Brand vision : the clear line of sight aligning business strategy and marketing tactics / Jim Everhart. electronic resource
Series Marketing collection | Marketing collectionEditor: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2022Edición: First editionDescripción: 1 online resource (xix, 179 pages) : color illustrationsTipo de contenido:- text
- still image
- computer
- online resource
- 9781637421741
- 1637421745
- Business planning
- Marketing
- Business planning
- Marketing
- Brand vision
- Strategic messaging
- Messaging strategy
- Brand messaging
- Marketing messaging
- Strategic branding
- Brand strategy
- Marketing strategy
- Pyramid messaging
- Brand marketing
- Strategic marketing
- Corporate strategy
- Communications strategy
- Integrated marketing
- Marketing integration
- Brand integration
- Business strategy
- Marketing ROI
- Marketing results
- Marketing return on investment
- 23 658.4012
- HD30.28 E94 2022
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro Electrónico CARIBET | CARIBET Biblioteca Arquitectura Libros Electrónicos CARIBET | Electrónico HD30.28 E94 2022 (Navegar estantería(Abre debajo)) | 1 | Disponible | caribet298608 |
Descripciones mejoradas de Syndetics:
This book is based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy.
In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company's employees, on average, are unaware of or do not understand its strategy.
Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company's marketing program to its business strategy. It's based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well.
The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country's largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.
Includes bibliographical references (pages 171-173) and index.
Part I. Strategy: insight that activates --
Chapter 1. Positioning: who are you? --
Chapter 2. Business objectives --
Part II. Audience: intelligence that resonates --
Chapter 3. The market --
Chapter 4. The buying team --
Part III. Creative: concepts that captivate --
Chapter 5. The story --
Chapter 6. The content --
Part IV. Campaigns: marketing that orchestrates --
Chapter 7. Media and integration --
Chapter 8. Developing campaigns --
Part V. Measurement: analytics that illuminate --
Chapter 9. Optimization --
Chapter 10. Return on investment --
Closing thoughts --
Appendix A. The brand vision creative brief --
Appendix B. The brand vision ROI dashboard --
Brand vision: the clear line of sight aligning marketing tactics and business strategy hopes to change that by offering simple, easily implemented tools connecting a company's marketing program to its business strategy. It's based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country's largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.
Print version record.
OCLC control number change