Marketing at Low Tide

Marketing at Low Tide PDF

Author: Allison Tivnon

Publisher:

Published: 2020-10-19

Total Pages:

ISBN-13: 9781735743707

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In 2020, the longest period of economic expansion in U.S. history came to a grinding halt. Caught off guard by years of growth and record-breaking profits, architecture, engineering, and construction firms (known collectively as the A/E/C Industry) are now reeling and wondering how long the recession will last and how severe the financial impacts will be. During the Great Recession of 2008-2010, many A/E/C firms made deep and devastating cuts into their Marketing departments. These short-sighted 'cost-saving' measures rippled across the country and caused waves of layoffs of marketing professionals across all job categories and levels of seniority. This type of extreme de-investment in marketing resources hinders a firm's ability to position in the hyper-competitive landscape of a recession. It also increases the likelihood of a loss in market share to competitors who didn't make such cuts. To prevent this from happening again, it is important to take a step back and reflect--to both understand the motivations and perceptions that drive firm financial decisions, as well as to clinically review some of the miss-steps marketing departments make when the 'tide goes out'. The wear and tear of a strong economic expansion can take a toll on our marketing operations and make it difficult to pivot into recession. Any stumbles in our agility send signals to our firm leadership that we may not be up to the task of weathering an economic downturn. This book offers several action steps and strategies to reinforce our marketing operations and improve the agility we so badly need right now.

Rural Marketing: Text and Cases

Rural Marketing: Text and Cases PDF

Author: Krishnamacharyulu

Publisher: Pearson Education India

Published: 1900

Total Pages: 609

ISBN-13: 8131753840

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Rural Marketing: Text and Cases provides a comprehensive coverage of the changing profiles, issues and practices in the context of rural marketing. Built on the general marketing management framework, the book discusses the strategic issues that in

High Tide

High Tide PDF

Author: Jude Deveraux

Publisher: Simon and Schuster

Published: 2012-12-11

Total Pages: 352

ISBN-13: 1471104249

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Fiona is the creator of fashion doll sensation Kimberley, and is quite satisfied with her career-focused life. Yet when her boss informs her that she must win over a new account by going camping with the creator of a hit children's TV show, she is extremely reluctant. Nevertheless, she goes to Florida to meet Roy and his Guide Ace Montgomery. When Roy is found dead with Fiona holding the bloody knife, she becomes the prime suspect - though she has no recollection of what happened. Things get worse when she learns that Roy, until now a stranger to her, left her all the proceeds from his new TV show, giving her a strong motive for murder. Suddenly, she and Ace find themselves on the run, and being condemned by the press for murder. They must prove their innocence by discovering the true motive and murderer of Roy. Fiona and Ace figure out they are linked through her father, and it is then that Fiona learns the secrets of her family's past, turning her world upside down.

The Highest Tide

The Highest Tide PDF

Author: Jim Lynch

Publisher: Bloomsbury Publishing USA

Published: 2006-05

Total Pages: 270

ISBN-13: 1582346291

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While the sea continues to offer him discoveries from its mysterious depths, such as a giant squid, a teenaged boy struggles to deal with the difficulties that come with the equally mysterious process of growing up.

Inspired Marketing!

Inspired Marketing! PDF

Author: Joe Vitale

Publisher: John Wiley & Sons

Published: 2008-04-30

Total Pages: 227

ISBN-13: 0470285265

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Inspired Marketing! presents the inside secrets of today?s most successful marketers. If you sell anything, this handy, practical, rainmaking guide reveals a new way to sell without resorting to hype, scare tactics, or manipulation using an amazing step-based model anyone can apply. If you?re a salesperson or marketer who knows that the old tactics no longer work and that long-term success requires fresh ideas, this is the perfect guide for you.

How Not to Suck At Marketing

How Not to Suck At Marketing PDF

Author: Jeff Perkins

Publisher: How2Conquer

Published: 2021-09-01

Total Pages: 212

ISBN-13: 1945783168

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If you’ve ever felt like you suck at marketing, you’re not alone. Survive and thrive in today’s digital world. Let’s face it, marketing today is really, really hard. From the explosion of digital advertising options to the thousands of martech tools out there on the market, it’s virtually impossible to stay on top of it all. Even more challenging is the deluge of analytics available, leaving marketers swimming in data but thirsting for knowledge. But you don’t have to feel like you suck at marketing. Join award-winning marketing leader Jeff Perkins as he examines how to avoid the pitfalls and survive in today’s ever-changing marketing landscape. Focusing on essential skills for modern marketers, How Not to Suck at Marketing prepares you to: - Create a focused marketing program that drives results - Collaborate effectively with the key stakeholders - Assemble a high-performing marketing team - Define and nurture your company (and personal) brand - Build a focused career and find the right job for you Digital tools allow us to track immediate results, but marketing has always been about the long game. Tackle your marketing strategy and build a focused career with this practical guide.

The SAGE Handbook of Advertising

The SAGE Handbook of Advertising PDF

Author: Gerard J Tellis

Publisher: SAGE

Published: 2007-10-24

Total Pages: 513

ISBN-13: 1446265900

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′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

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