Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers

Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.

An “exciting and informative” account of the Civil War battle that opened the 1864 Shenandoah Valley Campaign, with illustrations included (Lone Star Book Review). Charles Knight’s Valley Thunder is the first full-length account in decades to examine the combat at New Market on May 15, 1864 that opened the pivotal Shenandoah Valley Campaign. Lt. Gen. Ulysses S. Grant, who set in motion the wide-ranging operation to subjugate the South in 1864, intended to attack on multiple fronts so the Confederacy could no longer “take advantage of interior lines.” A key to success in the Eastern Theater was control of the Shenandoah Valley, an agriculturally abundant region that helped feed Gen. Robert E. Lee’s Army of Northern Virginia. Grant tasked Maj. Gen. Franz Sigel, a German immigrant with a mixed fighting record, and a motley collection of units numbering some 10,000 men to clear the Valley and threaten Lee’s left flank. Opposing Sigel was Maj. Gen. (and former US Vice President) John C. Breckinridge, who assembled a scratch command to repulse the Federals. Included in his 4,500-man army were Virginia Military Institute cadets under the direction of Lt. Col. Scott Ship, who’d marched eighty miles in four days to fight Sigel. When the armies faced off at New Market, Breckinridge told the cadets, “Gentlemen, I trust I will not need your services today; but if I do, I know you will do your duty.” The sharp fighting seesawed back and forth during a drenching rainstorm, and wasn’t concluded until the cadets were inserted into the battle line to repulse a Federal attack and launch one of their own. The Union forces were driven from the Valley, but would return, reinforced and under new leadership, within a month. Before being repulsed, they would march over the field at New Market and capture Staunton, burn VMI in Lexington (partly in retaliation for the cadets’ participation at New Market), and very nearly capture Lynchburg. Operations in the Valley on a much larger scale that summer would permanently sweep the Confederates from the “Bread Basket of the Confederacy.” Valley Thunder is based on years of primary research and a firsthand appreciation of the battlefield terrain. Knight’s objective approach includes a detailed examination of the complex prelude leading up to the battle, and his entertaining prose introduces soldiers, civilians, and politicians who found themselves swept up in one of the war’s most gripping engagements.

Measuring return on marketing investment doesn't have to be mysterious...even in the age of Web 2.0. This book provides you with a foolproof system for determining the effectiveness of all your marketing strategies, online and off. --Book Jacket.

"The Battle of New Market, though a smaller conflict, represented a crucial moment in the Union's offensive movements in the spring of 1864 and became the last major Confederate victory in the Shenandoah Valley. The results of the battle between Franz Sigel and John C. Breckinridge - with the Virginia Military Institute Cadets pushing the conflict in the Confederates' favor - altered the campaigns of Ulysses S. Grant and Robert E. Lee and the course of the American Civil War in Virginia."--Provided by publisher.

Unlike some other reproductions of classic texts (1) We have not used OCR(Optical Character Recognition), as this leads to bad quality books with introduced typos. (2) In books where there are images such as portraits, maps, sketches etc We have endeavoured to keep the quality of these images, so they represent accurately the original artefact. Although occasionally there may be certain imperfections with these old texts, we feel they deserve to be made available for future generations to enjoy.