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Propel: Five Ways to Amp-Up Your Marketing and Accelerate Business Paperback – August 22, 2012


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Product Details

  • Paperback: 224 pages
  • Publisher: Career Press; 1 edition (August 22, 2012)
  • Language: English
  • ISBN-10: 1601632339
  • ISBN-13: 978-1601632333
  • Product Dimensions: 8.9 x 5.9 x 0.6 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (45 customer reviews)
  • Amazon Best Sellers Rank: #616,362 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Propel is the ideal word to describe the effect on your profits and your sense of accomplishment that this wonderful book can motivate. Whitney Keyes tells you what you ought to know and will never forget."
--Jay Conrad Levinson, the father of guerrilla marketing, author, Guerrilla Marketing series

"She draws on her years of experience with big-time brands and game-changing startups to provide a cutting-edge manifesto for marketers--and a manual to make things happen. This book will propel your business forward."
--William C. Taylor, cofounder, Fast Company, author of Practically Radical

"With her latest book, Whitney offers a savvy, up-to-the-minute perspective on how marketing and its various disciplines can jump-start a company's strategy and enhance its brand cachet. She offers straightforward ideas on strategy, storytelling, strength of message, simplicity of approach, and speed to market. A must-read for anyone whose job (or dream vocation) revolves around customers and the positioning and selling of a brand or service."
--Corey duBrowa, senior vice president of global communications and international public affairs, Starbucks

"If you've ever wished you could sit down for a few hours and have a conversation with a marketing expert, this is the book for you! Whitney's conversational writing style, peppered with real-world examples from a variety of business types, is a great way to get marketing advice from an expert."
--Lisa Stratton, senior marketing manager, Microsoft

"Whitney's keen understanding of marketing has led her to enable business evolution and growth across a spectrum of influence: from teams inside giants like Microsoft women-owned start-ups in Africa!"
--Maggie Winkel, Director of Merchandising for Nike, Inc.

Blending traditional marketing techniques with social media tools, Propel shows you how to identify opportunities at your fingertips and use them to build market share, boost brand loyalty, and generate more revenue--fast! Whitney Keyes has gathered a wide variety of success stories from behind-the-scenes interviews with senior executives at companies such as Alaska Airlines and Starbucks, as well as with the heads of arts organizations, savvy entrepreneurs, and Main Street mavericks.

She'll show you how to:
  • Remove blocks and challenges holding your business back
  • Uncover overlooked business and marketing opportunities
  • Turn ideas into action by creating a customized marketing plan
  • About the Author

    Whitney Keyes is an international speaker, marketing expert, and strategic communications professor. For more than 20 years, she has helped organizations and individuals succeed. Keyes worked as a senior Microsoft manager, strategic advisor for American Express, and consultant to thousands of businesses around the world. While at Microsoft, she managed global marketing campaigns, including the launch of Office 2000, and helped create Microsoft's primary philanthropy program, Unlimited Potential. Today, Keyes manages a consulting practice, serves as a fellow for Seattle University's Center for Strategic Communications, and delivers keynotes and workshops for the Small Business Administration and U.S. State Department.

    More About the Author

    For over 20 years, Whitney Keyes has helped organizations and individuals be more successful. Whitney has worked as a senior Microsoft manager, a strategic advisor for American Express and a marketing consultant to thousands of businesses around the world through the U.S. Department of State's programs to empower women entrepreneurs in Malaysia, Kenya and Namibia. Whitney serves as a fellow for the Center for Strategic Communications and professor of Global Reputation Management at Seattle University.

    While at Microsoft, Whitney managed global marketing campaigns, including the launch of Office 2000, an $8 billion business, and helped create the company's primary philanthropy program, Unlimited Potential. Prior to that, she worked for the City of Tacoma helping over 500 small businesses stay in business and started her career managing her family's retail store. Today, Whitney manages a consulting practice, delivers keynotes and facilitates workshops for national organizations including Small Business Administration and writes for business publications including the Seattle Post-Intelligencer's Biz Bite Blog. Whitney lives in Seattle, Washington, and can be reached through her website: WhitneyKeyes.com.

    Customer Reviews

    4.8 out of 5 stars
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    PROPEL is the one business marketing book everyone must read!
    Barbara Minas
    Propel really dives into the strategy of marketing so business owners can make smarter moves without getting caught up in all the latest hype.
    Maria Ross
    The Story element is about creating your brand package, finding customer segments and target markets, and customer relationship management.
    John Gibbs

    Most Helpful Customer Reviews

    4 of 4 people found the following review helpful By John Gibbs TOP 1000 REVIEWER on August 9, 2012
    Format: Kindle Edition Verified Purchase
    Social media is at the top of the obsession list right now. Many companies think social media is the absolute best way to reach people. It isn't, according to Whitney Keyes in this book. Social media tools are just some pieces of the ever-changing marketing puzzle, and effective marketing is not about the tools you use as much as it is about effectively connecting with clients.

    A complete approach to marketing requires five elements, which the author lists as Strategy, Story, Strength, Simplicity and Speed. The Strategy element includes setting vision, mission, values, goals and objectives, and conducting a SWOT analysis. The Story element is about creating your brand package, finding customer segments and target markets, and customer relationship management. The Strength element is about managing the relationship cycle to retain current customers and obtain referrals, partnering with others in marketing efforts, and using the media. The Simplicity element includes creating an action plan and taking advantage of your existing opportunities. The Speed element is about monitoring results and making quick adjustments to gain optimal results.

    Some years ago, marketing was mainly about convincing people to buy pre-defined goods or services and it involved the four Ps of price, product, promotion and place. Now, marketing as described in this book seems to be an integral part of designing the business itself, encompassing the business's strategic planning. The chapter on forming partnerships with others - including business rivals - contained some particularly interesting ideas.

    Although the author has a background working with very large organisations, the book will be particularly useful for those who have limited marketing experience and are starting up businesses or running small or medium-sized businesses or non-profit organisations.
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    3 of 3 people found the following review helpful By Maria Ross on August 24, 2012
    Format: Paperback
    Too many marketing books out there are either so abstract, they don't apply to the real world, so rah-rah that they don't offer practical action steps or so specific that they become outdated in a matter of months. Propel really dives into the strategy of marketing so business owners can make smarter moves without getting caught up in all the latest hype. Today's businesses could drive themselves crazy with all the new marketing channels available - and it really comes down to the fundamental, simple basics of properly targeting your customers, creating a compelling story and promoting the benefits of your product or service. Keyes really shows the value of keeping things simple yet effective. What I love about this book is that it shows you how to effectively build the foundation and strategy before blindly investing in marketing trends. Great case studies and fabulous examples sparked tons of ideas for my own business, as well as for my clients. A highly recommended read!
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    3 of 3 people found the following review helpful By Barbara Minas on August 17, 2012
    Format: Paperback Verified Purchase
    PROPEL is the one business marketing book everyone must read! It provides in depth analysis of marketing, scholarly research and endless real life examples of marketing techniques for every kind of business from American Express to dog walking. There is something to be learned no matter how inexperienced or experienced you are. Even the smallest business owner can learn something from giant corporation marketing, just as the conglormeates can learn from small entrepreneurs. With all the information provided, Whitney still manages to organize and present information in an easy to access, understandable and useful format. Want to know how to market? Improve your marketing? Understand what marketing is all about in the 21st Century? This is the book for you!
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    1 of 1 people found the following review helpful By TotalBroadcasting on August 1, 2013
    Format: Paperback
    Had the pleasure of hearing author Whitney Keyes speak the Seattle Local Business Summit. It's a 4 1/2 hour long seminar event addressing marketing, social media and similar issues. Ms. Keyes presentation was clever and loaded with valuable information. Her 5 Keys to Marketing being the primary element in her teaching. Of course being so impressed of course I got her book. My early reading of it leaves me excited for what's to come. [...]
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    1 of 1 people found the following review helpful By Kate_of_Seattle on September 14, 2012
    Format: Paperback Verified Purchase
    Propel is an excellent book for any business professional. Whitney Keyes provides expert insights from her own business knowledge, but also shares the advice and knowledge of other business and corporate leaders from Fortune companies to Starbucks. Read it.
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    1 of 1 people found the following review helpful By Amazon Customer on September 6, 2012
    Format: Paperback
    Marketing plans, forecasts, 5-year plans.... it is all so overwhelming! Propel breaks the concept of marketing into small, manageable steps that I can not only understand, but actually implement in my own business. Ms. Keyes really makes me believe I can be a marketing maven. Her real life examples of how other businesses have been successful are a great roadmap for me to follow and have me think it is possible to do myself. No matter how many employees you have, how many years you have been in business or where you are in your planning, this book will benefit your business.
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    By L. Newcomb on August 22, 2014
    Format: Kindle Edition
    Propel is the perfect book for startups, non-profits and small businesses who need to grasp the basic elements and implications of Marketing quickly. It also provides a good overview for non-marketers seeking to understand its "nuts and bolts". All too frequently, Marketing is confused with Sales and/or with promotion. Although the author's discussion of segmentation differs slightly from my own training, it is indeed covered and covered well. Even the book's sharp branding platform signals the author's exceptional levels of expertise.

    In terms of next steps, I could easily envision a companion workbook, for fleshing out the exercises; perhaps with a DVD to bring a greater sense of immediacy to groups and showcase the author's excellent public speaking skills. I would also like to see a more detailed discussion of Digital Marketing/Social Media strategies and tactics, particularly since this is such a powerful platform for this budget-challenged set of reader-segments. I'm glad I read Propel and I expect most other readers will feel the same!
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