Marketing campaign development : what marketing executives need to know about architecting global integrated marketing campaigns (Record no. 37948)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03978nam a22001574a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1600050778 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | GOS |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Gospe, Mike |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing campaign development : what marketing executives need to know about architecting global integrated marketing campaigns |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | California |
| Name of publisher, distributor, etc | Happyabout.info |
| Date of publication, distribution, etc | 2008 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xiv,161p. |
| 500 ## - GENERAL NOTE | |
| General note | Introduction Chapter 1 The Truth about Campaign Development .. 3 Why is campaign development important? 3 Sun Microsystems1 a case study 5 Introducing the Integrated Marketing Plan (IMP) template 11 Campaigns versus activities 14 Chapter 2 Secrets of a Best-in-Class Campaign Development Process 15 Whal Is the campaign development process, and what triggers it 16 Part 1 Overview of the campaign development process 17 How the mc-at successful companies develop Iheir best campaign plans 18 Breaking down the basic campaign development process 20 The Kickoff Meeting- prelude to planning 22 Synchronization Meetings building the IMP 27 Decision, steering commitlei? review meetings 31 Part 2 Roles and responsibilities 35 Parts Answers to Ine lour rnosl common queslions about the process 36 Setting the Foundation of Your Campaign 39 The Ihrefi pillars tnal define a marketing campaign's success 39 Pillar 1: Defining the marketing campaign 40 Pillar 2: Conslrucling a "campaign-level" marketing objective 41 Piflar 3 Building a well-constructed1 value proposition 44 A best-practice value propc-sifion template 46 Chapter 4 Working the Process: Part 1 - Sketching the Campaign Map 55 Working the IMP process 55 The elective of Ihe Integrated Marketing Plan 56 Getting to Gate 1 58 Introducing the campaign map 59 Choosing the right programs 61 Trie high-level tactical calendar 65 Rough budget estimate 66 Documenting assumptions and identifying synergies 69 A word about presenting to the steering committee at Gale 1 69 Chapter 5 Working the Process: Part 2 - Creating Program Blueprints 73 Getting to Gate 2 73 The logic behind program bluepnnts 75 Examining a few blueprint examples 77 Questions you must be able to answer before you can build a program blueprint 81 Designing your own blueprints 87 Program blueprint critique sheet 88 Chapter 6 Choosing Proper Metrics 91 Understanding metncs 92 The importance of a storecard 96 Understanding Ihe marketing knowledge hierarchy 99 Observational insight versus contextual insight 102 Critical success factors for managing the metrics management process 103 Chapter 7 The Role of the Campaign Manager 107 What is a campaign manager, ready? 108 do you need a campaign manager? 109 Five success factors of effective campaign managers 111 Executive endorsement 114 Campaign management case studies 114 Just for campaign managers 116 Recognizing success 117 Final thoughts for campaign managers 117 Chapter 8 Overcoming Objections 119 Chapter 9 Taking the First Step 129 Gettmg started 129 Step 1 Focus on Hiree things 130 Step 2. Perform a campaign development assessment 131 What & covered in a typical campaign developmenl assessment? 131 Techniques to help you hear rhe "voice of the customer" 132 How successful are your outbound marketing communications today? 133 Step3 Make it visible 134 Five rules lor markeling leaders 134 In conclusion 137 Appendices Appendix A Value Proposition Template 141 Appendix B Integrated Marketing Plan Template 145 Appendix C The Seven Program Blueprints 147 Author About the Author 157 Your Book Create Thought Leadership for your Company 159 Why wait lo write your book? 160 Books Other Happy Aboul Books 161 |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 39323 |
| 890 ## - Country | |
| Country | India |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Withdrawn status | Home library | Current library | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Faculty of Management | CEPT Library | CEPT Library | 16/09/2013 | Himanshu Book Co. | 658.8 GOS | 011510 | 16/09/2013 | 16/09/2013 | Book |