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Marketing for Ceos

Author: Ben Legg

Publisher:

Published: 2016-04-11

Total Pages: 148

ISBN-13: 9780692669297

Adknowledge Group CEO Ben Legg, a veteran of McKinsey, Coca-Cola and Google and one of the sharpest, most innovative minds in digital marketing, delivers a smart, irreverent manifesto sure to put the fear of God into most Chief Marketing Officers! Marketing for CEOs may be compact in length, but it's long on ideas and informed opinions about what works and doesn't work in today's digital marketing world. What works:Directly linking marketing activities to the creation of shareholder value, customer lifetime value, an iterative creative process where lots of ultra-targeted ads are created and tested in real time, systematically ferreting out inefficiency, testing your CMO to see if he or she has the digital marketing chops to get the job done. What doesn't work:Most CMOs, CEOs who ignore their role as "brand stewards", using customer data in ways that are creepy or invasive, and CMO/ Chief Information Officer turf wars, among other things. Marketing for CEOs is packed with insights from one of the leading intellects in the ever-changing world of digital marketing and branding. Whether you're in the C-suite or just aspire to be one day, if you want to know how the digital marketing revolution will shape the future, read this book. If you want to know how to run a lean marketing operation that runs smoothly and outsources wisely, read this book. If you want to know how to hire the perfect CMO for your organization-or if the one you have is actually pretty good-start reading. And if you're a Chief Marketing Officer, read it before your CEO does. The job you save might be your own.

The CEO's Guide to Marketing

Author: Lonny Kocina

Publisher: Greenleaf Book Group

Published: 2017-10-24

Total Pages: 248

ISBN-13: 0999069314

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This is the most practical marketing book you will ever read. It outlines a six-step process that will bring clarity to marketing like you’ve never experienced before. It’s literally a step-by-step guide to more leads, higher sales and a stronger brand. The first step is simply being a competent marketer. As the CEO of your organization, this should worry you: Your marketing team knows a lot less about marketing than they let on. And you can prove it in an instant. Ask them to explain the difference between the marketing mix and the promotional mix. It’s a basic question but surprisingly most marketers don’t know the answer. Imagine asking your accounting staff the difference between a balance sheet and an income statement and finding out you stumped them. Now consider this: You can maybe ring another 20% in sales out of your current customers, but that’s offset by the hole in your customer bucket. Real growth comes from new business development and you’ve entrusted a good share of that to a marketing team that can't define a basic marketing term. Not good. I suggest you buy a copy of this book for yourself first. I’ll show you the six steps of Strategically Aimed Marketing or the SAM 6® process for short. It will get you up to speed quickly. Then buy copies for your staff and have them integrate the process into your organization. If you are a marketing manager, writer, graphic designer or anyone else who has a hand in marketing, you should buy this book and beat your CEO to the punch. I’m not kidding when I say The CEO’s Guide to Marketing will make you the smartest marketer in the room. You are going to wish you had this book years ago. Lonny Kocina

The CEO's Digital Marketing Playbook

Author: Thomas J. Donohoe

Publisher: Koehler Books

Published: 2019-11-15

Total Pages: 250

ISBN-13: 9781633939509

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The CEO's Digital Marketing Playbook is the definitive playbook and crash course for both the baseline and advanced digital and direct marketing that every company on Earth needs to deploy in the 21st Century. Unlike the hundreds of books about social media or online advertising concepts, this step by step guide lays out every strategy and tactic that is essential to achieving the single greatest achievement in marketing: driving new customers and doing so profitably. Every CEO, from startup to Fortune 100, needs to understand every concept in this book or risk bleeding money and opportunity, which 99% are doing whether they know it or not. Every marketing professional and small business owner needs to embrace the tactics laid out or risk being bad at their job of profitable customer generation and best practice marketing. In just over 200 pages, every business professional can become a smart, customer generation focused digital marketer by following this playbook.

Marketing As Strategy

Author: Nirmalya Kumar

Publisher: Harvard Business Press

Published: 2004-05-05

Total Pages: 304

ISBN-13: 1422163393

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CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.

The Copywriter's Handbook

Author: Robert W. Bly

Publisher: Holt Paperbacks

Published: 2007-04-01

Total Pages: 431

ISBN-13: 1429900156

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The classic guide to copywriting, now in an entirely updated third edition This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention—and sell more products. Among the tips revealed are • eight headlines that work—and how to use them • eleven ways to make your copy more readable • fifteen ways to open a sales letter • the nine characteristics of successful print ads • how to build a successful freelance copywriting practice • fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy. "I don't know a single copywriter whose work would not be improved by reading this book." —David Ogilvy

The Brand-Driven CEO

Author: David Kincaid

Publisher: University of Toronto Press

Published: 2020-11-03

Total Pages: 252

ISBN-13: 1442621656

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The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviors, decisions, and operations of their entire organization in order to drive value. David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the "New 4Ps" of brand management: People, Process, Intellectual Property, and Partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value. Using real-life, current case studies from today’s fastest growing and most valuable brands – including Starbucks, Apple, and BMW – this book reveals the critical importance of managing big businesses as integrated business systems. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a stepby-step roadmap that can be applied to help transform your brand and its management.

CEO Branding

Author: Marc Fetscherin

Publisher: Routledge

Published: 2015-06-19

Total Pages: 360

ISBN-13: 1317746627

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CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise. The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, profit, and stock returns), as well as non-financial terms (reputation, trust, and firm strategy). The book also includes ‘lessons learned’ and many examples that illustrate how companies can measure and manage the CEO brand. This comprehensive, authoritative volume will give students, researchers, marketing and communication managers, and CEOs themselves a thorough understanding of all aspects of the CEO brand. A must read for any CEO who is serious about developing, managing and measuring their own brand. For more information, visit www.ceobranding.org

What Really Counts for Ceos: Connect the Dots Between Marketing & Sales. Regain Control of Your Company's ROI.

Author: Gal S. Borenstein

Publisher: Gal Borenstein, Author

Published: 2008-10

Total Pages: 129

ISBN-13: 0615255957

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Borenstein uncovers the key challenges CEOs face and gives the tools needed to treat marketing as a science.

Marketing to CEOs

Author: Frank Edison

Publisher: Independently Published

Published: 2024-05-15

Total Pages: 0

ISBN-13:

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In the high-stakes world of corporate leadership, CEOs stand as the ultimate decision-makers, steering the destiny of their organizations with strategic precision. "Marketing to CEOs by FRANK EDISON" delves into the sophisticated art of influencing these powerful figures, offering a masterclass in understanding and engaging with the unique mindsets of corporate leaders. This groundbreaking book transcends traditional marketing tactics, unveiling a nuanced approach that resonates with the ambitions and challenges faced by CEOs. It reveals the psychology behind their decision-making processes, providing readers with unparalleled insights into how to craft messages that not only capture attention but also inspire action. Through a blend of cutting-edge research, real-world case studies, and expert interviews, "Marketing to CEOs" deciphers the complex language of leadership. It explores how to build credibility and trust, the paramount currency in boardrooms. Learn the secrets to positioning your brand as a STRATEGIC PARTNER rather than just another vendor, and discover the pathways to forging deep, lasting relationships with top executives. Every chapter is a treasure trove of strategies, from leveraging digital platforms to creating compelling narratives that align with a CEO's vision and values. The book also addresses the critical importance of timing, understanding when and how to present opportunities that align with corporate cycles and personal inclinations. "Marketing to CEOs" is not just a manual; it's a strategic guide that empowers you to ascend the corporate ladder of influence. Whether you're a marketer aiming to break into the C-suite or a seasoned executive looking to refine your approach, this book equips you with the tools to transform your marketing strategy and ultimately, the success of your business. Prepare to navigate the intricate corridors of corporate power and emerge with the acumen to capture the minds and wallets of those who command the highest echelons of business. Your journey to mastering the art of marketing to CEOs begins here. Click the CALL TO ACTION button to start.

A Fresh Wave of Marketing

Author: Casey Gromer

Publisher:

Published: 2018-10-28

Total Pages: 105

ISBN-13: 9781729123027

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You're a visionary entrepreneur, and the core of your business is making an impact on the world. Finding a better way. Making a difference. Shaking up the status quo. -But even though the visionary in you can solve all the world's problems on a cocktail napkin over coffee, when it comes to getting your business over that next big hump: --You are burning out trying to move the needle on your profit--You feel out of control and, instead of controlling your business, your business is controlling you--You have lost your brand message in translation--You change directions so quickly that your team can't keep up--You have a fear of letting go--You are still so deep in the day-to-day of your business that you never have time for family or things you enjoy-A Fresh Wave of Marketing takes a different approach. Discover the marketing strategies, systems, and processes you need to step out of the daily marketing burnout and into your role as visionary leader of your business.