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Authentic marketing : how to capture hearts and minds through the power of purpose / / Larry Weber
| Authentic marketing : how to capture hearts and minds through the power of purpose / / Larry Weber |
| Autore | Weber Larry |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2019 |
| Descrizione fisica | 1 online resource (255 pages) |
| Disciplina | 658.8 |
| Soggetto topico | Marketing - Moral and ethical aspects |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-119-51373-1 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910467471303321 |
Weber Larry
|
||
| Hoboken, New Jersey : , : Wiley, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Authentic marketing : how to capture hearts and minds through the power of purpose / / Larry Weber
| Authentic marketing : how to capture hearts and minds through the power of purpose / / Larry Weber |
| Autore | Weber Larry |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2019 |
| Descrizione fisica | 1 online resource (255 pages) |
| Disciplina | 658.8 |
| Soggetto topico | Marketing - Moral and ethical aspects |
| ISBN |
1-119-51377-4
1-119-51373-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Profit meets purpose : find your company's soul -- The era of social consciousness : where technology meets humanity -- A better strategy model for a better world -- The evolution of marketing : moving from manipulation to authenticity -- Search for truths to drive constituency mapping -- Humanize your brand -- Move beyond storytelling to storydoing -- Use data-telling to anchor objectives & validate progress -- Infuse trusted voices in paid, owned & earned media -- Create a purpose-driven culture -- Measure the value purpose -- Make a plan -- Purpose is everything. |
| Record Nr. | UNINA-9910793233503321 |
|
Weber Larry
|
||
| Hoboken, New Jersey : , : Wiley, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Authentic marketing : how to capture hearts and minds through the power of purpose / / Larry Weber
| Authentic marketing : how to capture hearts and minds through the power of purpose / / Larry Weber |
| Autore | Weber Larry |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2019 |
| Descrizione fisica | 1 online resource (255 pages) |
| Disciplina | 658.8 |
| Soggetto topico | Marketing - Moral and ethical aspects |
| ISBN |
1-119-51377-4
1-119-51373-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Profit meets purpose : find your company's soul -- The era of social consciousness : where technology meets humanity -- A better strategy model for a better world -- The evolution of marketing : moving from manipulation to authenticity -- Search for truths to drive constituency mapping -- Humanize your brand -- Move beyond storytelling to storydoing -- Use data-telling to anchor objectives & validate progress -- Infuse trusted voices in paid, owned & earned media -- Create a purpose-driven culture -- Measure the value purpose -- Make a plan -- Purpose is everything. |
| Record Nr. | UNINA-9910811516703321 |
|
Weber Larry
|
||
| Hoboken, New Jersey : , : Wiley, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The digital marketer : ten new skills you must learn to stay relevant and customer-centric / / Larry Weber, Lisa Leslie Henderson ; foreword by George Colony
| The digital marketer : ten new skills you must learn to stay relevant and customer-centric / / Larry Weber, Lisa Leslie Henderson ; foreword by George Colony |
| Autore | Weber Larry |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (370 p.) |
| Disciplina | 658.872 |
| Soggetto topico |
Internet marketing - Social aspects
Success - Psychological aspects Success in business Marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-118-76097-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Title Page; Copyright; Contents; Acknowledgments; Foreword; Introduction; Chapter 1: The 10 Essential Skills Every Marketer Needs; Digital Has Changed the Game; The Disruption of Marketing Continues; We Have All Benefitted from the Disruption; Your Amazon.com; Business-to-Business Companies Are Players, Too; Just Ahead: Relief and Reward; What Do We Mean by Customer-Centricity?; Walk in Our Customers' Shoes; Eenie Meenie Miney Mo; Realizing the Customer-Experience Differential; Get Customer Experience Savvy-It Pays; USAA Understands and Delivers; What Do Our Customers Want from Us?
Understand and Meet Their NeedsOffer Relevant Interactions; Invite Participation; Engage Before, During, and After; Keep It Simple; Be Real and Be Worthy; Be Meaningful; How Remarkable Do We Need to Be?; Will We Ignore Change, Grow with It, or Drive It?; 1. Build a Successful Marketing Career; 2. Design Valuable Customer Experiences; 3. Find Actionable Insight in Big Data and Marketing Analytics; 4. Employ Entrepreneurial Thinking for Discernment and Agility; 5. Create a Winning Content Experience Strategy; 6. Engage Customers via Social Communities 7. Maximize Marketing Effectiveness by Integrating Paid, Earned, and Owned Media8. Drive Sales with Intelligent Customer-Engagement Platforms; 9. Build Worthwhile Loyalty and Digital Couponing Programs; 10. Ignite Customer-Centricity across the Organization; What's Next?; Consumers, Prospects, Customers, and Constituents; Questions for Consideration; Resources; Chapter 2: How Organizations Are Adapting to the Customer-Centric Era; The CCEO: Shifting Our COMPANY'S Point of View; The CDO: Expanding Our Organization's Way of Thinking; Design Matters in the Big Scheme of Things Design Matters on the Day-to-Day LevelDesign + Technology = Digital Experiences; Design + Technology = Hybrid Experiences; Design + GPS Technology = Location-based Experiences; Design + Emerging Technology = Tomorrow's Experiences; Design Includes Event Making; The New CIO: Developing New Sources of Insight; What's a Marketer to Do?; Understand Our Customers Thoroughly; Know How Our Customers Experience Our Brands; Build Customer Relationships; Coordinate Moving Parts and Integrate Opposites; Be a Curious Expert; Keep the Faith; Questions for Consideration; Resources Chapter 3: Build a Successful Marketing CareerMe.com; Expect a Unique Career Trajectory; Know Thyself; Brand or Be Branded; Developing Our Personal Brand; Our Networks Are Verbs; Identifying Our Networks; Taking Our Brands and Networks on the Road; Getting the Most Out of LinkedIn; Staying Current; Joining Relevant LinkedIn Groups; But I Want to Have a Life; Are a Personal Blog and Website Necessary?; Be Resourceful; Learning in Atypical Classrooms; Spending Time with Creative Folks; Doing Something Creative Every Day; Taking Time Off; Cultivating Developmental Relationships Sponsorship Takes It Up a Notch |
| Record Nr. | UNINA-9910465584103321 |
|
Weber Larry
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The digital marketer : ten new skills you must learn to stay relevant and customer-centric / / Larry Weber, Lisa Leslie Henderson ; foreword by George Colony
| The digital marketer : ten new skills you must learn to stay relevant and customer-centric / / Larry Weber, Lisa Leslie Henderson ; foreword by George Colony |
| Autore | Weber Larry |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (370 p.) |
| Disciplina | 658.872 |
| Soggetto topico |
Internet marketing - Social aspects
Success - Psychological aspects Success in business Marketing |
| ISBN |
1-118-76081-6
1-118-76097-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Title Page; Copyright; Contents; Acknowledgments; Foreword; Introduction; Chapter 1: The 10 Essential Skills Every Marketer Needs; Digital Has Changed the Game; The Disruption of Marketing Continues; We Have All Benefitted from the Disruption; Your Amazon.com; Business-to-Business Companies Are Players, Too; Just Ahead: Relief and Reward; What Do We Mean by Customer-Centricity?; Walk in Our Customers' Shoes; Eenie Meenie Miney Mo; Realizing the Customer-Experience Differential; Get Customer Experience Savvy-It Pays; USAA Understands and Delivers; What Do Our Customers Want from Us?
Understand and Meet Their NeedsOffer Relevant Interactions; Invite Participation; Engage Before, During, and After; Keep It Simple; Be Real and Be Worthy; Be Meaningful; How Remarkable Do We Need to Be?; Will We Ignore Change, Grow with It, or Drive It?; 1. Build a Successful Marketing Career; 2. Design Valuable Customer Experiences; 3. Find Actionable Insight in Big Data and Marketing Analytics; 4. Employ Entrepreneurial Thinking for Discernment and Agility; 5. Create a Winning Content Experience Strategy; 6. Engage Customers via Social Communities 7. Maximize Marketing Effectiveness by Integrating Paid, Earned, and Owned Media8. Drive Sales with Intelligent Customer-Engagement Platforms; 9. Build Worthwhile Loyalty and Digital Couponing Programs; 10. Ignite Customer-Centricity across the Organization; What's Next?; Consumers, Prospects, Customers, and Constituents; Questions for Consideration; Resources; Chapter 2: How Organizations Are Adapting to the Customer-Centric Era; The CCEO: Shifting Our COMPANY'S Point of View; The CDO: Expanding Our Organization's Way of Thinking; Design Matters in the Big Scheme of Things Design Matters on the Day-to-Day LevelDesign + Technology = Digital Experiences; Design + Technology = Hybrid Experiences; Design + GPS Technology = Location-based Experiences; Design + Emerging Technology = Tomorrow's Experiences; Design Includes Event Making; The New CIO: Developing New Sources of Insight; What's a Marketer to Do?; Understand Our Customers Thoroughly; Know How Our Customers Experience Our Brands; Build Customer Relationships; Coordinate Moving Parts and Integrate Opposites; Be a Curious Expert; Keep the Faith; Questions for Consideration; Resources Chapter 3: Build a Successful Marketing CareerMe.com; Expect a Unique Career Trajectory; Know Thyself; Brand or Be Branded; Developing Our Personal Brand; Our Networks Are Verbs; Identifying Our Networks; Taking Our Brands and Networks on the Road; Getting the Most Out of LinkedIn; Staying Current; Joining Relevant LinkedIn Groups; But I Want to Have a Life; Are a Personal Blog and Website Necessary?; Be Resourceful; Learning in Atypical Classrooms; Spending Time with Creative Folks; Doing Something Creative Every Day; Taking Time Off; Cultivating Developmental Relationships Sponsorship Takes It Up a Notch |
| Record Nr. | UNINA-9910792157503321 |
|
Weber Larry
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The digital marketer : ten new skills you must learn to stay relevant and customer-centric / / Larry Weber, Lisa Leslie Henderson ; foreword by George Colony
| The digital marketer : ten new skills you must learn to stay relevant and customer-centric / / Larry Weber, Lisa Leslie Henderson ; foreword by George Colony |
| Autore | Weber Larry |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (370 p.) |
| Disciplina | 658.872 |
| Soggetto topico |
Internet marketing - Social aspects
Success - Psychological aspects Success in business Marketing |
| ISBN |
1-118-76081-6
1-118-76097-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Title Page; Copyright; Contents; Acknowledgments; Foreword; Introduction; Chapter 1: The 10 Essential Skills Every Marketer Needs; Digital Has Changed the Game; The Disruption of Marketing Continues; We Have All Benefitted from the Disruption; Your Amazon.com; Business-to-Business Companies Are Players, Too; Just Ahead: Relief and Reward; What Do We Mean by Customer-Centricity?; Walk in Our Customers' Shoes; Eenie Meenie Miney Mo; Realizing the Customer-Experience Differential; Get Customer Experience Savvy-It Pays; USAA Understands and Delivers; What Do Our Customers Want from Us?
Understand and Meet Their NeedsOffer Relevant Interactions; Invite Participation; Engage Before, During, and After; Keep It Simple; Be Real and Be Worthy; Be Meaningful; How Remarkable Do We Need to Be?; Will We Ignore Change, Grow with It, or Drive It?; 1. Build a Successful Marketing Career; 2. Design Valuable Customer Experiences; 3. Find Actionable Insight in Big Data and Marketing Analytics; 4. Employ Entrepreneurial Thinking for Discernment and Agility; 5. Create a Winning Content Experience Strategy; 6. Engage Customers via Social Communities 7. Maximize Marketing Effectiveness by Integrating Paid, Earned, and Owned Media8. Drive Sales with Intelligent Customer-Engagement Platforms; 9. Build Worthwhile Loyalty and Digital Couponing Programs; 10. Ignite Customer-Centricity across the Organization; What's Next?; Consumers, Prospects, Customers, and Constituents; Questions for Consideration; Resources; Chapter 2: How Organizations Are Adapting to the Customer-Centric Era; The CCEO: Shifting Our COMPANY'S Point of View; The CDO: Expanding Our Organization's Way of Thinking; Design Matters in the Big Scheme of Things Design Matters on the Day-to-Day LevelDesign + Technology = Digital Experiences; Design + Technology = Hybrid Experiences; Design + GPS Technology = Location-based Experiences; Design + Emerging Technology = Tomorrow's Experiences; Design Includes Event Making; The New CIO: Developing New Sources of Insight; What's a Marketer to Do?; Understand Our Customers Thoroughly; Know How Our Customers Experience Our Brands; Build Customer Relationships; Coordinate Moving Parts and Integrate Opposites; Be a Curious Expert; Keep the Faith; Questions for Consideration; Resources Chapter 3: Build a Successful Marketing CareerMe.com; Expect a Unique Career Trajectory; Know Thyself; Brand or Be Branded; Developing Our Personal Brand; Our Networks Are Verbs; Identifying Our Networks; Taking Our Brands and Networks on the Road; Getting the Most Out of LinkedIn; Staying Current; Joining Relevant LinkedIn Groups; But I Want to Have a Life; Are a Personal Blog and Website Necessary?; Be Resourceful; Learning in Atypical Classrooms; Spending Time with Creative Folks; Doing Something Creative Every Day; Taking Time Off; Cultivating Developmental Relationships Sponsorship Takes It Up a Notch |
| Record Nr. | UNINA-9910809346003321 |
|
Weber Larry
|
||
| Hoboken, New Jersey : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing to the social web [[electronic resource] ] : how digital customer communities build your business / / Larry Weber
| Marketing to the social web [[electronic resource] ] : how digital customer communities build your business / / Larry Weber |
| Autore | Weber Larry |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Hoboken, NJ, : John Wiley & Sons, c2009 |
| Descrizione fisica | 1 online resource (267 p.) |
| Disciplina |
658.8
658.8/72 658.872 |
| Soggetto topico |
Internet marketing
Online social networks |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-282-11336-4
9786612113369 1-118-25812-6 0-470-44029-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The web is not a channel (and you're an aggregator, not a broadcaster) -- Community and content : the marketer's new job (or how to cut your marketing budget and reach more people) -- Making the transition to the social web (first change your mindset) -- How to let customers say what they really think (and keep your job) -- Step one: observe and create a customer map (otherwise you can't get there from here) -- Step two: recruit community members (with a new toolbox and your own marketing skills) -- Step three: evaluate online conduit strategies (and don't forget search) -- Step four: engage communities in conversation (to generate word of mouse) -- Step five: measure involvement with new tools, techniques (to keep the cutting edge sharp) -- Step six: promote your community to the world (get 'em talking and clicking) -- Step seven: improve the community's benefits (don't just set it and forget it) -- The reputation aggregator strategy (we're number one!) -- The blog strategy (everybody's talking at me) -- The e-community strategy (go to their party or throw your own) -- The social networks strategy (connecting with a click) -- Does facebook matter? (to marketers) -- Living and working in web 4.0 (it's right around the corner). |
| Record Nr. | UNINA-9910145952403321 |
|
Weber Larry
|
||
| Hoboken, NJ, : John Wiley & Sons, c2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing to the social web [[electronic resource] ] : how digital customer communities build your business / / Larry Weber
| Marketing to the social web [[electronic resource] ] : how digital customer communities build your business / / Larry Weber |
| Autore | Weber Larry |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Hoboken, NJ, : John Wiley & Sons, c2009 |
| Descrizione fisica | 1 online resource (267 p.) |
| Disciplina |
658.8
658.8/72 658.872 |
| Soggetto topico |
Internet marketing
Online social networks |
| ISBN |
1-282-11336-4
9786612113369 1-118-25812-6 0-470-44029-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The web is not a channel (and you're an aggregator, not a broadcaster) -- Community and content : the marketer's new job (or how to cut your marketing budget and reach more people) -- Making the transition to the social web (first change your mindset) -- How to let customers say what they really think (and keep your job) -- Step one: observe and create a customer map (otherwise you can't get there from here) -- Step two: recruit community members (with a new toolbox and your own marketing skills) -- Step three: evaluate online conduit strategies (and don't forget search) -- Step four: engage communities in conversation (to generate word of mouse) -- Step five: measure involvement with new tools, techniques (to keep the cutting edge sharp) -- Step six: promote your community to the world (get 'em talking and clicking) -- Step seven: improve the community's benefits (don't just set it and forget it) -- The reputation aggregator strategy (we're number one!) -- The blog strategy (everybody's talking at me) -- The e-community strategy (go to their party or throw your own) -- The social networks strategy (connecting with a click) -- Does facebook matter? (to marketers) -- Living and working in web 4.0 (it's right around the corner). |
| Record Nr. | UNINA-9910830612903321 |
|
Weber Larry
|
||
| Hoboken, NJ, : John Wiley & Sons, c2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing to the social web [[electronic resource] ] : how digital customer communities build your business / / Larry Weber
| Marketing to the social web [[electronic resource] ] : how digital customer communities build your business / / Larry Weber |
| Autore | Weber Larry |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Hoboken, NJ, : John Wiley & Sons, c2009 |
| Descrizione fisica | 1 online resource (267 p.) |
| Disciplina |
658.8
658.8/72 658.872 |
| Soggetto topico |
Internet marketing
Online social networks |
| ISBN |
1-282-11336-4
9786612113369 1-118-25812-6 0-470-44029-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | The web is not a channel (and you're an aggregator, not a broadcaster) -- Community and content : the marketer's new job (or how to cut your marketing budget and reach more people) -- Making the transition to the social web (first change your mindset) -- How to let customers say what they really think (and keep your job) -- Step one: observe and create a customer map (otherwise you can't get there from here) -- Step two: recruit community members (with a new toolbox and your own marketing skills) -- Step three: evaluate online conduit strategies (and don't forget search) -- Step four: engage communities in conversation (to generate word of mouse) -- Step five: measure involvement with new tools, techniques (to keep the cutting edge sharp) -- Step six: promote your community to the world (get 'em talking and clicking) -- Step seven: improve the community's benefits (don't just set it and forget it) -- The reputation aggregator strategy (we're number one!) -- The blog strategy (everybody's talking at me) -- The e-community strategy (go to their party or throw your own) -- The social networks strategy (connecting with a click) -- Does facebook matter? (to marketers) -- Living and working in web 4.0 (it's right around the corner). |
| Record Nr. | UNINA-9910841295603321 |
|
Weber Larry
|
||
| Hoboken, NJ, : John Wiley & Sons, c2009 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||