{"product_id":"the-marketing-performance-blueprint-9781118883433","title":"The Marketing Performance Blueprint","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eDiscover what''s possible when the art and science of marketing collide\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry''s rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty.\u003c\/p\u003e \u003cp\u003eMarketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword \u003ci\u003eDharmesh Shah\u003c\/i\u003e xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003eIntroduction xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection I The Backstory\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Mind the Gaps 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Marketing Talent Gap 3\u003c\/p\u003e \u003cp\u003eThe Marketing Technology Gap 6\u003c\/p\u003e \u003cp\u003eThe Marketing Strategy Gap 9\u003c\/p\u003e \u003cp\u003eThe Marketing Performance Gap 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Commit to Digital Transformation 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdoption and Adaptation 17\u003c\/p\u003e \u003cp\u003eObstacles to Evolution 18\u003c\/p\u003e \u003cp\u003eThe Exposed Brand 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection II Marketing Talent\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Build a Modern Marketing Team 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Talent War Has Begun 31\u003c\/p\u003e \u003cp\u003eRise of the Hybrids 44\u003c\/p\u003e \u003cp\u003eThe Science of Recruiting 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Construct an Internal Marketing Academy 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKeeping Pace or Falling Behind? 53\u003c\/p\u003e \u003cp\u003eThe Role of Online Education 56\u003c\/p\u003e \u003cp\u003eAn Internal Academy Model 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Propel Growth through Agency Partners 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Marketing Agency Ecosystem 69\u003c\/p\u003e \u003cp\u003eFinding Your Match 70\u003c\/p\u003e \u003cp\u003eManaging the Outsourced Team 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection III Marketing Technology\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Create a Connected Customer Experience 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt Is Their Journey, Not Yours 87\u003c\/p\u003e \u003cp\u003eThe Impact of Automation 88\u003c\/p\u003e \u003cp\u003eAlgorithms and Artificial Intelligence 92\u003c\/p\u003e \u003cp\u003eOrigins of the Intelligence Engine 96\u003c\/p\u003e \u003cp\u003eLet’s Get Contextual 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Manage the Marketing Technology Matrix 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInto the Cloud 107\u003c\/p\u003e \u003cp\u003eBrinker’s Marketing Technology Landscape 109\u003c\/p\u003e \u003cp\u003eMap Your Marketing Technology Strategy 112\u003c\/p\u003e \u003cp\u003eCore Technologies Snapshot 116\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection IV Marketing Strategy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Perform a Marketing Assessment 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePotential for Success 127\u003c\/p\u003e \u003cp\u003eThe Marketing Score Model 130\u003c\/p\u003e \u003cp\u003eBusiness and Marketing Cores 135\u003c\/p\u003e \u003cp\u003eThe Strategy Gateway 142\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Develop a Marketing Scorecard 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetrics That Matter 147\u003c\/p\u003e \u003cp\u003eGetting Started with Google Analytics 158\u003c\/p\u003e \u003cp\u003eAutomate and Visualize Intelligence 164\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Strategize a Marketing Game Plan 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ee3 Model Snapshot 167\u003c\/p\u003e \u003cp\u003eEvaluate 168\u003c\/p\u003e \u003cp\u003eEstablish 170\u003c\/p\u003e \u003cp\u003eExecute 191\u003c\/p\u003e \u003cp\u003eConclusion 195\u003c\/p\u003e \u003cp\u003eResources 207\u003c\/p\u003e \u003cp\u003eNotes 209\u003c\/p\u003e \u003cp\u003eAbout the Author 219\u003c\/p\u003e \u003cp\u003eIndex 221\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406940217687,"sku":"9781118883433","price":18.69,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118883433.jpg?v=1730497628","url":"https:\/\/bookcurl.com\/products\/the-marketing-performance-blueprint-9781118883433","provider":"Book Curl","version":"1.0","type":"link"}