Harnessing the Power At Your Fingertips

Dominic Walters

Description

Your quick-read guide to the power of marketing communications and why it is so important to your strategy and business. Without the bull, Dominic Walters gives clear insight into how, and why, businesses should leverage this under-utilised discipline to underpin growth as well as to build and protect reputation. No matter the size of your business, be it start-up, an existing small business, or a large corporation, these insights and observations from decades of marketing experience shine a light on the opportunities, mistakes and myths surrounding this critical discipline, including: Growing and protecting your business's reputation The power of a symbiotic relationship between marketing communication and sales The significance of building an army of advocates, both in-house and out-of-house How to use agencies effectively in a world where old approaches to branding and advertising no longer work Getting value for money from your marketing communications A compact, accessible and practical guide, it is designed to bring clarity to a too-often misunderstood area of business strategy and to do so as straightforwardly as possible.

Sujets

• Marketing et communication
• Market research

Informations

• Publié par: CUTTING THROUGH THE BULL PUBLISHING
• Date de parution: 08 janvier 2021
• Nombre de lectures: 0
• EAN13: 9781838348816
• Langue: English
• Poids de l'ouvrage: 2 Mo

Extrait

First published in 2020 by CUTTING THROUGH THE BULL PUBLISHING
Copyright © Dominic Walters 2020
The moral right of Dominic Walters to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical including photocopying, recording or any information storage or retrieval system, without prior permission in writing from the publishers.
ISBN 978-1-8383488-0-9
Also available as an ebook ISBN 978-1-8383488-1-6
dominicwalters.net
CUTTING THROUGH THE BULL PUBLISHING

HARNESSING THE POWER AT YOUR FINGERTIPS

B2B LEADERS

YOUR QUICK GUIDE TO THE POWER OF MARKETING COMMUNICATIONS AND WHY IT IS SO IMPORTANT TO YOUR STRATEGY AND BUSINESS

HARNESSING THE POWER AT YOUR FINGERTIPS 5

CUTTING THROUGH THE BULL – THE SERIES

© DOMINIC WALTERS

A LEADER’S GUIDE TO B2B MARKETING COMMUNICATIONS

About the series

E ach part of this short series is developed to be a quick read – with simple insights – to help you grasp the fundamental power of marketing communications. It is designed to enable you to start getting the most out of marketing communications in your business whilst avoiding all the bull.
Read this and let your marketing professionals take care of the rest. This is for you!

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CONTENTS

INTRODUCTION 10

CHAPTER 1 WHAT IS THIS ALL ABOUT? 12

CHAPTER 2 5 SIMPLE TRUTHS 18

CHAPTER 3 4 COMMON MISTAKES 52

CHAPTER 4 3 MYTHS 64

CHAPTER 5 2 TIPS 72

CHAPTER 6 1 CONCLUSION 74

SO... WHERE DOES THAT LEAVE US? 76
CLOSING THOUGHTS 80

ACKNOWLEDGEMENTS 82

ABOUT THE AUTHOR 83
INTRODUCTION

10 HARNESSING THE POWER AT YOUR FINGERTIPS
“We sell to other businesses, not consumers”

“Our products are so good they will sell themselves”

O ver the years, I have often heard these phrases uttered in the corridors of B2B businesses which is part of the reason I put together this short series. Harnessing The Power At Your Fingertips , the first instalment, is the natural starting point.
Marketing communications really is the secret weapon that every business leader should have at their fingertips and know how to unleash to protect their business and support their short-, mid- and long-term strategies.

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