The New Marketing Playbook

The Latest Tools and Techniques to Grow Your Business
1. Auflage 2021
ISBN: 978-1-292-37380-5
Verlag: Pearson Education

Buch, Englisch, 344 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 524 g

Jaideep Prabhu, Professor of Marketing at the Cambridge Judge Business School, Cambridge University

Margaret Jobling, Chief Marketing Officer of NatWest Group

We are living in a period of hyper-change; economic shocks, political upheavals, natural disasters, and global health pandemics are part of ‘normal’ life. Existing marketing models are designed for a “business as usual” mode so how do you prepare for this new environment?

You need a dynamic set of action-oriented marketing tools, techniques and principles to keep you at the top of your marketing game. With its easy to understand and actionable marketing framework, your organisation will be able to navigate a dynamic and changing environment in order to grow and thrive.

It’s a ‘must have’ playbook you can keep coming back to that combines theory, practise, insights, and case studies that will help transform your marketing activities to unearth undiscovered insights about your customers. It will also help you develop new propositions and customer experiences to meet their needs, create compelling communication and engagement strategies, and measure and improve your marketing with a roadmap of strategies your organisation should take.

What got us here, won’t take us there. Discover

Autoren/Hrsg.

Mehta, Ritchie

Inhaltsverzeichnis

Part 1: How to understand your customer

1. Know what your customers really want

2. Create an innovative value proposition

3. Design a compelling customer experience

Part 2: How to build your brand

4. Develop your brand

5. The secrets to scaling your brand

6. Build your brand's community through content marketing

Part 3: How to scale your marketing

7. The role of creativity and storytelling in marketing

8. Use search marketing to scale your presence

9. Online paid and programmatic advertising

10. Develop an e-commerce strategy

11. The art of social selling

12. Develop an influence marketing strategy

Part 4: How to engage your customers

13. Develop a customer relationship management approach

14. The power of smartphone marketing

15. Conversion rate optimisation and UX design

Part 5: How to check your marketing is working

16. Measure and improve your marketing

Über Autor(innen)

Ritchie Mehta is the Founder and CEO of Learn et al and the School of Marketing, a leading education platform that has over 8 FTSE 100 and 250 clients and partners including; Unilever, Three, TSB, RBS, Direct Line Group, Global and Pearson. A business leader, speaker and consultant who has worked with a range of organisations including HSBC, RBS, Direct Line Group, Toyota to name a few. A recognised academic who was an Honorary Fellow of the Cambridge Judge Business School, Adjunct Professor at the Hult International Business School and Business Lecturer at Pearson Business School. Holds an MBA (Distinction) from Warwick Business School, MPhil (1st) in Innovation and Strategy from the Cambridge Judge Business School, MA (Hons) 1st class in Business from Edinburgh University and BSc in Financial Management from Manchester Business School.