The Seven Principles of WOM and Buzz Marketing Crossing the Tipping Point

The Seven Principles of WOM and Buzz Marketing Crossing the Tipping Point Book pdf free download. The Seven Principles of WOM and Buzz Marketing Crossing the Tipping Point is a best book to improve your buzz marketing. The authors of "The Seven Principles of WOM and Buzz Marketing Crossing the Tipping Point" are Panos Mourdoukoutas, and George J. Siomkos,

The Seven Principles of WOM and Buzz Marketing Crossing the Tipping Point cover page

WAR INBOARD THE ROOM: Why Left-Brain Management and Right-Brain Marketing Do not See Eye-to-Eye and What to Do About It AL & LAURA RIE

WAR INBOARD THE ROOM: Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye and What to Do About It AL & LAURA RIES book Free download.

Your brain is divided into two completely separate hemispheres. Each hemisphere processes information differently. Your left hemisphere processes information in series. It thinks in language. It works linearly and methodically. Your right hemisphere processes information in parallel. It thinks in mental images. It “sees” the big picture. One side of your brain or the other is dominant. In itself, that should not be surprising since it’s consistent with another well-known human trait. Some people are left-handed and some people are righthanded. In a similar fashion, some people are left brainers and some people are right brainers. (The two are independent. Left brainers can be either right-handed or left-handed. And vice versa).

What are you? If you’re the CEO of a major corporation, chances are good you are a left brainer. Before you make a decision, you want to be supported by facts, figures, market data, consumer re-Preface search. It couldn’t be otherwise in a world where the ultimate measurement is the bottom line and the stock price. If you have a job in marketing, chances are good you are a right brainer. You often make decisions by “gut instinct” with little or no supporting evidence. It couldn’t be otherwise in a creative discipline like marketing.

WAR INBOARD THEROOM Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye— and What to Do About It AL & LAURA RIES cover page

WAR INBOARD THEROOM Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye— and What to Do About It AL & LAURA RIES Contents:

1. Management deals in reality
2. Marketing deals in perception.
3. Management concentrates on the product.
4. Marketing concentrates on the brand.
5. Management wants to own the brand.
6. Marketing wants to own the category.
7. Management demands better products.
8. Marketing demands different products. 31Contents
9. Management favors a full line.
10. Marketing favors a narrow line.
11. Management tries to expand the brand.
12. Marketing tries to contract the brand
13. Management strives to be the “first mover.”
14. Marketing strives to be the “first minder.
15. Management expects a “big-bang” launch.
16. Marketing expects a slow takeoff.
17. Management targets the center of the market.
18. Marketing targets one of the ends
19. Management would like to own everything.
20. Marketing would like to own a word
21. Management deals in verbal abstractions.
22. Marketing deals in visual hammers.
23. Management prefers a single brand.
24. Marketing prefers multiple brands.
25. Management values cleverness.
26. Marketing values credentials.
27. Management believes in double branding.
28. Marketing believes in single branding.
29. Management plans on perpetual growth.
30. Marketing plans on market maturity.
31. Management tends to kill new categories.
32. Marketing tends to build new categories.
33. Management wants to communicate.
34. Marketing wants to position.
35. Management wants customers for life.
36. Marketing is happy with a short-term fling.
37. Management loves coupons and sales.
38. Marketing loathes them.
39. Management tries to copy the competition.
40. Marketing tries to be the opposite.
41. Management hates to change a name.
42. Marketing often welcomes a name change.
43. Management is bent on constant innovation.
44. Marketing is happy with just one.
45. Management has the hots for multimedia.
46. Marketing is not so sure.
47. Management focuses on the short term.
48. Marketing focuses on the long term.
49. Management counts on common sense.
50. Marketing counts on marketing sense.

Positioning The Battle for Your Mind by Al Ries and Jack Trout

Positioning The Battle for Your Mind by Al Ries and Jack Trout  Book free download. The Marketing Classic Positioning The Battle for Your Mind by Al Ries and Jack Trout will teach you hwo to be seen and heard in the crowded marketplace.

Positioning The Battle for Your Mind by Al Ries and Jack Trout  contents :

Chapter 1. What Positioning Is All About

Many people misunderstand the role of communication in business and politics today. In our over communicated society, very little communication actually takes place. Rather, a company must create a "position" in the prospect's mind. A position that takes into consideration not only a company's own strengths and weaknesses, but those of its competitors as well.

Chapter 2. The Assault on the Mind

There are just too many companies, too many products, too much marketing noise. The per­capita consumption of advertising in America is $200 per year.

Chapter 3. Getting into the Mind 21

The easy way to get into a person's mind is to be first. If you can't be first, then you must find a way to position yourself against the product, the politician, the person who did get there first.

Chapter 4. Those Little Ladders in Your Head 33

To cope with our over comunicated society, people have learned to rank products on mental ladders. In the rent­a­car field, for example, most people put Hertz on the top rung, Avis on the second rung and National on the third. Before you can position anything, you must know where it is on the product ladder in the mind.

Chapter 5. You Can't Get There from Here 43

A competitor has no hope of going head­to­head against the position IBM has established in computers. Many companies have ignored this basic positioning principle and have suffered the consequences.

Chapter 6. Positioning of a Leader

To be a leader, you have to be first to get into the mind of the prospect. And then follow the strategies for staying there.

Chapter 7. Positioning of a Follower

What works for a leader doesn't necessarily work for a follower. An also­ran must find a "creneau" or hole in the mind not occupied by someone else.

Chapter 8. Repositioning the Competition

If there are no "creneaus" left, you have to create one by repositioning the competition. Tylenol, for example, repositioned aspirin.

Chapter 9. The Power of the Nam

The most important marketing decision you can make is what to name the product. The name alone has enormous power in an overcommunicated society.

Chapter 10. The No­Name Trap

Companies with long, complex names have tried to shorten them by using initials. This strategy seldom works.

Chapter 11. The Free­Ride Trap

Can a second product get a free ride on the advertising coattails of a wellknown brand? In the case of Alka­Seltzer Plus and many other products on the market today, the answer is no.

Chapter 12. The Line­Extension Trap

Line extension has become the marketing sickness of the past decade. Why it seldom works.

Chapter 13. When Line Extension Can Work 145

There are cases, however, of successful line extension (GE, for example.) A discussion of when to use the house name and when to use a new name.

Chapter 14. Positioning a Company: Monsanto

A case history that illustrates how Monsanto is establishing its leadership in the chemical industry with the Chemical Facts of Life program.

Chapter 15. Positioning a Country: Belgium

A case history of Sabena Belgium World Airlines. The answer to the problems of a national airline like Sabena is to position the country, not the airline.

Chapter 16. Positioning a Product: Milk Duds

A case history that illustrates how a product with a small budget can get into the mind by positioning itself as the long­lasting alternative to the candy bar.

Chapter 17. Positioning a Service: Mailgram

A case history that illustrates why a really new service has to be positioned against the old.

Chapter 18. Positioning a Long Island Bank

A case history that shows how a bank can successfully strike back when its territory gets invaded by its giant neighbors from the Big City.

Chapter 19. Positioning the Catholic Church

Even institutions can benefit from positioning thinking. An outline of the logical steps that should be taken to position the Roman Catholic Church.

Chapter 20. Positioning Yourself & Your Career

You can benefit by using positioning strategy to advance your own career. Key principle: Don't try to do everything yourself. Find a horse to ride.

Chapter 21. Six Steps to Success

To get started on a positioning program, there are six questions you can ask yourself

Chapter 22. Playing the Positioning Game

To be successful at positioning, you have to have the right mental attitude. You have to become an outside­in thinker rather than an inside­out thinker. This requires patience, courage and strength of character.

Permission Marketing Turning Strangers into Friends, and Friends into Customers SETH GODIN

Permission Marketing Turning Strangers into Friends, and Friends into Customers SETH GODIN Book free download. Permission Marketing Turning Strangers into Friends, and Friends into Customers SETH GODIN best book for marketers to become success.

Permission Marketing Turning Strangers intoFriends, and Friends intoCustomersSETH GODIN Contents:

• The Marketing Crisis That Money Won’t Solve
• Permission Marketing-The Way to Make Advertising Work Again
• The Evolution of Mass Advertising
• Getting Started-Focus on Share of Customer, Not Market Share
• How Frequency Builds Trust and Permission Facilitates Frequency
• The Five Levels of Permission
• Working with Permission as a Commodity
• Everything You Know About Marketing on the Web Is Wrong!
• Permission Marketing in the Context of the Web
• Case Studies
• How to Evaluate a Permission Marketing Program
• The Permission FAQ

The 22 Immutable Laws of Marketing Violate Them at Your Own Risk by Al Ries and Jack Trout

 The 22 Immutable Laws of Marketing Violate Them at Your Own Risk by Al Ries and Jack Trout book pdf free download.

In "The 22 Immutable Laws of Marketing Violate Them at Your Own Risk by Al Ries and Jack Trout " book the author has analyzed marketing principles in some detail. He has developed strategic models of the marketing process, including a physical model of the human mind, which will help popularize under the concept of “positioning.” and the author also developed a military model of the marketplace, which assigns companies and brands to either defensive, offensive, flanking, or guerrilla modes of marketing warfare. After years of working on marketing principles and problems, He has distilled his findings into the basic laws that govern success and failure in the marketplace. He call these principles the Immutable Laws of Marketing, and there are 22 of them. Violate them at your own risk.

The 22 Immutable Laws of Marketing Violate Them at Your Own Risk by Al Ries and Jack Trout cover page

The 22 Immutable Laws of Marketing Violate Them at Your Own Risk by Al Ries and Jack Trout contents/chapters:
1. The Law of Leadership
2. The Law of the Category
3. The Law of the Mind
4. The Law of Perception
5. The Law of Focus
6. The Law of Exclusivity
7. The Law of the Ladder
8. The Law of Duality
9. The Law of the Opposite
10. The Law of Division
11. The Law of Perspective
12. The Law of Line Extension
13. The Law of Sacrifice
14. The Law of Attributes
15. The Law of Candor
16. The Law of Singularity
17. The Law of Unpredictability
18. The Law of Success
19. The Law of Failure
20.The Law of Hype
21. The Law of Acceleration
22. The Law of Resources

Business Relationship Management and Marketing By Michael Kleinaltenkamp

Relationship management, key account management and customer orientation are concepts that have become central to modern management. This book is dedicated to illustrating and reflecting these concepts and their corresponding methods and instruments in depth. It is thereby focused on the business-to-business realm and equally applies to traditional industrial markets as well as to business-to-business services. Contributions include state-of-the-art research results that are conveyed in a comprehensible fashion to be applied in both executive education as well as in practice.​