Найти книгу: "Allies and Advocates"

The practical, expert guide to reaching the new consumer Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today. The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace. This guide helps you sort it all out, and make your organization rise to the top. Define the new customer-purchasing journey Identify and influence the new consumer Engage, nurture, and utilize brand advocates to spread your message Position your organization to win in the new marketplace As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to a winning plan,. Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important. Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.

From Governor and White House cabinet member Mike Leavitt: how to find collaborative solutions to the greatest challenges Your business challenges extend far beyond you and your firm, to the competitors within your industry and the regulators outside it. Finding solutions to larger issues requires cooperation between diverse stakeholders, and in this rapidly changing world, only those able to adapt and network successfully will produce fast, competitive solutions. How can leaders successfully bridge divides and turn competitors into collaborators? Leavitt and McKeown explain how a well-chosen network can become a powerful alliance. Whether you're launching a new partnership, or rehabilitating one already in progress, Finding Allies, Building Alliances will help you find workable solutions to the most complex problems. Written by Mike Leavitt, former Governor of Utah who brought the 2002 Winter Olympics to Salt Lake City, former US Secretary of Health and human services, and former head of the EPA; with his former Chief of Staff and business partner Rich McKeown, co-founder of Leavitt Partners Includes a framework of 8 elements that will help any leader foster and maintain an effective, productive collaborative venture Shows how better collaboration can not only solve problems, but boost the competitiveness and resilience in all sectors Finding Allies, Building Alliances is essential reading for any business leader looking for transformative solutions and a sustainable future.

Praise for Brand Advocates «Ignite your Advocates! Fuggetta shows you how.» —SCOTT MONTY, Head of Social Media, Ford «Creating and amplifying authentic Advocates should be front and center on every marketer's agenda. This book is a blueprint for how to turn genuine Advocates into a powerful marketing force.» —SUSAN HELSTAB, Executive Vice President of Marketing, Four Seasons Hotels and Resorts «Advocacy is the ultimate goal for every brand. And Rob Fuggetta has given us the ultimate guidebook to brand advocacy. Simple, clear, and filled with practical advice, this book shows you how to turn your enthusiastic customers into a powerful Brand Army.» —PORTER GALE, former Vice President of Marketing, Virgin America «In an era of connected consumerism, advocacy puts the word in word of mouth. Nothing is more authentic or effective. This book shows you exactly how to find and engage your advocates.» —BRIAN SOLIS, Principal Analyst, Altimeter Group, and author, The End of Business as Usual «Inspiring Advocates is one of Method's seven obsessions. Get this book and be inspired. Highly recommended!» —ERIC RYAN, Cofounder, Method «Fuggetta's equation for building great brands in the social media age is proven and powerful. Every hotel marketer should read this book.» —CHIP CONLEY, Founder, Joie De Vivre Hospitality, and author, Emotional Equations «Brand Advocates is a book every public relations professional should read. It's the definitive guide to authentic advocacy.» —AEDHMAR HYNES, Chief Executive Officer, Text 100 Public Relations «Companies aren't trusted, brands aren't trusted, and nor are your executives. People trust each other, and now they have the tools to communicate with each other using social technologies and mobile, with or without brands involved. As a result, trust has shifted to the participants. Many brands, knowing their credibility has diminished, rely on advocacy programs where trusted members of the community are given a platform and encouraged to speak. Fuggetta shows you exactly how to create an advocacy program that empowers your trusted Advocates.» —JEREMIAH OWYANG, Partner, Altimeter Group