Brand vision : the clear line of sight aligning business strategy and marketing tactics / by Jim Everhart.

By:

Everhart, Jim [author]

Material type:

Computer fileLanguage: English Publication details: New York : Business Expert, 2022Description: 1 online resource (204, pages) : color illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781637421734 (e-book)

Subject(s):

LOC classification:

HD30.28 Ev2 2022

Online resources:

Contents:

Introduction -- I. Strategy insight that activates -- 1. Positioning : who are you? -- 2. Business objectives -- II. Audience : intelligence that resonates -- 3. The market -- 4. The buying team -- III. Creative : concepts that captivate -- 5. The story -- 6. The content -- IV. Campaigns : marketing that orchestrates -- 7. Media and integration -- 8. Developing campaigns -- V. Measurement : analytics that illuminate -- 9. Optimization -- 10. Return on investment

Summary: In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company’s employees, on average, are unaware of or do not understand its strategy. Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company’s marketing program to its business strategy. It’s based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country’s largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.

List(s) this item appears in: NEW Online E-Books 2023

Average rating: 0.0 (0 votes)

Holdings ( 2 )
Title notes ( 5 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	Status	Notes	Date due	Barcode
Online E-Books	Ladislao N. Diwa Memorial Library Multimedia Section	Non-fiction	OEBP HD30.28 Ev2 2022 (Browse shelf(Opens below))		Available	PAV		OEBP000360
Compact Discs	Ladislao N. Diwa Memorial Library Multimedia Section	Non-fiction	EB HD30.28 Ev2 2022 (Browse shelf(Opens below))		Room use only	PAV		EB000360

https://portal.igpublish.com/iglibrary/ is required to read this e-book.

Includes bibliographical references and index.

In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company’s employees, on average, are unaware of or do not understand its strategy.

Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company’s marketing program to its business strategy. It’s based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well.

The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country’s largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.

Fund 164 CE-Logic Purchased November 9, 2022 OEBP000360 P. Roderno PHP 6,967.30
2022-11-1010 2022-9-1288