Marketing for Tomorrow, Not Yesterday: Surviving and Thriving in the Insight Economy, by Zain Raj
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Marketing for Tomorrow, Not Yesterday: Surviving and Thriving in the Insight Economy, by Zain Raj
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It's not enough to play by the old rules of marketing anymore. They've changed - for good. In today's world, the Insight EconomyTM, even some of the most steadfast and iconic mega-brands are stumbling as they fail to recognize that we've moved into a new future. We've got educated consumers, brilliant technological advancements, and more channels than ever before. In Marketing for Tomorrow, Not Yesterday, Zain Raj has scripted a guidebook full of wit and hard-won wisdom that shows how truly understanding your core customer and getting back to basics, is the way that you can conquer complex problems and learn to thrive in this Cambrian era of marketing. With powerful first-hand stories, this book has answers to your questions about how to cut through the noise of big data, how much you should (or shouldn't) invest in social media, and how to craft marketing and brand-building strategies that net you loyal customers and a long and happy shelf life.
Marketing for Tomorrow, Not Yesterday: Surviving and Thriving in the Insight Economy, by Zain Raj- Amazon Sales Rank: #699184 in eBooks
- Published on: 2015-11-03
- Released on: 2015-11-03
- Format: Kindle eBook
About the Author Zain Raj is the president and chief executive officer of SolutionSet, an integrated performance marketing company that represents some of the nation's most recognized brands. Zain leads nearly 700 employees across the national network of nine offices. His strategic approach and progressive solutions have resulted in dramatic top-and bottom-line growth for many companies in multiple categories. He has also developed proprietary intellectual property in the area of creating branded behavior change.Before joining SolutionSet, Zain was North American CEO of Euro RSCG Discovery, the digital, CRM, data, and analytics arm of Euro RSCG Worldwide, as well as its Global Practice Leader for Retail Brands. He began his career at Grey Advertising in India before moving to the United States to join Wunderman Cato Johnson. Global leadership positions at Bayer Bess Vanderwarker, J. Walter Thompson, and Foote Cone & Belding rounded out his management career.
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Most helpful customer reviews
1 of 1 people found the following review helpful. Want more customers? Are you a Marketing Decathlete? Drowning in data? Lacking true insights? Read this book! By Justin L. As a former CMO of a Fortune 500 company and a current Marketing consultant I have worked hard to triangulate the challenges of all this “big data”, the attitudinal research, the social media data streams, and the distracted and overloaded consumer.What Zain Raj does in this book is to perfectly articulate these challenges faced by today’s companies and then reframes the problem to drive toward the solution. I was struck by his observation of the angst we all feel at the rapidly evolving and expanding universe of options clamoring for our limited time and media dollars.As he articulates, in his easy to read style, all of these new channels and ways of reaching out to consumers are important and worth your attention only if you clearly understand, in personal detail, your best customers.Starting with the simple idea that we all need to take a breath and get back to the most fundamental and basic job of Marketing…. Know your best customers intimately, know what they want, need, and expect from your company, and then talk to them clearly, consistently, and honestly about how you understand them and will meet their needs. From this powerful starting point, Zain then reveals the proven approach on how to effectively leverage big data, research, and make decisions on the thousands of channel choices to engage with your customer.What I also found incredibly useful is to be reminded we are all suffering from a proliferation of information but lacking in insights. To borrow from the Ancient Mariner, “Water, water everywhere and not a drop to drink.” Zain reminds us that the real secret to success is to find the true insights that will satisfy our customers. Because, it is insights that drive sales to the cash register and it is insights that enable you to create more customers.Unfortunately, most of us get lost following data down the rabbit hole and finding more and more data at every twist and turn…and yet never really finding a true business building insight. I have seen this happen too many times to count----companies invest into all this data and research and then declare they have answers. Only to find those answers are generic and don't actually deliver significant sales. There is a profound difference between insights and knowledge. Importantly, Zain also discusses the intersection of behavioral data and attitudinal data (what we do versus what we say). His discussion on how to manage this dichotomy to drive insights is brilliant and, for me, was eye opening and incredibly useful.As pointed out in this wonderful book, the problem isn’t the data, the problem, instead, is not starting out with the right question. Only by starting with the right question can we then focus on the data to deliver the answer to that question.Finally, I was struck by the concept unveiled in this book about the type of Marketer that is required in today's world. I agree wholeheartedly with Zain's argument that today's Marketing challenges requires a totally different type of Marketer than the kind of Marketer that was successful in the past. The Marketing Decathlete concept outlined in this book is the best description I've ever heard on what is needed to be successful in today's challenging and multi-faceted world.Whether you are a CMO, just starting your career, or simply are looking for a powerful roadmap on how to help your company create more customers, you should read this book.
1 of 1 people found the following review helpful. A MUST READ for any business person! By Marissa DeCuir Every entrepreneur needs this book! And this is important to note - this is also incredible information for established companies and brands to learn as well.Zain Raj has written a clear guide on how to thrive in this new age of marketing, and how to stand out in an overcrowded market. Real solid tips and advice, easy to digest.
0 of 0 people found the following review helpful. Tough love and wry humor By Gail Oesterle At the intersection of accounting and marketing comes Zain Raj. Although I expected it to be a continuation of Brand Sense, this book looks into the future and is filled with Raj’s signature wry humor.What’s Raj is arguing is an overhaul of a system that needs that focuses on doubling down on what works, paying attention to the 80-20 rules, and cultivating an environment for insights.Raj’s argument is so simple it’s almost problematic: Find out what the customer’s want and give it to them. The problem that companies seem to be having is they don’t *know* what they want. They want to know what actions bring results. They want to know what their customers really want … something that isn’t so simple as just digging through data.I’m reminded of the story of Swiffer in “Imagine: How Creativity Works.” The team in that story faced the problem of how to change mopping and dusting … and they’re incite came after looking at the same data, same boring videos for months on end -- and they realized what the customer really wanted. And they acted on it. It’s those insights that bring a new product or sales pitch to life.And like Zain who focuses on interdisciplinary responses, he encourages marketers to be a “Marketing Decathlete,”marrying the best of the old marketing concepts with the future of the brand.Recommended if you’ve enjoyed: From Good to Great: Why Some Companies Make the Leap...and Others Don't; Imagine: How Creativity Works; and Material Change: Design Thinking in the Social Entrepreneurship Movement; Solving Problems with Design Thinking: 10 Stories of What Worked
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