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Storynomics : story-driven marketing in the post-advertising world

Tác giả: Robert McKee

Contents: Introduction: The marketing revolution. Advertising, a story of addiction; Marketing, a story of deception; Story creation. The evolution of story; The definition of story; The full story; The purpose-told story; Putting story to work. Story and the CMO; Storified branding; Storified ...

The revenue acceleration rules

Tác giả: Shashi Upadhyay, Kent McCormick

B2B is 45% of the economy, but no book has addressed just this area of B2B predictive marketing--all have looked more at the consumer end of the predictive space. This book will explore how using predictive marketing to support ABM initiatives in the B2B world can supercharge your demand waterfall ...

Xấu thế nào - đẹp ra sao : bí kíp thẩm định thiết kế trong marketing : tái bản lần thứ 6

Giới thiệu 21 câu hỏi gợi ý kiểm định và 9 bí kíp thẩm định thiết kế, cùng các trải nghiệm tương tác trực tiếp qua các trò chơi và thử thách thú vị, giúp bạn đọc nhanh chóng nắm bắt các yếu tố cốt lõi trong thẩm mỹ và dễ dàng ứng dụng thiết kế vào hoạt động marketing thương hiệu một cách bài bản.

Aligning strategy and sales : the choices, systems, and behaviors that drive effective selling

Tác giả: Frank V. Cespedes

In Aligning Strategy and Sales, Harvard Business School professor Frank Cespedes equips you to link your go-to-market initiatives with strategic goals. Cespedes offers a road map to articulate strategy in ways that people in the field can understand and that will fuel the behaviors required for ...

The innovator's solution : creating and sustaining successful growth

Tác giả: Clayton M. Christensen, Michael E. Raynor

Christensen and Raynor give advice on the business decisions crucial to achieving truly disruptive growth and propose guidelines for developing your own disruptive growth engine. The authors identify the forces that cause managers to make bad decisions as they package and shape new ideas—and offer ...