Beyond the Sales Process

12 Proven Strategies for a Customer-Driven World

 Beyond the Sales Process

Authors: Dave Stein, Steve Andersen
Pub Date: April 2016
Print Edition: $27.95
Print ISBN: 9780814437155
Page Count: 288
Format: Hardback
e-Book ISBN: 9780814437162

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TOC

Contents

Foreword: Gemma Craven, Director of Social & Mobile at McCann

Preface

Introduction What If? TOUGH MUDDER: AN OBSTACLE COURSE FOR DECISION-MAKING The Biggest Obstacle: Consumers In Control The Biggest Problem: Sticking to the Old Ways of Solving Problems CASE IN POINT: LOOKING FOR ANSWERS CODE: IT’S NOT JUST FOR NERDS ADAPT OR DIE THE DE-DON-DRAPERIZATION OF MARKETING The Solution: Stop Treating Marketing like a Silo Operation MARKETING AND THE NEW NORMAL DESIGNING DISRUPTION Part I A World without Rules

Chapter One The Disruptive Mindset: Create, Engage, Adapt DISRUPTIVE MARKETING AND THE CREATION OF RADIO ADVERTISING A Solution Out of Thin Air WHY ADS DON’T MATTER ANYMORE THE NEW NORM: THE ENCHANTED STATE WHAT’S HOLDING MARKETERS BACK FROM GOING ALL IN? CASE-IN-POINT: SWIPE RIGHT FOR AVA

Chapter Two The Disruptive Continuum: Perpetual Change

THE NEXT WAVE: FROM USER INTENT TO INTERACTION AND IMMERSION Data and Disruption: The Competitive Edge DISRUPTIVE MARKETING: IMAGINE THE FUTURE, THEN MAKE IT HAPPEN Enchanted States of Experience CASE IN POINT: TREND LABORATORIES Ten Trends All Marketers Should Consider Four Goals for Disruptive Marketers

Chapter Three Creative Disruption in the Anti-Organization Age

CASE IN POINT: GROWTH HACKING IN HELL’S CREATIVE KITCHEN BRANDS AND CREATIVITY IN THE ANTI-ORGANIZATION AGE The Move toward the Creative Economy MARKETING IN THE AGE OF ABUNDANCE Impact of Loss of Control over Marketing Channels WHAT “UNICORNS” KNOW ABOUT THE CREATIVE ECONOMY Disruptive Marketing in the Creative Economy The New Creative: How We Use Media It’s the Creative Economy, Stupid DISRUPTIVE MARKETING LESSONS FROM #FERGUSON Disadvantages of Organizational Models Advantages of Decentralized Movements Chapter Four Stop Hiring MBAs: Your Business Needs “Hybrids” to Succeed THE NEW DISRUPTION: INFORMATION JAMMING CASE IN POINT: GOING VIRAL WHY MFAS ARE STRONGER MARKETERS THAN MBAS RELATIONSHIP MARKETING The New Normal of Brand Marketing CASE IN POINT: THINK LIKE DA VINCI

Part II The New Personality of Marketing Success

Chapter Five The Disruptive Marketer’s Mindset: Punk Rocker, New Parent, Soccer Player CASES IN POINT: GO WITH THE FLOW BLUEPRINT FOR A SUCCESS: A HYBRID SKILLSET THE CULTURE OF DISRUPTION: TEST, MEASURE, ADVANCE The Shared Vision Meme Myth Risk to Learn THE NEUROSCIENCE OF SCREWING UP CASE IN POINT: THE CEREAL CEO OF THE MUSIC INDUSTRY DESIGN THINKING IN DISRUPTIVE MARKETING Hire More Generalists, Fewer Experts Ask Yourself: What Could Be Possible?

Chapter Six The Genius of Tinkerers and “Temporary” Marketers TINKERING AS A STRATEGY CASE IN POINT: NO MONEY? SOLUTION: CREATIVE PROBLEM-SOLVING TINKERING AND THE VALUE OFTHE INDIRECT INFLUENCES CASE IN POINT: THE TINKERER WHO BUILT TUMBLER EDUCATION’S INFLUENCE ON LINEAR THINKING NON-LINEAR THINKING’S IMPACT ON DISRUPTIVE MARKETING THE END OF THE MARKETING DEPARTMENT The Advantages of Temporary Marketers Five Major Shifts that Changed Marketing Departments

Part III The Building Blocks of Disruptive Marketing

Chapter Seven Content Is King—But Distribution Is Queen

CONTENT CREATION AND THE NEW DELIVERY SYSTEM CASE IN POINT: BUILDING THE ESSENTIAL PLAYLIST THE “DISTRIBUTION FIRST” EDGE CASE IN POINT: FIND THE WORDS, CREATE THE CONTENT Calling the Content Bluff: Why Distribution Is Essential CONTENT CREATION AND PRODUCERISM Lower Barriers Equal Ease of Entry CASE IN POINT: WHEN THE WALLS CAME TUMBLING DOWN Universal Access: Now Anyone Can Be a Producer IMPACT OF PRODUCERISM ON DISRUPTIVE MARKETING What Comes Next: Producerist Trends What Disruptive Marketers Create HOW TO BE A PRODUCERIST Focus on Platforms, Not PowerPoint Learn from the Early Adopters: Hire Young People

Chapter Eight Social by Design and the Advent of the Post-Digital Age

SPEAK SOCIAL: THE NEW WAY TO CONNECT Content Marketing: The Cornerstone of a Meaningful Brand The Essential Component: Emotionally Intelligent Leaders Where Social by Design Is Headed THE NEXT WAVE: THE POST-DIGITAL AGE Disruptive Marketing Comes Full Circle

Part IV New Rules for the Disruptive Marketer

Chapter Nine Rule #1: Always Be Listening INTERRUPTIVE MARKETING VS. DISRUPTIVE MARKETING Disruptive Marketing’s New Criteria Impact of Talking vs. Listening Data, Emotional Intelligence and Social Listening Disruptive Marketers Advantage: The Cognitive Whisper HOW THE ABL APPROACH WORKS ON DEMAND MARKETING CASE IN POINT: THE CIRCLE IS UNBROKEN

Chapter Ten Rule #2: Don’t Be Lured by Bright, Shiny Objects CASE IN POINT: ASK THE RIGHT QUESTION THE PROBLEM WITH BIG DATA THE VALUE OF BIG DATA THE END OF MARKETING AS USUAL The Future of Data in Decision-Making The Coming Shape of Marketing THE MISSING LINK: QUALITY How to Find Quality People

Chapter Eleven Rule #3: Give Back: Ethics as the New Marketing MARKETING AND CORPORATE SOCIAL RESPONSIBILITY WHAT COMPANIES NEED TO DO TO BECOME SOCIALLY RESPONSIBLE

Chapter Twelve Rule #4: Learn, Unlearn, Relearn MARKETING’S BATTLE WITH OBSOLESCENCE The Role of Continual Learning and Corporate Training Programs Marketing’s Need for Technical and Analytic Education The Role of MBA Programs in Training Tomorrow’s Marketing Talent

Epilogue Feelings Rule CONVENTIONAL vs. DISRUPTIVE MARKETING

Afterword Appendix Tools by Category Endnotes

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