Marketing Above the Noise

Marketing Above the Noise

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Marketing today is out of control. With all the new marketing techniques accessible to the masses, ita€™s becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, ita€™s a lot of noise. Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market LeverageTM, an approach to help cut through the clutter, stand out, and effectively build business. The book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment. Most organizations dona€™t have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, theya€™re not able to integrate every new tactic as it appears and theya€™re not sure how to prioritize all of these options. Whata€™s needed is a timeless frameworka€”a way of looking at marketing as tied to both business growth and the building and nurturing of ongoing customer engagement. Ita€™s time to move the focus from social media and evangelists, sales and marketing alignment, and the latest hot cloud-based marketing tools, to what really counts: convincing customers to trust you with their businessa€”not just once, but time and time again.irlinesare notorious forpoor customer service, fromlosing baggageto canceling flightsto treating passengers as ... to hear thestory of a passenger whohad such a positive experience on a flight that she staged a public display of thanks inanairport terminal. ... The gate agent called Johnsonup from the tarmac andhanded the PAmike toSuckow, who excitedly told her story. ... customerservice in the airlineindustry, but also because the employee involved was not in a customerfacingrole.

Title:Marketing Above the Noise
Author:Linda J. Popky
Publisher:Bibliomotion, Inc. - 2015-03-24


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