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• Foreword Preface Part I: The Principles of Positioning
• 1: Great Marketing Starts with Great Positioning
• 2: Core DNA Matters
• 3: Genetic Testing The DNA Test The Genotype Test
• 4: The Six Cs of Positioning
• 5: Positioning and Message Architecture
• 6: Activation
• 7: Genetic Engineering 8:Cutting-Edge Revolutions Part II: Aha! in Action: The Practice of Positioning
• 9: Tile: Delivering Peace of Mind
• 10: BuildingConnected: Cutting Through the Noise
• 11: Addepar: Weapon of Choice
• 12: Synaptics: The Human Interface Revolution
• 13: Retrotope: The Next Big Thing
• 14: OpenGov: Charisma in Action Conclusion Acknowledgments Index.
• (source: Nielsen Book Data)

From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries. Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company-Who are we? And why do we matter?-before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding). There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented-and it's absolutely critical for business leaders to know which type their company is to create an authentic and ultimately "sticky" position in the market. A company's DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won't gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor. Get to Aha! presents a clear step-by-step framework that will help you determine your company's precise position in the marketing landscape, using Andy's DNA-based methodology. It takes you through the process of performing "genetic testing" on your company, examining the market through the six Cs of positioning, and developing your positioning statement-a rational, factual statement about your company's role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition. Trust Andy. Steve Jobs did.
(source: Nielsen Book Data)

• Introduction--
• 1. The changing world of business--
• 2. Our journey--
• 3. The Profit Pillars of Marketing(TM)--
• 4. Marketing proposition: external analysis--
• 5. Marketing proposition: internal analysis--
• 6. Marketing communication: non-digital--
• 7. Marketing communication: digital--
• 8. Implementing your plan-- Conclusion-- The TMC Authority Guide Marketing Plan Template(TM)-- About the authors-- Who is THE Marketing Company?
• (source: Nielsen Book Data)

Have a sales plan? Now you need a marketing plan. Written especially for small businesses, this Authority Guide shows you how to write and execute your marketing plans efficiently and accurately. Ambrose and Jo Blowfield will help you create a plan using proven, affordable marketing tactics for both digital and traditional strategies. You'll have a year long marketing plan that is structured, well thought out and targeted to your ideal clients, allowing you proactively to promote your business.
(source: Nielsen Book Data)

• The marketing landscape
• Competing for attention
• Striking the right chord
• Above the noise.

Marketing today is out of control. With all the new marketing techniques accessible to the masses, it's becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, it's a lot of noise. Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market Leverage(TM), an approach to help cut through the clutter, stand out, and effectively build business. Marketing Above the Noise takes a contrarian approach by not focusing on social media, digital marketing, or other new tactics, and instead helping organizations understand: * The critical upfront work needed to really understand customers, markets and unmet needs * The value of consistent, focused messaging * Why empowering employees to effectively represent the brand is so critical * How to thrive in an age of user-generated content and customer driven marketing * Why it's key not to confuse selling with installing The book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment. Today's businesses need to stop trying to keep pace with the latest and greatest marketing tactics and instead focus on developing those long term strategies that build customer loyalty and convince prospects to buy. Yes, businesses need to be aware of and integrate new media and new approaches, but they need to do it in a way that makes sense for the business. They need to maintain a clear focus above the din of the roaring crowd--above the marketing fray. Most organizations don't have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, they're not able to integrate every new tactic as it appears and they're not sure how to prioritize all of these options. What's needed is a timeless framework--a way of looking at marketing as tied to both business growth and the building and nurturing of ongoing customer engagement. It's time to move the focus from social media and evangelists, sales and marketing alignment, and the latest hot cloud-based marketing tools, to what really counts: convincing customers to trust you with their business--not just once, but time and time again.
(source: Nielsen Book Data)

• 1. Introduction: Does Marketing Need Reform? Jagdish N. Sheth and Rajendra S. Sisodia--
• Part 1. Mirror, Mirror on the Wall: Marketing's Image, Excess, and Resistance Problems--
• 2. Coming to Concurrence: Improving Marketing Productivity by Reengaging Resistant Consumers, J. Walker Smith--
• 3. The Image of Marketing, Jagdish N. Sheth, Rajendra S. Sisodia, and Adina Barbulescu--
• 4. Why Marketing Needs Reform, Johny K. Johansson--
• 5. Marketing Reform: The Case of Excessive Buying, Naresh K. Malhotra, Lan Wu, and Fred C. Allvine--
• Part 2. Are Marketing's Problems Self-Correcting?--
• 6. Does Reform Need Reform? Steven Brown--
• 7. The Morality of Markets, Marketing, and the Corporate Purpose, Debra Jones Ringold--
• 8. On Reforming Marketing: For Marketing Systems and Brand Equity Strategy, Shelby D. Hunt--
• 9. Does Marketing Need Reform? Personal Reflections, Russell S. Winer--
• 10. Reform, Reclamation, or Improvement: Reinventing Marketing, David W. Stewart--
• Part 3. Rethinking Marketing's Sacred Cows--
• 11. Challenging the Mental Models of Marketing, Yoram (Jerry) Wind--
• 12. Whither "Marketing"? Commentary on the AMA's New Definition of Marketing, Gregory T. Gundlach--
• 13. Interaction Orientation: The New Marketing Competency, V. Kumar and Girish Ramani--
• 14. Customer Advocacy: The Start of a New Paradigm in Marketing? Glen L. Urban--
• 15. Does Marketing Need to Transcend Modernism? A. Faut Firat and Nikhilesh Dholakia--
• 16. From Marketing to the Market: A Call for Paradigm Shift, Alladi Venkatesh and Lisa Penaloza--
• Part 4. Adjusting to Marketing's Changing Context--
• 17. Ethical Lapses of Marketers, Philip Kotler--
• 18. The Price Is Unfair! Reforming Pricing Management, Kent B. Monroe and Lan Xia--
• 19. Marketing to the New Customer Majority, David Wolfe--
• 20. Questions Marketers Need to Answer, Tim Ambler--
• 21. Marketing's Final Frontier: The Automation of Consumption, Jagdish N. Sheth and Rajendra S. Sisodia--
• 22. The Marketing-IT Paradox: Interactions from the Customer's Perspective, Pierre Berthon and Joby John--
• Part 5. Marketing and Its Stakeholders--
• 23. Making Marketing Accountable: A Broader View, Katherine N. Lemon and Kathleen Seiders--
• 24. Out of Sight and Out of Our Mind: What of Those Left Behind by Globalism? Russell Belk--
• 25. Expanding the Perspective: Making U.S. Marketing Relevant for the New World Order, Susan P. Douglas and C. Samuel Craig--
• 26. What Can Industrializing Countries Do to Avoid the Need for Marketing Reform? Kerry Chipp, Scott Hoenig, and Deon Nel--
• 27. Leveraging Marketing's Influence in Team and Group Settings, Anne Stringfellow and Sandy Jap--
• Part 6. Academia, Heal Thyself: Reforming Marketing Scholarship and Education--
• 28. The World of Marketing Thought: Where Are We Heading? William L. Wilkie--
• 29. Marketing: A Tale of Two Cities, Gary L. Lilien--
• 30. Marketing or Marketers: What or Who Needs Reforming? Rajiv Grover--
• 31. Revitalizing the Role of Marketing in Business Organizations: What Can Poor Academics Do to Help? Jagmohan S. Raju--
• 32. Does Marketing Need Reform School? Morris B. Holbrook--
• 33. Musings on the Need for Reform in Marketing, Rajan Varadarajan--
• Part 7. A New Mission for Marketing--
• 34. Marketing: A Perpetual Work in Progress, Frederick E. Webster, Jr.--
• 35. Recapturing Marketing's Mission, Leonard L. Berry and Ann M. Mirabito--
• 36. Holistic Marketing: A Broad, Integrated Perspective to Marketing Management, Kevin Lane Keller and Philip Kotler--
• 37. Back to the Future: Putting the People Back in Marketing, Steve J. Grove, Joby John, and Raymond P. Fisk--
• 38. Marketing Reform: A Meta-Analytic, Best Practice Frame for Using Marketing Metrics Effectively, John U. Farley and Praveen K. Kopalle--
• 39. Designing a Business from the Customer Back, Steven Haeckel--
• 40. How to Reform Marketing, Jagdish N. Sheth and Rajendra S. Sisodia-- About the Editors and Contributors-- Name Index-- * Subject Index.
• (source: Nielsen Book Data)

Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.
(source: Nielsen Book Data)

• I: The shift from relative to absolute. From relative to absolute ; The decline of "irrationality" ; New patterns in consumer decision making ; Why we're bullish about absolute values
• II: How marketing changes forever. When brands mean less ; Satisfaction, loyalty, and the future of past experience ; Absolute diffusion : from Pinehurst to Pinterest ; Pointless positioning and persuasion
• III: A new framework. The influence mix ; Communication : match your customers' influence mix ; Market research : from predicting to tracking ; Segment evolution : from susceptible to savvy ; The future of the absolute ; Absolute business : a final word.

Absolute Value by Itamar Simonson has descriptive copy which is not yet available from the Publisher.
(source: Nielsen Book Data)

Esta obra es la recopilación de una serie de cápsulas transmitidas por radio a través de la estación Ultra 101.3. Conceptos claves, estrategias seguidas por empresas importantes, acciones concretas que el dueño de un negocio puede seguir, tendencias y recomendaciones son planteados por la autora en un lenguaje ágil y sencillo, de forma que cualquiera que nunca ha tenido contacto con este mundo pueda introducirse fácilmente en los recovecos de la mercadotecnia y de los negocios. El objetivo final: facilitar la toma de decisiones a cualquier persona que esté incursionando en este campo.

• INTRODUCTION
• Inside Marketing: Practices, Ideologies, Devices
• PART I: STUDYING MARKETING DIFFERENTLY
• 1. Marketing as a Monstrosity: the Impossible Place Between Culture and Economy
• 2. The Uses of Use Value: Marketing, Value Creation, and the Exigencies of Consumption Work
• 3. <"Market-things inside>": Insights from Progressive Grocer (United States, 1929-1959)
• PART II: MARKETING AS PERFORMANCE: TOOLS AND DEVICES
• 4. Convoking the Consumer in Person: The Focus Group Effect
• 5. Marketing as Surveillance: Assembling Consumers as Brands
• 6. Consumer Segmentation in Practice: An Ethnographic Account of Slippage
• 7. The Making of the Sensuous Consumer
• PART III: THE POLITICAL ECONOMY OF MARKETING PRACTICE
• 8. Modeling Blackness in Civil Rights America
• 9. Customer Co-Production from Social Factory to Brand: Learning from Italian Fashion
• 10. Flipping the Neighbourhood: Biopolitical Marketing as Value Creation for Condos and Lofts
• PART IV: THE DIFFUSION OF MARKETING IDEOLOGY AND ITS EFFECTS
• 11. Commercial Epistemologies of Childhood: 'Fun' and the Leveraging of Children's Subjectivities and Desires
• 12. Broadening the Marketing Concept: Service to Humanity, or Privatization of the Public Good?
• 13. Neoliberal Experiments: Social Marketing and the Governance of Populations
• 14. Mapping the Future of Consumers
• PART V: AFTERWORD
• The Marketing Reformation Redux.
• (source: Nielsen Book Data)

The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little understood inner workings of the marketing profession itself, despite the widespread recognition of marketers as key agents in shaping the face of global capitalism. Inside Marketing offers a theoretically informed critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide. This book brings together leading scholars and practitioners from the fields of business, history, economic sociology, and cultural anthropology, to analyse the inner workings and outer effects of marketing as a material social practice, an ideology, and a technique. Their work raises some important and timely questions. How has marketing transformed the pharmaceutical industry and what are the consequences for our lives? How does marketing influence the way we think of progress and modernity? How has marketing changed the way we think of childhood? And how does marketing appropriate the creativity of consumers for profit? This book offers scholars, policy-makers, and practitioners a theoretical and conceptual understanding of how marketing works as a cultural institution and as an ideology.
(source: Nielsen Book Data)