterprise, Hunter's new book can help. I think The New Marketing Mission was perhaps somewhat better but this new book is also very useful
Help other customers find the most helpful reviews
Was this review helpful to you?
|
|
|
|
|
|
|
|
