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reports  marketing magnified white papers books & publications organizations search archive |
CMO COUNCIL™ REPORTS & RESOURCES
BOOKS & PUBLICATIONS
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The Facebook Era
Right this minute, more than 1.5 million people are on Facebook. They’re interacting with friends--and talking about your brands. They’re learning about your business--and providing valuable information you can use to market and sell. In the Facebook Era, you’re closer to your customers than ever before. Read this book, and then go get them!
Clara Shih offers best practices for overcoming obstacles to success, ranging from privacy and security issues to brand misrepresentation, and previews social networking trends that are just beginning to emerge--helping you get ahead of the curve and ahead of the competition, too.
- Includes a practical 60-day action plan for positioning your company to win in the Facebook Era
- For companies of all sizes, in all industries--and business functions ranging from marketing to operations
- By Clara Shih, creator of Faceconnector, the first business application on Facebook
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Public Relations Strategy
This challenging book reflects the intense discussion taking place on how public relations should develop and support management strategy. It links models and theories of strategic management to the PR function.
The new edition includes more material on corporate reputation, research methods, public affairs, and information management.
Aimed at both practitioners and students, this book will help readers relate the day-to-day work to overall corporate policies and planning.
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Shopper Marketing
New and growing, Shopper Marketing is one of the hottest trends in marketing today. It targets consumers while they are in the store and involves every
aspect of the shopping experience, from promotions, displays and packaging to the store layout itself. According to a study by Deloitte, spending on shopper marketing has doubled since 2004. Procter & Gamble alone invests at least 500 million dollars a year in shopper marketing. Microsoft, IBM, Coca-Cola and Nestle all have their own shopper marketing units.
This book combines the perspectives of 35 internationally recognized shopper marketing experts, among them renowned author Paco Underhill. Its three
sections include research into shopper behavior [Insights]; interviews with experts [Strategy] and case studies of successful shopper marketing activities [Practice].
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Luxury World
For the first time in twenty years the luxury market is shrinking. Now more than ever we need to understand the role of luxury.
So, what is real luxury? Once used to describe genuinely sumptuous surroundings or outstanding products, the concept of luxury has been hijacked by a multitude of aspiring or expensive commodities, so that today it is applied to everything from foot spas to instant hot chocolate. Who are the genuine luxury brands, and how have they reacted to the democratization of glamour? What strategies do they use to lift themselves beyond the mere prestige into the realm of the truly elite? Who are their
customers, and what kind of lives do these remarkable people lead? How do luxury brands seduce and retain them?
With wit, accuracy, and insatiable curiosity, Mark Tungate takes readers on a voyage around the luxury universe, slipping behind the facade of the
world's most sophisticated businesses to show the reader how they really function. Among other destinations, the author visits Italian shoemakers, Swiss watch designers, the Champagne houses of France, and the top jewelry designers.
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Qualitative Research
Qualitative research is a powerful tool which plays a part in conducting marketing research into customer value analysis, branding and naming, new product launch, customer satisfaction and market segmentation, among other marketing areas. Its techniques include all types of focus groups, in depth one-one-one interviews, intercept studies and observational research. Because of its importance in determining buyer attitudes and beliefs it has been growing exponentially.
Sheila Keegan, psychologist and market research practitioner, outlines the history of qualitative research, its purpose and role, its relationship to
quantitative research, ethical issues it provokes, and how to analyze, interpret, and communicate research results. She presents different theoretical models within which qualitative research operates and uses case studies to show how these frameworks differ between the UK, Europe, the US and other countries.
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The Art of the Idea: And How It Can Change Your Life
As an award-winning playwright, author and Worldwide Creative Director of TBWA, John Hunt has witnessed again and again the power of original thinking to transform both companies and individuals.
In The Art of the Idea, Hunt addresses everyone, from the global boardroom to the man on the street, bridging the gap with ease. Few can argue with Hunt’s claim that it is ideas that move the world forward, and he refreshingly articulates that anyone can play: there is no hierarchy to original thinking.
The Art of the Idea provides a toolbox for achieving excellence and offers a new way of defining your world. By illustrating how to create space so that ideas can breathe, it provides a lifeline to those who find themselves stuck in a rut. The Art of the Idea grants permission to trust your instincts, endure initial ridicule, and practise thinking as a team sport.
Available from Amazon
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Socialnomics: How social media transforms the way we live and do business
A fascinating, research-based look at the impact of social media on businesses and consumers around the world, and what's in store for the future
Social Media. You've heard the term, even if you don't use the tools. But just how big has social media become? Social media has officially surpassed pornography as the top activity on the Internet. People would rather give up their e-mail than their social network. It is so powerful that it is causing a macro shift in the way we live and conduct business.
Brands can now be strengthened or destroyed by the use of social media. Online networking sites are being used as giant, free focus groups. Advertising is less effective at influencing consumers than the opinions of their peers. If you aren't using social media in your business strategy, you are already behind your competition.
- Explores how the concept of "Socialnomics" is changing the way businesses produce, market, and sell, eliminating inefficient marketing and middlemen, and making products easier and cheaper for consumers to obtain
- Learn how successful businesses are connecting with consumers like never before via Twitter, Facebook, YouTube, and other social media sites
- A must-read for anyone wanting to learn about, and harness the power of social media, rather than be squashed by it
- Author Erik Qualman is a former online marketer for several Top 100 brands and the current Global Vice President of Online Marketing for the world's largest private education firm
Socialnomics is essential book for anyone who wants to understand the implications of social media, and how businesses can tap the power of social media to increase their sales, cut their marketing costs, and reach consumers directly.
Available from Amazon
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More Guerrilla Marketing Research
More Guerrilla Marketing Research will take readers on a journey through one of the most misunderstood and under-utilized marketing techniques. The follow-up to Guerrilla Marketing Research, this book destroys the myth that only big companies can afford marketing research. It focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys, and how they can do it. More Guerrilla Marketing Research includes new and updated material on setting research goals and objectives; how to set a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research.
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Women Want More: How to Capture Your Share of the World's Largest, Fastest-Growing Market.
Explore major concepts from the book, including:
- Findings from our global survey
- Profiles of different types of consumers from around the world
- Categories that either serve women well or under serve them
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The Shift: The Transformation of Today's Marketers Into Tomorrow's Growth Leaders
The days of marketers operating in a vacuum, with marketing and business strategies being devised independently of one another, are ending. The best marketers are now creating integrated perspectives that start with the growth objectives of their entire organization. In The Shift, Prophet Senior Partner Scott Davis explores the new role marketers need to play. Drawing on two decades of experience, and using case studies and insights from leading marketers at GE, Walmart, Charles Schwab, P&G, Burger King, IBM, Boeing, and others, Davis identifies and outlines the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive both the growth agenda and bottom-line results.
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The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments
As much as 25 percent of wasted spending can be identified in many marketing budgets - troubling at the best of times, but disastrous in a business downturn. It puts the onus on Chief Marketing Officers and senior marketing leaders to bring more rigor to the process: more disciplined marketing planning; robust tracking and evaluation; a sharp eye on spending performance and a hard drive continuously to improve marketing's effectiveness to ensure business growth follows. But how does this come about? And where do you begin? In "The Marketing Accountability Imperative," Prophet CEO and Chairman, Michael Dunn, outlines decisive thinking and practical tools to get the job done. Learn how to make better marketing investment decisions - the kind that accelerate growth, improve efficiency and returns, and create a culture of marketing accountability. Using case studies and practical advice, Michael reviews a variety of analytic options and share what steps will help your organization achieve marketing accountability goals.
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The Integration Imperative: Erasing Marketing and Business Development Silos - Once and For All - in Professional Services
When it comes to competing effectively, achieving financial success and delivering optimal client service, professional and B2B firms keep looking for the Holy Grail in all the wrong places: "Hire big-time rainmakers!" "Acquire that hot boutique firm!" Pursuing these solutions avoids the real problem: Marketing and selling are disconnected. The real Holy Grail can be found by ensuring that marketing and business development are integrated into every function. The Integration Imperative summarizes three structural and cultural frameworks that professional- and B2B service firms can employ to achieve new effectiveness in marketing and business development, and ultimately, improve the firm's value to clients.
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Secrets of the Marketing Masters: What the Best Marketers Do -- And Why It Works
All the rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they watch; and digital technologies have changed how people shop, work and relax. But a small number of senior marketing leaders have tapped into the secrets of what engages consumers and keeps them coming back. This book reveals the keys to their success. Featuring exclusive interviews with experts from Ogilvy and Mather, Digitas, and Booz Allen Hamilton, "Secrets of the Marketing Masters" offers tips drawn from the experiences of the world's top marketers, from how to gain the confidence of your colleagues on the senior team, to how win your customers' trust. With this real-world, insider advice readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.
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Understanding Digital Marketing: Marketing strategies for engaging the digital generation
The world of digital media is changing at a phenomenal pace. Constantly evolving technologies, and their evolving uses, are transforming how we access information and how we interact and communicate with one another on a global scale. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future.
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Experiential Marketing. A practical guide to interactive brand experiences.
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. Consumer feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast. To gain lasting customer loyalty, brands must give something back.
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Brand Immortality: How brands can live long and prosper
Properly managed, no brand need decay and die -- immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators. Brand Immortality is a health manual for brands that seek immortality. Full of examples drawn from household brands, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival -- especially those which defend and strengthen a brand's place in the hearts and minds of consumers.
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A Clear Eye For Branding
A Clear Eye for Branding uses a conversational mode to help you understand how customers bring their own meaning to your brand and how the brand must constantly meet the customers' expectations in order to stay in its prime. You will see branding in new, clear ways with a renewed energy to put everyone in your organization from top to bottom, on the same path to supporting the brand.
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The Luxury Strategy: Break the rules of marketing to build luxury brands
Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company. The Luxury Strategy analyses in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods - often very far from the usual marketing strategies - used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes.
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OBD: Obsessive Branding Disorder
Journalist Conley examines the implications of brand-centric marketing in an incisive investigation that illustrates how defenseless consumers are against advertising—on any given day, they are assaulted by 3,000 to 5,000 ads and branding stratagems that subtly dictate every aspect of their lives. Harnessing scientific innovations, branding has become increasing insidious—whether it is the Xbox audio logo or Southwest Airlines' incorporation of the fasten seatbelt sound in their marketing campaign—consumers are being conditioned to think in brands. Beyond ad creep and product placement in entertainment programming, viral and word of mouth (WOM) marketing now make even personal recommendations suspect.
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The Four Pillars of Profit Driven Marketing
Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical.
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What Really Counts for CEOs: Connect the Dots between Marketing & Sales
At the end of the day, you, the CEO must determine what is and isn’t working for your company.Yet, trapped by old-school marketing practices that don’t fit your company, and perpetuate finger-pointing between sales and marketing, it’s hard to break through and grow to the next level. That’s unless you were able to make your marketing a science, and quickly discern What Really Counts. It’s a brave new world for CEOs; from old-school print advertising to Web 2.0 social networks and the emergence of digital strategies, CEOs of every sized company still have no idea which part of their marketing works, which part doesn’t and what they should invest in to enhance their company’s long-term success.
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Strategic Public Relations: Ten principles to harness the power of PR
It's A Fact: PR helps build successful businesses. Yet, with 24/7 news channels and an ever-increasing blur of Internet activity, the public relations landscape is radically changing. Strategic Public Relations offers practical principles as well as precise, useful pointers to help readers understand the morphing landscape and leverage contemporary PR to achieve maximum benefit.
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Crisis Communication: Practical PR strategies for reputation management and company survival
No company or organization is immune to crisis. A crisis, however, does not necessarily have to turn into a PR disaster. Crisis Communications provides readers with advice on how to limit damage by acting quickly and positively. Moreover, it explains how to turn a crisis into an opportunity by communicating efficiently via a successful public relations strategy. Crisis Communications is a thorough guide to help prepare an organization for unexpected calamities. It provides information on accountability, planning, building corporate image, natural disasters, accidents, financial crises, legal issues, corporate re-organization, food crises, negative press, media training and risk managers.
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THE LITTLE BOOK OF INTEGRATED MARKETING
Integrated marketing means different things to different people: ...integrating campaigns? ...integrating process? ...integrating data & applications? We say, it's all of the above. This little book answers the Why, what, how, when, and who of integrated marketing.
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THE EXPERIENCE ECONOMY
Sometime during the last 30 years, the service economy emerged as the dominant engine of economic activity. At first, critics who were uncomfortable with the intangible nature of services bemoaned the decline of the goods-based economy, which, thanks to many factors, had increasingly become commoditized. Successful companies, such as Nordstrom, Starbucks, Saturn, and IBM, discovered that the best way to differentiate one product from another--clothes, food, cars, computers--was to add service.
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AUTHENTICITY: WHAT CONSUMERS REALLY WANT
This eye-opening but muddled volume tells companies to remain true to self or, at least, to appear genuine, arguing that in a world increasingly filled with deliberately and sensationally staged experiences... consumers choose to buy or not buy based on how real they perceive an offering to be. Everything that forms a company's identity—from its name and practices to its product details—affects consumers' perceptions of its authenticity.
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MARKETS OF ONE: CREATING CUSTOMER-UNIQUE VALUE THROUGH MASS CUSTOMIZATION
This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one-in other words, from creating standardized value through mass production to creating customer-unique value through mass customization. The book examines many of the resulting changes in approach to strategy and operations-for example, moving from pushing products to fulfilling individual needs, from focusing solely on market share to measuring customer share, and from marketing to the masses to cultivating learning relationships with each customer. Markets of One offers the best of the leading thinkers on the topic, exploring both the promise and pitfalls of mass customization. Practical applications are presented with examples of leading companies who successfully mass customize for markets of one.
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THE PRODUCT MANAGER'S DESK REFERENCE
The first guidebook of its kind creating a standard body of knowledge and practice for product managers, and the executives supporting Product Management and Marketing, its purpose is to professionalize Product Management into a trade-craft, similar to that which was done for the field of medicine by Galen, more than 2000 years ago.
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ENGAGEMENT: WINNING THE BATTLE FOR CUSTOMER HEARTS AND MINDS
Leading loyalty experts from Allegiance, J.D. Power & Associates, Peppers & Rogers Group, CustomerThink, and others have compiled a book examining the critical nature of engagement as the new business battleground. The book is aimed at marketing and business executives who are looking for innovative approaches to increasing customer and employee loyalty. Chapters provide insights and guidance on how to use engagement as a competitive advantage, the economics of engagement, how to increase customer loyalty, the link between employee and customer engagement, and more.
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ANSWERING THE ULTIMATE QUESTION
by Richard Owen and Laura Brooks, PhD
Creating and keeping loyal customers has become one of the key topics in today's economic market and Word of Mouth (WOM) is rapidly becoming one of the key ways customer can impact the success of your brand. Answering the Ultimate Question defines how to deploy a Net Promoter strategy. Based on numerous case studies and finding from more than 80 companies this books tells you how all types of companies are successfully building stronger customer experiences.
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WWW.WORLD-NEWSPAPERS.COM
A database of world newspapers, magazines, and news sites in English, sorted by country and region.
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TUNED IN: UNCOVER THE EXTRAORDINARY OPPORTUNITIES THAT LEAD TO BUSINESS BREAKTHROUGHS
By Craig Stull, Phil Myers & David Meerman Scott
Any organization—companies large and small, nonprofits and government agencies, entrepreneurs and independent professionals, even churches, authors and rock bands—can benefit from getting tuned in, because they'll start to create products and services that people want to buy.
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AFRICA RISING: HOW AFRICA'S 900 MILLION CONSUMERS OFFER MORE THAN YOU THINK
By Vijay Mahajan
With more than 900 million consumers, the continent of Africa is one of the world’s fastest growing markets. In Africa Rising, renowned global business consultant Vijay Mahajan reveals this remarkable marketplace as a continent with massive needs and suprising buying power.
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BRANDED MALE: MARKETING TO MEN
By Mark Tungate
Branded Male discusses the evolution of the male consumer and the desire of marketers to tap into the still underdeveloped male market. Crammed with facts and anecdotes, Branded Male analyses how to effectively brand products and services for the male market. Using a typical modern male's weekday as a template and examining all the influences affecting him, the book considers his exposure to brands and the ways marketers can exploit these channels, taking you through popular strategies for marketing to men.
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MARKETING OUT OF CONTROL
By Keith Wardell
Mr. Wardell has focused on improving marketing efficiency over the past 30 years. To this end, he founded three marketing companies and worked for several marketing leaders including R.L Polk & Company, Equifax and National Decision Systems. Most recently, he founded Exmplar, Inc. dedicated to providing relevant, multi-channel communications for clients such as Staples, HSN Improvements, Kraft-Gevalia, and New Line Cinema. Previously, he founded Buyer's Choice, Inc., a leader in permission based marketing, offering millions of consumers the opportunity to selectively opt-out of and opt-into direct mail. In 1979, Mr. Wardell founded a joint venture with The Gallup Organization, called Gallup/Washington, to serve the research and site location needs of the then up and coming convenience store industry. Over the years, his clients have included Toyota Motor Company/Lexus Division, Merrill Lynch, Federated Department Stores, Bell South, 1-800flowers.com, Omaha Steaks and Procter & Gamble.
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THE ONLINE ADVERTISING PLAYBOOK: PROVEN STRATEGIES AND TESTED TACTICS FROM THE ADVERTISING RESEARCH FOUNDATION
By Joe Plummer, Steve Rappaport, Taddy Hall, Robert Barocci
The Online Advertising Playbook explains how online advertising works to achieve the full range of marketing objectives, spanning lead generation all the way to retention and loyalty. It is a heavily researched and practical book - over 1,200 studies, white papers, cases and trade articles were considered. The Playbook is studded with real brands, real programs and real marketplace results. It is not yet another book on the wonders of digital media; many of the cases showcase the power of integrating offline and online strategy. The Playbook's final chapter of invited essays points towards a new "mental model" of advertising that is centered on relevance of advertising message and engagement with brands in order to generate brand demand, which is the lifeblood of every brand.
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ASIAN BRAND STRATEGY: HOW ASIA BUILDS STRONG BRANDS
A new book by Martin Roll
Asian Brand Strategy offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool. It provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands, and is a must-read for Asian and Western business leaders as well as anyone interested in the most exciting region of the world.
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HOW TECHNOLOGY IS TOUCHING AND TRANSFORMING PROMOTIONS
Donovan Neale-May, CMO Council's executive director, was invited to speak at Brazil Promotion, the largest promotional market trade show, that took place in Sao Paulo, Brazil. Download presentation |
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MARKETING AS STRAGEGY:
UNDERSTANDING THE CEO'S AGENDA FOR DRIVING GROWTH AND INNOVATION
CEOs are frustrated by marketing's inability to deliver results. In his new book "Marketing As Strategy: Understanding the CEOs Agenda For Driving Growth and Innovation", Nirmalya Kumar, Professor of Marketing at the London Business School, challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at delivering value to customers.
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RIVERS OF REVENUE: WHAT TO DO WHEN THE MONEY STOPS FLOWING
A new book by long-time technology marketing consultant Kristin Zhivago called Rivers of Revenue: What to do when the money stops flowing lays out a step-by-step revenue generation system that turns traditional technology marketing and selling on its head. The method laid out in Rivers of Revenue is built upon the customer's buying process rather than on conventional marketing and selling processes.
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SECRETS BEHIND SUCCESSFUL BRANDING STRATEGIES
Donovan Neale-May, managing partner of GlobalFluency, is among a select group of international marketing consultants contributing bylined chapters to "The Art of Building a Brand," the latest release in the critically acclaimed "Inside The Minds" book series published by Aspatore, the C-Level Business Intelligence company. Neale-May's authority leadership commentary is entitled "Bountiful Brands Need Careful Cultivation." More |
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THE MARKETING MAVENS
By: Noel Capon
June 12, 2007
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