如何为业务增长而营销最大化 SWEET SPOT: HOW TO MAXIMIZE MARKETING FOR BUSINESS GROWTH
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作者： Arun Sinha著
出 版 社： John Wiley & Sons
出版时间： 2007-1-1字数：版次： 1页数： 238印刷时间： 2007/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470051436包装： 精装编辑推荐
作者简介：
Arun Sinha is the Chief Marketing Officer at Pitney Bowes, where he is respons-ible for marketing, brand management, public and media relations, Web strategy, and marketing research worldwide. Throughout his career in senior marketing positions, he has successfully launched twenty new brands and grown the brand equity of many world-renowned brands at Colgate-Palmolive, the Ford Motor Company, Philip Morris, and Pitney Bowes.
内容简介
What if your business could make growth and innovation look easy? What if you could beat the competition day in and day out? You can. Sweet Spot shows you how to align all the vital parts of your business to create a competitive advantage and long-lasting success. You’ll learn how to bring smart marketing together with good leadership to find your business’s sweet spot.
目录
Introduction
PART ONE: Marketing needs to changeTo get a sense of marketing the way it should be, you need to understand how companies get into the sweet spots of the business world
Chapter 1.Marketing, Sweet Marketing
Chapter 2.Sweet Spotting
Chapter 3.The Qualifying Rounds
Chapter 4.Growing around in Circles
PART TWO: How do you get into a sweet spot? You develop the right skills, marketing skillsYou have to mine minds, demarcate demand, turn you logo into an icon, mobilize champions-in-chief, and employ advocates-not workers
Chapter 5.Mining Minds
Chapter 6.Demarcating Demand
Chapter 7.From Logo to Icon
Chapter 8.Champions-in-Chief
Chapter 9.Employ Advocates, Not Workers
Chapter 10.The Stuff That Marketing Is Made of
Notes
Bibliography
Index
