Book Description
To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.
This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal:
• How emotion works to cement customer loyalty
• The 3 Emotional E’s—Equity, Experience, and Energy
Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.
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Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.
Customer Reviews:
More insight in Emotionn Marketing.......2003-09-17
I get lots of insight about emotion marketing from this book.
In fact, the term of "Emotion marketing" is new to me, after I read this book, I found that many products or commercials are already used this concept to sell the product, such as Hallmark and McDonald's. Hallmark emphasizes care and love in its brand, it wants to show to the customer that Hallmark cares what they need and it tries to educate or demonstrate to the customer the importance of sharing love, but not only hard-sell their products.
On the other hand, McDonald¡¦s shows the happy and fun feeling to the customers. It tries to show that McDonald's is not only a fast food shop but also a place for children to have fun which brings happy to every customers.
I think emotion marketing will be more and more popular in the world. The traditional hard ¡Vsell product advertising method is not suitable for customers nowadays. Since product¡¦s differentiation becomes less and less and customers are more knowledgeable, the selling method only emphasizes functions will not be persuasive enough and increase customer¡¦s purchase intention. But emotion marketing is mainly selling the feeling and emotion that can be associated with the brands or products and as we know that human being is kind of emotion oriented when buying products.
Also, emotion marketing is very helpful in building customer loyalty since customers will loyal to the brand which have same belief or they enjoy the emotion which the company created for them.
A comprehensive guide to Emotion Marketing.......2003-09-17
This is a very comprehensive guide to Emotion Marketing for any business.
The book has mentioned many examples of successful emotion marketing strategies used by Hallmark and other companies like Harley-Davidson. However, what they have already done does not mean ¡§sure-win¡¨ plans.
The book explained a model for Emotion Marketing ¡V Value StarSM. Base on this model, any business can work out its own tailor-made success formula. Then, the book also taught us how to put Emotion Marketing to work at different areas of business, like on the Internet.
Emotion Marketing is actually about how to attract and retain customers that will be loyal to a brand for a lifetime. Therefore, the key is how a business manages its customer relationships.
This is a very good book because it goes beyond telling us WHAT to do, but HOW we should PLAN what to do.
A comprehensive guide to Emotion Marketing.......2003-09-15
This is a very comprehensive guide to Emotion Marketing for any business.
The book has mentioned many examples of successful emotion marketing strategies used by Hallmark and other companies like Harley-Davidson. However, what they have already done does not mean ¡§sure-win¡¨ plans.
The book explained a model for Emotion Marketing ¡V Value StarSM. Base on this model, any business can work out its own tailor-made success formula. Then, the book also taught us how to put Emotion Marketing to work at different areas of business, like on the Internet.
Emotion Marketing is actually about how to attract and retain customers that will be loyal to a brand for a lifetime. Therefore, the key is how a business manages its customer relationships.
This is a very good book because it goes beyond telling us WHAT to do, but HOW we should PLAN what to do.
Customer Service "Must".......2001-05-15
Anybody interested in outstanding customer service will value the experience of reading Emotion Marketing by Scott Robinette, Claire Brand and Vicki Lenz.
When one considers the expenses associated with finding new customers and then compares how little, by comparison, it costs to keep the customers you already have, this book becomes essential reading.
Emotion Marketing is easy to read, yet educational and thought-provoking.
Winning Formula for Customers and Employees Alike.......2001-04-28
"Emotion Marketing" presents a powerful formula for engaging customers and employees alike in a meaningful relationship with enlightened leadership. This work should dispel any doubt about the value of pro-people practices in business. Engaging the commitment of 20,000 employees and millions of customers is no small task. Yet, in a world of corporate downsizing, worker alienation, and customer distrust, Hallmark has developed the ability to make money by winning people's hearts and earning their trust. This is a must read for anyone seeking to distinguish themselves and their companies from the madding crowd.
Book Description
Get the competitive edge in a fierce market!
Effective market segmentation approaches can show a company which customer group is most profitable and how to best serve their needs. Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage is a marketing primer whose time has come, teaching segmentation approaches that can make a difference where it really counts--the bottom line. Introductory to intermediate level hospitality managers and students are provided with easy-to-follow explanations and effective learning exercises that will help them grasp segmentation concepts and strategies quickly. Unlike other hospitality marketing textbooks out there, this book persistently focuses specifically on segmentation and positioning strategies.
Segmentation Strategies for Hospitality Managers effectively tells how to best use the integrated resources of a hospitality firm to gain and maintain the competitive edge. Examples are taken from the hotel, restaurant, and airline industries to give a well-rounded view of the industry's practical and productive use of segmentation strategies. The text explains advantages and limitations of various segmentation strategies such as relationship or niche marketing to help assist managers in their own future decision-making process. Detailed chapter summaries and challenging end-of-chapter exercises further reinforce each chapter's concepts and approaches. Extensive references, several illustrative figures and tables, and specific case examples from various hospitality sectors are included.
Topics in Segmentation Strategies for Hospitality Managers include:
positioning strategy
niche marketing
relationship marketing
marketing trends
technology's impact on the hospitality industry
special issues in segmentation strategy (including integration of segmentation strategy with branding, yield management, and IT strategy)
and more!
Segmentation Strategies for Hospitality Managers is a resource certain to be used again and again and is perfect for hospitality managers, marketing and hospitality educators, hospitality and travel and tourism students, and business school students world wide.
Book Description
Here's a startling concept for anyone who knows anything about business:
"For successful companies, competition is irrelevant." Flying in the face of the conventional wisdom of most senior management today, the internationally noted business consultant Michel Robert explains why gigantically successful businesses ignore their competitors...and reap huge profits! How does it work? A number of CEOs who have used Robert's unique strategic thinking process--and are now true believers--recall in these pages how he enabled them to choose the right strategy for success in today's changing business environment.
Unlike most other consultants, Robert and his staff go to corporate "war rooms"--not the business school library--to develop and hone the strategic thinking process. In more than 400 frank, intensive working sessions with CEOs and their management teams, Robert has tested and validated his methods.
THE POWER OF STRATEGIC THINKING sums up his original and effective strategy of making anyone's competitors irrelevant: Obsession with your competitors leads to "imitation strategy," the common and disastrous mistake of letting the other side set the rules. Result: The house always wins! Imitators lose. The answer: Learn from major companies like Intel, Wal-Mart, Microsoft, and Goldman Sachs--corporate success stories that Robert explains in fascinating detail--how to develop your own "distinctive strategy" and race ahead of the competition.
Learn from the mistakes of copycat companies like Chrysler, Officemax, and all three original TV networks: Robert shows you how imitation strategies will put companies in virtually any field on a suicidal path. From military history, as Robert points out, comes the idea of "ultimate strategy," a proactive, offensive strategy that continually keeps the competition off-balance even as they become more and more irrelevant. Ultimate strategy is achieved when a company controls and/or influences the terms of play for an industry.
Learn from THE POWER OF STRATEGIC THINKING how to set the rules for your own sandbox...or how to find another sandbox where you can! In THE POWER OF STRATEGIC THINKING you can learn how to become a winning company by formulating and implementing a proactive, offensive strategy that will have your own company signature. You will also find out how to widen your competitive advantages. Best of all, your ultimate strategy for success will develop from the power of your own strategic thinking!
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Famed business consultant Michel Robert explains exactly how his unique strategic thinking has made major companies hugely successful.
Customer Reviews:
Good ideas but too much hype.......2002-01-10
Michel Robert does a very good job of structuring and focusing the process of strategy development. At the very root is simplicity, focus and integrity. The most valuable concepts of the book are: (1) the driving force - what makes your business move forward and what with an `invisible hand' structures your organization, (2) business concept and (3) zones of excellence. All these concepts are clearly and well explained. They are also thought provoking, insightful and energizing.
But going further through the book becomes more and more exasperating. There too much annoying hype almost on every page and especially in business cases. Often they sound all alike. "We had problems and didn't know what to do. Then we called Robert and guys from DPI opened our eyes. And we started to use DPI Strategic Process and DPI Decision Making and DPI Keep It Simple Stupid and made a lot of money. And we also lost 20 pounds in three weeks. Just call 1-800-Robert..." The author definitely has all rights to promote his company any way he likes but if he believes that his books are read not only by neurotic losers then he should cool down a bit. There is definitely a conflict between content and realization.
Probably as a result of all that hype the book is often repetitive. I believe it is based on a standard promotion presentation. This belief is supported by many silly pictures definitely copied and pasted from PowerPoint. The book is also structured as a presentation: "Tell them what we want to tell. Tell them. Tell them what you told them." All the promotion presentation tricks are also there, namely: (1) Leave many important things behind, just mention them, (2) Give them an impression that without you they wouldn't really make it, (3) Position yourself as a unique consultant - don't forget to mention that other consultants (incl. BSG, McKinsey, etc.) are not good.
To put it short, "The Power of Strategic Thinking" is a book based on DPI promotion presentation. Some really good ideas about business strategy are thickly dressed with hype.
A Good Read!.......2001-06-01
This book makes several excellent points about strategy. To find them, the reader must slog through pages of unremitting, self-promotional hard-sell, snide digs at business guru Michael Porter and contemptuous asides about consulting firms that base their strategic recommendations on research. Readers will miss little if they skip the CEO interviews, which might have provided interesting and informative insights had the author not chosen to focus on compliments to himself and his firm. But the bullet-point outlines of the strategic thinking process will be an eye-opener for many managers unaccustomed to thinking in this manner, and the section is illustrated robustly with real-life examples. Robert’s analysis of the driving forces of various businesses makes the entire effort worthwhile. ...get this book for executives and entrepreneurs in any industry.
Used the process - very pleased.......2001-04-13
As Vice-President, Sales & Marketing for a Berkshire Hathaway company, we engaged Mike Robert to lead our company through both the Strategy and Product Innovation modules his company offers.
The results have been very satisfying as the company has launch two entirely new products, in new industries, that we never touched before.
The power and simplicity of the process is incredible. In fact, if I had a complaint, it would be that the thinking can be so radical that some executives might have a hard time grasping the long term impact of decisions made during a single engagement. It is heady stuff!
This process is not for everyone. I wonder how many companies are really ready to examine their position in their marketplace and actually do something about it.
Overall, I was very pleased with the process and the result.
Easy to understand strategy.......2000-09-12
This is an easy to understand book about strategic thinking. Robert doesn't use complicated terminology or hard to understand concepts. His method for formulating and implementing strategy is straightforward and consise. Anyone wishing to improve their company's strategy should read this book.
Although by itself the book was good and I recommend it, I was disappointed that Robert didn't provide much new information over his previous book Strategy Pure and Simple II. In fact, Robert used many of the same case studies (already three years old in some cases) and the chapters were very similar to his previous book. I also got the sense that the complete methodology he proposes was missing, and his real intention was to have readers call his company for the missing links. For instance, one case study mentions their use of a decision analysis, and potential problem analysis taught by Robert. These seem to be valuable tools that anyone using his method would want to know. He also suggests taking a survey to test your strategic IQ but recommends you send the results to his company for an objective assessment. Great way to generate new business, but he could have been more complete.
I still think it's a good book because it gets you going in the right direction, and helps you organize your thoughts using a proven process. Unfortunately, you will only truly benefit from his process by hiring his firm.
Setting the rules for your own sand-box...........2000-05-19
How do you develop distinctive strategies that will distinguish your company in the market-place? Over the last 25 years, Robert developed his process of strategic thinking through working with CEOs of major and emerging corporations in various industries. His approach comes from working alongside and observing top executives of major organizations in an attempt to identify the concepts of management that they practice, in his case, by osmosis. In this book, he provides invaluable insight of his experiences with CEOs of Companies who have used their process of strategic thinking, and unlike other approaches, why their process has stood the test of time. There are clear explainations of the concept, examples and case studies from a wide range of industry sectors and organizations that readers can relate to. These are used to contextualize and demonstrate the applications of the concept discussed. Overall,Robert presents everything in a clear, compact and accesible manner. You will never look at your competitors the same way again!
Book Description
m-Business technology enables you to achieve extraordinary organizational agility Q and deliver unprecedented value to customers wherever they are. In Business Agility, Internet Week columnist Nicholas D. Evans draws upon real case studies to illuminate today's best m-Business strategies and tactics, and offers a complete step-by-step blueprint for execution: planning, process models, architecture, implementation, and much more.
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m-Business technology enables you to achieve extraordinary organizational agility -- and deliver unprecedented value to customers wherever they are. In Business Agility, Internet Week columnist Nicholas D. Evans draws upon real case studies to illuminate
Customer Reviews:
Marvelous Mobile Masterpiece.......2002-01-28
Nick Evans has a great sense of the mobile marketplace. This book is a solid balance of the high level trends in the mobile industry and practical examples of businesses deploying these technologies.
Average customer rating:
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Marketing to Win: Strategies for Building Competitive Advantage in Service Industries
Frank K. Sonnenberg
Manufacturer: Ballinger Pub Co
ProductGroup: Book
Binding: Hardcover
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ASIN: 0887304206 |
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New Economy Excellence Series, New Economy Energy: Unleashing Knowledge for Competitive Advantage
Sultan Kermally
Manufacturer: Wiley
ProductGroup: Book
Binding: Paperback
Strategy & Competition
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Management
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All Amazon Upgrade
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ASIN: 0471499633 |
Book Description
Forward-thinking companies are focusing their attention on knowledge, that insubstantial asset which is recognised as a key competitive capability in the new economy. Yet despite the mantra that knowledge is '700eople, 200rocess and 10% technology', too much emphasis is still placed on technical aspects of knowledge management by firms embarking on initiatives in this area. Zooming in on a critical issue, this new title in the groundbreaking New Economy Excellence series helps managers to consistently reap competitive benefits by understanding the nature of knowledge and how to make the most of it in the ultra-competitive e-world.
Other titles in the New Economy Excellence series include:
New Economy Edge: Strategies and Techniques for Boosting Online Profitability
Jeremy Kourdi - 0471498440
New Economy Expression: Redefining Marketing in the Multi-Channel Age
David Mercer - 0471500089
New Economy Emotion: Engaging Customer Passion with e-CRM
Alfredo Zingale and Matthias Arndt - 0470841354
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Strategic Marketing: Creating Competitive Advantage
Douglas West ,
John Ford , and
Essam Ibrahim
Manufacturer: Oxford University Press, USA
ProductGroup: Book
Binding: Paperback
Strategy & Competition
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ASIN: 0199273987 |
Book Description
Suitable for both undergraduate and postgraduate marketing students, Strategic Marketing examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking. It demonstrates how companies create competitive advantage through the use of strategic marketing. The book combines theory and practice within a unique conceptual framework. The text poses and answers questions relating to: DT Where Are We Now? DT Where Do We Want To Be? DT How Will We Get There? DT Did We Get There? Using established frameworks and concepts, the book reviews recent thinking in marketing strategy and reviews a number of marketing tools and techniques. ONLINE RESOURCE CENTRE For Lecturers: additional case studies, guide to discussion questions, case analyses and teaching notes, PowerPoint slides, answers to case studies, guide to additional case studies and group assignments and tasks. tasks, and extra case studies. For Students: Internet exercises and annotated web links.
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Readings on Market-Driving Strategies: Towards a New Theory of Competitive Advantage
Gregory Carpenter ,
Rashi Glazer , and
Kent Nakamoto
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Paperback
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ASIN: 0321014138 |
Average customer rating:
- Great book
- Product Strategy for High-Technology Companies
- Great book for any product marketing manager
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Product Strategy for High-Technology Companies: How to Achieve Growth, Competitive Advantage, and Increased Profits
Michael E. McGrath
Manufacturer: Irwin Professional Pub
ProductGroup: Book
Binding: Hardcover
General
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Management
| Management & Leadership
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Systems & Planning
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| Advertising
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| Sales & Selling
ASIN: 0786301465 |
Customer Reviews:
Great book.......2000-10-19
The idea of Product Platform or Product Architecture as being the basis for longer term success hadn't been something that I had taken into consideration in any depth before I read this book. Certainly being able to work with code and making sure it was "maintainable", and free of spagetti, was not new, but this book helped clarify for me the details of why it's imporant to plan out the product platform, and how a smartly based strategy that focuses the team on the platform first and the emd-user feature set in view of that, really improves the stability and performance of the product.
The team at Ernst and Young in Seattle that I worked with used this book as a reference as we built new web-based technologies. Thank you Michael McGrath!
I see there's a new version just released this month, and I will be purchasing it.
Product Strategy for High-Technology Companies.......2000-09-19
There is a good and generic template or framework for corporate management in US for senior managers in every company of every industry for them to be able to review their leadership, their strategy, and operation of organizations with respect to satisfaction of all the stake holders and business performance. That is Baldridge National Qaulity Award Program. This book is supplying us with very specific suggestions how the contents should be, what specific options are to respond to Criteria for Performance Excellence in crucial categories of National Quality Award. I believe this book enables every senior managers to be able to posiotion their practices in management with respect to the plentiful examples of ideas as a measure so that they will be able to find or identify his strength or weakness in every important aspects of corporte management of high-tech companies. Take a look at this book. Then you will find your own idea for improvement. When someone is there who says "I find nothing interest in this book" then he or she will be a great manager in some company achieving extraordinary and sustainable success in industry.
Great book for any product marketing manager.......1998-09-22
This is not a 10 minutes guide for a great product. This is really a great place to learn how to better understand product strategy. The book covers crucial issues such as the importance of good platform strategy, differentiation and others. The text is clear and full of real life examples.
Marketing managers and product managers will appreciate this excellent book.
Books:
- Essentials of Contemporary Advertising
- Five Star Service, One Star Budget: How to Create Magic Moments for Your Customers That Get You Noticed, Remembered and Referred
- Fourth Generation R&D: Managing Knowledge, Technology, and Innovation
- Global Marketing (4th Edition) (Pie)
- Google Advertising Tools: Cashing in with AdSense, AdWords, and the Google APIs
- Great Demo!: How To Create And Execute Stunning Software Demonstrations
- History: Fiction or Science? (Chronology, No. 1)
- History: Fiction or Science? (Chronology, No. 1)
- How Brands Become Icons: The Principles of Cultural Branding
- How to Sell More Stuff!: Promotional Marketing That Really Works
Books Index
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The Marketing Power of Emotion
When You Care Enough: The Story of Hallmark Cards and Its Founder
BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
The Nordstrom Way to Customer Service Excellence: A Handbook For Implementing Great Service in Your Organization
How Customers Think: Essential Insights into the Mind of the Market
