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CMO's Periodic Table, The: A Renegade's Guide to Marketing, 1st edition

  • Drew Neisser

Published by New Riders (November 19th 2015) - Copyright © 2016

1st edition

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CMO's Periodic Table, The: A Renegade's Guide to Marketing

ISBN-13: 9780134293783

Includes: Paperback
Free delivery
$29.99

What's included

  • Paperback

    You'll get a bound printed text.

Overview

  • Case Studies: The 64 thought leaders interviewed in the book offer a treasure trove of real-world examples on how to tackle a full range of marketing challenges from rebranding to going green.
  • Readability: Readers can pick and choose the topics of interest or read straight through and each chapter concludes with three key takeaways.
  • Elemental Companion: Book comes with a free 66-page downloadable PDF that defines and further educates readers on the 64 core elements of marketing referenced in the book.

Table of contents

Foreword by Don Peppers
Introduction

 

BASIC ELEMENTS
Setting Expectations: Jeffrey Hayzlett, C-Suite Network
Planning: Bob Kraut, Papa John’s
Research: Eric Eden, Cvent
Strategy: Colette LaForce, AMD
Branding: Dave Minifie, Centene
Rebranding: Wendy Newman, AMN Healthcare
Measuring: Antonio Lucio, VISA
Metrics: Dan Marks, First Tennessee Bank
Consistency: Louise Camuto, Camuto Group
New Products: Lee Applbaum, Patrón Spirits


INTERNAL ELEMENTS
Build Trust: Chris Brull, Kawasaki
Organizing: Stephanie Anderson, TWCBC
Reorganizing: Jonathan Becher, SAP
Global Agendas: Phil Clement, AON
Retooling: Mark Hanna, Richline Group
Leading Change: Elisa Romm, MasterCard
Cohesion: Raj Rao, 3M
Consultative Selling: Snehal Desai, Dow
Culture: Phil Granof, Black Duck Software
Empowerment: Sheryl Adkins-Green, Mary Kay


TRANSITIONAL TRENDS
Marketing Automation: Jon Miller, Marketo
B2B Content Marketing: Judy Hackett, D&B
B2C Content Marketing: Richard Marnell, Viking River Cruises
User Generated Content: Evan Greene, Recording Academy / The Grammys
Influencer Marketing: Tami Cannizzaro, IBM
Grassroots Marketing: Kyle Schlegel, Louisville Slugger
Storytelling: Kieran Hannon, Belkin
Social Media Success: Scot Safon, The Weather Channel


VOLATILE FACTORS
Agency as Partner: Terri Funk Graham, Jack in the Box
Changing Agencies: Barbara Goodstein, Tiger Holdings 21
Retail Partners: Colin Hall, Allen Edmonds

Risk-Taking: Marty St. George, JetBlue
Befriending Data: Mayur Gupta, Kimberly Clark
Media Mixing: Sanjay Gupta, Allstate
Tiny Budgets: Julie Garlikov, Torani Foods
Crisis Management: Doug Duvall, Sprint


SILICON RALLY
CRM: Tim McDermott, Philadelphia Eagles & Philadelphia 76ers
Mobilizing Digital: Martine Reardon, Macy’s
Integrating Mobile: John Costello, Dunkin’ Donuts
E-mail Efficacy: Shannon Smith, J. Crew
Real Time Marketing: Adam Naide, Cox Communications
Online Optimization: Steve Fuller, L.L. Bean
Web Experience: Rose Hamilton, Pet360
Going Viral: Paul Greenberg, CollegeHumor


NOBLE PURSUITS
Marketing as Service: John Hayes, American Express
Social Customer Service: Kim Musgrave, McDonald’s
Pure Creativity: Loren Angelo, Audi
Customer Centricity: Ani Matson, NEA Member Benefits
Building Community: Chip Rodgers, SAP
Going Green: Tom Santora, Omni Hotels
Foundations: Bo Segers, PEDIGREE Foundation
Sustainable Design: David Bright, Knoll
Living the Brand: Cammie Dunaway, Kidzania
Social Purpose: Daniel Lubetzsky, KIND Snacks


INERT FUNDAMENTALS
Showing Courage: Sir Terry Leahy, Tesco
Personal Branding: Maria Winans, IBM
Listening: Trip Hunter, Fusion-IO
Learning: Kate Chinn, Tishman Speyer
Evolving: Roberto Medrano, Akana
Empathizing: Alicia Jansen, MD Anderson
Networking: Matt Sweetwood, Unique Photo
Power Networking: Porter Gale, Start-up Advisor
Sharing Passion: John Yembrick, NASA
Always Innovating: Beth Comstock, General Electric

 

AFTERWORD

 

ACKNOWLEDGEMENTS 

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