Updating Your Company's Marketing Strategy: Leading CMOs on Examining the Effectiveness of Current Campaigns, Implementing New Initiatives, and Ensuring ... (Inside the Minds)

Updating Your Company s Marketing Strategy is an authoritative, insider s perspective on the key steps and tactics top marketers employ to review and revise their marketing plans to yield profitable results. Featuring marketing executives representing some of the top companies in the nation, Updating Your Company s Marketing Strategy provides best practices for performing strategy reviews at all stages. Driven by the demand for marketing to embrace more of a calculated role in the company s overall strategy, the authors discuss the importance of ensuring alignment with corporate objectives, achieving buy-in from senior management on potential amendments, and incorporating outsourcing into the updated marketing strategy. This book provides valuable insight for those needing to revamp their marketing approach, from a minor facelift to a complete overhaul, by looking at past successes in order to chart out the future. From performing a comprehensive review of the current strategy to identifying areas for updates to implementing new initiatives, these authors walk through how best to interpret the impetus for change and then leverage it to impact profitability. Highlighting the importance of enterprise agility in this rapidly changing business climate, the authors demonstrate how to respond quickly to vacillating needs and customer feedback while overcoming budgetary and resource constraints. The different niches presented and the breadth of perspectives represented enable readers to get inside some of the leading marketing minds of today, as these insiders offer up their thoughts around the keys to effective strategy renovation, which begins with the secret to marketing success today: knowing your customer and your competitor. Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters include: 1. Ruth Ann Burns, Vice President, Marketing and External Affairs, Georgian Court University - "Building and Marketing a Knowledge Brand" 2. Gunther M. Brinkman, Vice President, Marketing, Norse Dairy Systems - "Marketing Change: Conversations with Constituencies" 3. Lee R. Garfinkle, Chief Marketing Officer, Lowenstein Sandler PC - "Staying Ahead of the Curve as You Develop Your Marketing Strategy" 4. Judy Hackett, Senior Vice President and Chief Marketing Officer, Web.com - "Mastering the Small Business Market" 5. Michael Bobeczko, Director, Marketing, Sukut Construction Inc. - "Growing to Award-Winning Levels" 6. Mickey Goldkorn, Vice President, Marketing, LivHOME Inc. - "Tailoring Your Message to the Target Audience" 7. Brian Colucci, Director, Marketing, Townsend and Townsend and Crew LLP - "It s All about the Client: Strategies for Building a Client-Focused Organization"