Real-time marketing for business growth : how to use social media, measure marketing, and create a culture of execution / Monique Reece.

Includes bibliographical references and index.

Purpose: Define Your Purpose -- What is Purpose and Why is it Important? -- A Mission Statement Answers Why Do We Exist? -- Create a Compelling Vision -- Core Values Drive Behavior -- The C Word -- How The Ritz-Carlton Creates and Sustains a High-Performance Culture -- Defining Core Values -- Game Changers -- Do What You Love and the Money Will Follow -- Measurable Goals Drive Success -- Situation Analysis and SWOT Analysis -- Research: Market Opportunity -- The Biggest Mistake Entrepreneurs Make -- A Micro to Macro Process -- Micro Perspective: Focus on High-Value Customers -- Love Your Loyal Customers -- 1:1 Marketing: Treat Different Customers Differently -- Marketings Secret Weapon -- Create Unique Customer Experiences -- Customer Experience: The Dark Side -- Why Do Customers Buy? -- Real-Time Customer Research -- Macro Perspective: Get the Big Picture -- Market Segmentation for the Twenty-First Century -- Zeroing in on Consumer Target Markets -- Forecasting Demand -- Competition: Keep Your Friends Close and Your Enemies Closer -- Anticipate the Unexpected: Research Macro-Environmental Factors -- Get Smart: Talk to Your Customers -- Social Media and Online Tools Enable Real-Time Research -- Analyze: Growth and Profit Potential -- Business Expansion: Vulnerable or Poised for Growth? -- Substitute Products and Services -- Disrupt and Innovate -- Finding New Value: Part Deux -- Pricing Strategy and Objectives -- Analyze Price and Profitability by Product and Service -- Distribution and Channel Sales Strategy -- Formula for Success: Real-Time Channel Development -- Analyzing and Selecting Channels -- Strategic Alliances and Partnerships -- Strategize: Growth Opportunities -- What is Strategy? -- A Framework and Process for Strategy Development -- Target Market Strategies -- Positioning Strategy -- What is Your Brand Worth? -- Design Your Brand Personality and Essence -- Customer Strategies -- Listen and Respond -- Customers Are Your Best Advisors -- Customers are Cocreators -- Product and Service Strategy -- Product Differentiation -- Competitive Strategies -- Growth Strategies -- Innovation Strategies -- The Long Tail -- Nurture a Culture of Innovation -- Sales Strategy and Plan -- Marketing Objectives Drive Strategy -- The Art and Science of Developing Strategy -- Implement: Traditional and New Media -- The State of Marketing Today -- Social Media, Digital Media, and Personal Communication Tactics -- Digital Base Camp: Create a Great Web Site -- Search Engine Marketing (SEM) and Optimization -- Online Advertising -- Email Marketing -- Mobility Marketing -- Social Media: Build Your Brand and Connect with Customers -- What We Know So Far: Surprising Statistics -- Measuring the Effectiveness of Social Media -- Social Media Networks -- The Blogosphere -- Social Media Strategy and Planning Guide -- Word of Mouth: Viral Marketing and Buzz -- Public Relations -- Create a Tactical Plan with Execution Built-In -- Make Marketing Measurable -- Implementation Calendar and Budget -- Execute and Evaluate: Create a Culture of Execution -- The Problem with Marketing -- Asset-Based Marketing Measurement -- Evaluate: What Is Measured Improves -- ROI Optimizer: Increase the Effectiveness of How Marketing is Measured -- The Balanced Scorecard -- The Art and Science of Execution -- Real-Time Marketing Planning -- Create a Culture of Execution -- Now Its Up to You -- Endnotes -- Workshops and Training Programs -- Real-Time Marketing for Business Growth Free Resources and Tools