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From the Publisher
Create real impact with a customer-centric marketing approach
In this book, you will discover:
– Customer-based measurements to help you optimize your marketing return-on-investment (ROI).
– The power of value-based profitability to improve your profit and avoid margin erosion.
– Key success factors in your defined market to close more sales and put your company ahead of the competition.
– How to generate relevant customer insights by linking product attributes to benefits to values.
– A simple-yet-comprehensive one-page marketing plan for your firm, your brand, and your product.
Master every marketing and strategy challenge with a data-informed focus on impact throughout each process with this step-by-step learning journey for reflective executives and entrepreneurs. Get Real Impact Marketing now to align your customer insights with your marketing goals and drive measurable success for your company.
Marketing is an integrated function that creates real impact
The traditional perspective of marketing in firms starts with the idea that the firm creates a corporate strategy. From this strategy, it derives a business-unit strategy. From the business-unit strategy, it derives a marketing strategy. From that marketing strategy, it derives, for example, an advertising strategy.
We suggest a different approach; we don’t use this hierarchy to understand marketing. Instead, we want to integrate marketing with business functions such as finance and strategy.
Value-based marketing framework
Marketing is about creating customer insights, co-creating value with your customers based on those insights, communicating this value better to your customers, and capturing the value from your co-creation.
This framework becomes a virtuous circle of growth and performance when done right, with marketing at the center of strategy development rather than at the periphery. At the heart of this activity are customer insights. If you don’t have deep insights, then you are building your marketing activities on shaky ground.
Why Real Impact?
Failing to understand your customers can waste marketing resources and create a useless strategy, leaving your company with lackluster results. And social media content and digital initiatives aren’t enough to create influence or growth.
When done right, marketing has the ability to make a real impact. But it needs the fuel from customer insights, value communication, and strategies powered by consumer behavior. Without them, you’ll build your marketing efforts on shaky ground.
Improve your marketing function with professors Stefan Michel and Lisa Duke’s business-focused and practical approach, value-based tools, and their unique one-page visual marketing plan that’s proven to help leverage your strategies for success. Written in a language you can understand, this is your ultimate guide to evidence-based decision-making in your marketing strategy to deliver better customer insights, solutions, and prices.
ASIN : B09SK8NBSY
Publisher : Business School Press; 3rd edition (April 4, 2022)
Publication date : April 4, 2022
Language : English
File size : 70344 KB
Simultaneous device usage : Unlimited
Text-to-Speech : Enabled
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Enabled
Word Wise : Enabled
Print length : 337 pages
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