Marketing Campaign Development: What marketing executives need to know about architecting global integrated marketing campaigns
Buku Ini diterbitkan tahun 2008 oleh Happy About®, USA adalah buku edisi Pertama.
Judul: Marketing Campaign Development: What marketing executives need to know about architecting global integrated marketing campaigns
Oleh: Mike Gospe
Penerbit: Happy About®, USA
Tahun: 2008
Jumlah Halaman: 177 hal.
Penulis:
Mike Gospe adalah co-founder dan pokok Kickstart Alliance (www.kickstarter.com), sebuah
pemasaran dan penjualan tim SWAT yang membantu bisnis dari semua ukuran di architecting dan
mengeksekusi berbagai pemasaran dan penjualan program dan rencana. Dengan lebih dari 20 tahun
pengalaman pemasaran hi-tech, Mike memperoleh posisi sebagai pemimpin, strategi pemasaran dan
eksekutif perusahaan, bekerja dengan pemasaran pemimpin arsitek dan mengasah strategi mereka,
proses, dan rencana.
Mike diakui sebagai salah satu arsitek utama yang membantu perusahaan-perusahaan ini menemukan kembali pendekatan mereka untuk pemasaran global terpadu perencanaan dan pelaksanaan.
Sebagai pemimpin yang diakui, Mike telah menulis sejumlah pemasaran-dan penjualan terkait artikel,
dan pembicara tamu sering di kapitalis dan pemasaran forum usaha pada topic perencanaan bisnis dan pemasaran, pesan, dan pengembangan penjualan. Dia memiliki BSEE dan MBA dari Universitas Santa Clara. Mikropon dan keluarganya tinggal di Los Altos, California.
Lingkup Pembahasan:
Buku ini bukan tentang teori pemasaran. Buku ini adalah praktis, pragmatis "bagaimana" buku yang dirancang untuk pemimpin pemasaran hi-tech, serta perusahaan, manajer operasi regional, dan pemasaran di setiap tingkat. Jika Anda memainkan peran dalam pengembangan dan pelaksanaan kampanye pemasaran, buku ini adalah untuk pembaca.
Buku yang unik ini akan membawa Anda langkah-demi-langkah melalui yang disiplin, namun praktis, proses architecting komunikasi pemasaran benar-benar terintegrasi berencana pekerjaan itu. Di dalamnya, Anda akan menemukan resep untuk membangun sukses, pengembangan kampanye berulang proses, termasuk yang diperlukan template dan membantu, teknik-teknik praktis.
Daftar Isi:
Introduction
Chapter 1 The Truth about Campaign Development 3
Why is campaign development important? 3
Sun Microsystems: a case study 5
Introducing the Integrated Marketing Plan (IMP) template 11
Campaigns versus activities 14
Chapter 2 Secrets of a Best-in-Class Campaign Development Process 15
What is the campaign development process, and what triggers it? 16
Part 1: Overview of the campaign development process 17
How the most successful companies develop their best campaign plans 18
Breaking down the basic campaign development process 20
The Kickoff Meeting: prelude to planning 22
Synchronization Meetings: building the IMP 27
Decision: steering committee review meetings 31
Part 2: Roles and responsibilities .35
Part 3: Answers to the four most common questions about the process 36
Chapter 3 Setting the Foundation of Your Campaign 39
The three pillars that define a marketing campaign’s success 39
Pillar 1: Defining the marketing campaign 40
Pillar 2: Constructing a “campaign-level” marketing objective 41
Pillar 3: Building a well-constructed value proposition 44
A best-practice value proposition template 46
Chapter 4 Working the Process: Part 1 – Sketching the Campaign Map 55
Working the IMP process 55
The objective of the Integrated Marketing Plan 56
Getting to Gate 1 58
Introducing the campaign map 59
Choosing the right programs 61
The high-level tactical calendar 65
Rough budget estimate 66
Documenting assumptions and identifying Synergies 69
A word about presenting to the steering committee at Gate 1 69
Chapter 5 Working the Process: Part 2 – Creating Program Blueprints 73
Getting to Gate 2 73
The logic behind program blueprints 75
Examining a few blueprint examples 77
Questions you must be able to answer before you can build a program blueprint 81
Designing your own blueprints 87
Program blueprint critique sheet 88
Chapter 6 Choosing Proper Metrics 91
Understanding metrics 92
The importance of a scorecard 96
Understanding the marketing knowledge hierarchy 99
Observational insight versus contextual insight 102
Critical success factors for managing the metrics management process 103
Chapter 7 The Role of the Campaign Manager 107
What is a campaign manager, really? 108
When do you need a campaign manager? 109
Five success factors of effective campaign managers 111
Executive endorsement 114
Campaign management case studies 114
Just for campaign managers 116
Recognizing success 117
Final thoughts for campaign managers 117
Chapter 8 Overcoming Objections 119
Chapter 9 Taking the First Step 129
Getting started 129
Step 1: Focus on three things 130
Step 2: Perform a campaign development assessment 131
What’s covered in a typical campaign development assessment? 131
Techniques to help you hear the “voice of the customer” 132
How successful are your outbound marketing communications today? 133
Step 3: Make it visible 134
Five rules for marketing leaders 134
In conclusion 137
Appendices:
Appendix A Value Proposition Template 141
Appendix B Integrated Marketing Plan Template 145
Appendix C The Seven Program Blueprints 147
Author About the Author 157
Your Book Create Thought Leadership for your Company 159
Why wait to write your book? 160
Books Other Happy About Books 161
Berminat?
Email: zanetapm@gmail.com
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