图书简介

Preface \\ Acknowledgments \\ About the Author \\ CHAPTER 1 • Marketing Using an Entrepreneurial Lens \\ An Entrepreneurial Approach to Marketing \\ New Tools—Same Old Rules \\ Designing a Business Model That Creates Value \\ Reality Check—The Truth About Business Success and Failure \\ The Importance of Setting S.M.A.R.T. Goals \\ Toolkit \\ CHAPTER 2 • Understanding Your Ecosystem \\ Introduction to Market Research \\ Defining and Understanding the Ecosystem You Operate Within \\ Primary Versus Secondary Data Sources \\ Understanding Evolving Market Trends \\ Defining Your Market \\ Building Your Business Model \\ Sources of Data and Trends \\ Tools for Understanding Trends \\ The Value of Industry Association Data \\ Market Size \\ Your Business Relative to Others in the Industry: SWOT Analysis \\ PESTLE Analysis \\ Positioning Map \\ Toolkit \\ CHAPTER 3 • Identifying Your Customers’ Journey \\ The Journey of Customer Discovery \\ Turn Data Into Knowledge \\ The Importance of Saying No: Knowing Which Customers Are Not the Right Match for You \\ Ask the Right Questions \\ Methods of Discovering Customer Needs \\ Ethical Issues in Customer Research \\ Getting to Know Your Customers \\ Value Proposition Canvas \\ Select Your Questions Wisely \\ Four Methods of Customer Discovery Research \\ Toolkit \\ CHAPTER 4 • Listening to the Voice of the Customer \\ How Do You Hear the Voice of Your Customer? \\ Prototypes to Help Identify Profiles \\ Prototyping the Google Way \\ Beyond Physical Products: Prototyping Services and Apps \\ Going From Prototype to MVP \\ B2B Versus B2C Profiling \\ Toolkit \\ CHAPTER 5 • Managing Competition and Inertia \\ Competitors Don’t Always Look Like You \\ Clearly Defining Competition \\ How Substitute Products Impact Revenue Potential \\ The Right Perspective \\ Sources of Competitive Data \\ The Myth of First Mover Advantage \\ Second Mover Advantage \\ What Is Inertia? \\ Leapfrog Your Competition \\ Building Your Business Model \\ Toolkit \\ CHAPTER 6 • Creating Brand Engagement \\ Building a Strong Brand \\ Don’t Let Your Brand Be a Lizard \\ Consistently Communicate Your Brand Position \\ Why Do People Buy a Brand? \\ You Don’t Control Your Brand Reputation \\ Master Your Brand Delivery Skills \\ What Are the Lessons Learned? \\ Toolkit \\ CHAPTER 7 • Designing Marketing Partnerships That Empower Growth \\ Finding Partners That Fit \\ The Right Partnership \\ Using Your SWOT and PESTLE Analyses to Identify the Right Partner \\ Marketing Alliance Benefits \\ Risk–Reward Balance \\ A Word About Business Values \\ Creating a Win–Win Scenario \\ Green Light Ahead \\ What Could Go Wrong? \\ Building Your Business Model \\ Toolkit \\ CHAPTER 8 • Creating Sales Processes and Systems \\ Sales Is All About Building Relationships \\ Sales and Marketing Data Flow \\ Different Worldviews \\ Sales and Marketing Collaboration \\ Sales and Marketing Collaboration Model \\ B2B or B2C or Some Combination of the Two? \\ Designing Sales Processes and Systems \\ Sales Analysis and Projections \\ Knowledge Is Power \\ Managing Your Team’s Sales Cycle \\ Chewie’s Colossal Cookie Company: Letting the Data Inform Your Next Steps \\ Building Your Business Model \\ Toolkit \\ CHAPTER 9 • Solution Selling \\ Sales Is About Listening \\ Sales for Those Who Hate Selling \\ Ready to Start Selling? \\ Do Your Homework \\ Five Stages of the Sales Process \\ Dealing With Objections \\ Sales Tips for Building Relationships \\ Building Your Business Model \\ Networking to Jump-Start and Grow Your Business \\ It’s Not About Making Friends \\ Conferences as a Great Opportunity to Build Your Networking Skills \\ Holding Your Own Seminars and Webinars \\ Still Not Convinced \\ Toolkit \\ CHAPTER 10 • Doing Well While Doing Good \\ Aligning Your Messaging to Underscore Your Social Value \\ Are YOU a Social Entrepreneur? \\ Warby Parker \\ Editing Others Into the Conversation About Your Mission \\ The Ad Council: Inspiring Change, Improving Lives \\ Five Fundamentals for Making Social Impact on YouTube \\ Corporate Social Responsibility \\ Taking the Next Step in Corporate Social Responsibility \\ Think Like a Donor \\ Passionate Entrepreneurs Can Make a Difference \\ CHAPTER 11 • Deploying Omnichannel Marketing to Create Customer Engagement \\ Let the Games Begin—Time to Focus on Your Marketing Campaign Design \\ Getting Your Customers Engaged Through an Omnichannel Marketing Approach \\ Think Like Starbucks \\ Creating Brand Engagement and Buzz \\ Disruptive Brand Marketing Campaigns \\ Ceding Control of Your Brand \\ Return to Your Research Findings to Get Customer Touch Points Right \\ Omnichannel: Combining the Best of Old School Marketing With New School Channels \\ Let’s Talk Social \\ Content Is King \\ Public Relations and Creating Thought Leaders and Influencers \\ What if You’re Not an Expert \\ Creating and Delivering Content \\ Exploring Top Social Tools \\ Snapchat as a Marketing Tool \\ Email Marketing \\ Tools, Tips, and Training Resources \\ CHAPTER 12 • Leveraging Old School Marketing Tactics \\ Old School Never Goes Out of Style \\ Old School Methods of Reaching Your Customers \\ The Power of Networking: Making the RIGHT Connections at the RIGHT Events \\ Where Else Can You Meet the RIGHT People? \\ Developing Your Network: You Can’t Succeed Alone \\ Your Marketing Campaign Rollout \\ Toolkit \\ CHAPTER 13 • Using Data and Passion to Move From Idea to Market \\ Understanding the Customer Journey Through the Data \\ Channeling Your Passion to Fuel Success \\ Watch the Flames \\ Learning to Accept Failure \\ Cut Once, Measure Twice \\ Just the Facts: Getting the Right Data and Getting the Data Right \\ Where to Begin Your Analysis \\ Customer Lifetime Value \\ Selecting the Right Customer Mix \\ Your Data Capture Plan \\ Ready, Set, Launch: Your Marketing Road map \\ Navigating Your Path to Success \\ A Journey of Exploration \\ Toolkit \\ References \\ Index

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