taking down goliath digital marketing strategies for beating competitors with 100 times your spending power

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Taking Down Goliath

Author : Kevin M. Ryan
ISBN : 1137444207
Genre : Business & Economics
File Size : 82. 66 MB
Format : PDF, ePub
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The marketing middle classes used to get left out in the cold. Big brands attracted all the attention and the highest priced agency talent, leaving everyone else stuck in a marketing no-man's-land. Thankfully, the ground has since shifted—and evened—beneath everyone's feet. It's time for the big guys to learn from the little guys. Thanks in part to the digital revolution, there has been a tremendous transition towards a more democratic marketing world, one in which you don't need a huge budget to get a lot done. Success now goes to those advertisers who understand how to best leverage what they have, investing in smarter strategies rather than just bigger or more expensive campaigns. Taking Down Goliath profiles the tactics needed to optimize the potential of digital marketing and realize its promise of a more level playing field. Industry veterans Kevin Ryan and Rob 'Spider' Graham explain what to do, where to look, how to execute, and most of all, what to avoid as you set out to make the most of the what you've got. The book combines case studies from Bugaboo, Wendy Davis, the Daily Meal, and every day entrepreneurs who are taking down goliath on a daily basis—brands that emerged using tactical outlay and overarching strategies that their Goliath competitors couldn't see coming. Readers will learn, through step-by-step guides, how to identify their target audience and create points of engagement between brands and consumers. Drawing on their years in the trenches, working with some of the world's top brands and teaching mid-sized companies how to compete, Ryan and Graham outline how to build a sound digital strategy in creatively cost-efficient ways. While most books focus on one medium (such as social media or search engine optimization), Taking Down Goliath takes a holistic approach—explaining each digital marketing channel in detail and teaching readers how to combine them synergistically. For the first time, it's completely possible to compete with a brand boasting 100 times your spending power. It requires, however, the courage to invest in strategy. Taking Down Goliath provides the toolkit you need to make that investment.

Killing Giants

Author : Stephen Denny
ISBN : 9780141969398
Genre : Business & Economics
File Size : 52. 73 MB
Format : PDF
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Killing Giants unveils practical strategies for overtaking larger competitors in any market, looking at companies like that started out small but quickly dominated by using their opponents' size to their advantage. Baidu has beaten Google at search in China, and the Boston Beer Company took on Budweiser with Sam Adams Boston Lager. Stephen Denny shows how even behemoths like Nike and Coca Cola are susceptible to small, even tiny, competitors, because of their size. Using a range of fresh case studies he explains how, by taking a fresh approach, you can carve out a larger chunk of any marketplace.

Judo Strategy

Author : David B. Yoffie
ISBN : 1578512530
Genre : Business & Economics
File Size : 32. 80 MB
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A century-old strategy holds the secret to toppling corporate giants. 'In a world where advantage increasingly depends upon movement rather than position, "Judo Strategy" drills home the ultimate principle of strategy: maximize impact while minimizing effort. This is easy to say but difficult to accomplish. The authors provide pragmatic techniques and examples to help make this principle come alive. Don't enter the market without this book' - John Hagel, Author, "Net Gain and Net Worth", and Chief Strategy Officer, 12 Entrepreneuring, Inc. Why do some companies succeed in defeating stronger rivals, while others fail? This is a question that, sooner or later, all ambitious competitors must face.Whether you're a tiny start-up taking on industry giants or a giant moving into markets dominated by powerful incumbents, the basic problem remains the same: How do you compete with opponents who have size, strength, and history on their side? The answer lies in a simple but powerful lesson: Rather than oppose strength to strength, successful challengers use their opponents' size and power to bring them down. This is the message at the heart of "Judo Strategy". Based on extensive research by Harvard Business School professor David Yoffie and research associate Mary Kwak, "Judo Strategy" introduces a groundbreaking approach to competition that shows companies how to win against imposing odds. Using vivid examples from companies ranging from Wal-Mart and Charles Schwab to Juniper Networks and Palm Computing, the authors demonstrate how managers can translate the core principles of judo - a martial art that prizes skill not size - into a winning business strategy.By mastering movement, managers learn to seize the lead and make the most of their initial advantage. By maintaining balance, they can successfully engage with opponents and respond to rivals' attacks. And finally, by exploiting leverage, managers can transform their competitors' strengths into strategic liabilities. This book will help any company - large or small, new or old, virtual or physical - become a more effective competitor. In addition to developing the concept of judo strategy, it presents a defensive primer - in the form of "sumo strategy" - for companies facing judo attacks.Packed with the insights of world-class managers and strategists, "Judo Strategy" does double duty: it can help you become a giant-killer, while also teaching you to protect your hard-fought position from challengers in the wings.

Almost Home

Author : Kevin Ryan
ISBN : 1118230477
Genre : Political Science
File Size : 69. 34 MB
Format : PDF, ePub
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In this moving and inspirational book from Covenant House, six extraordinary young people share their personal stories of living life alone on streets and how they dealt with such issues as drug addiction, family violence, prostitution, rejection based out on sexual orientation and teen parenthood. Original.

The Innovator S Dilemma

Author : Clayton M. Christensen
ISBN : 0066620694
Genre : Business & Economics
File Size : 20. 7 MB
Format : PDF, ePub
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Examines how companies can create a balance between marketing cutting-edge technology and anticipating customer demand.

David And Goliath

Author : Malcolm Gladwell
ISBN : 9780241959602
Genre : Social Science
File Size : 62. 98 MB
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David and Goliath is the dazzling and provocative new book from Malcolm Gladwell, no.1 bestselling author of The Tipping Point, Blink, Outliers and What the Dog Saw Why do underdogs succeed so much more than we expect? How do the weak outsmart the strong? In David and Goliath Malcolm Gladwell takes us on a scintillating and surprising journey through the hidden dynamics that shape the balance of power between the small and the mighty. From the conflicts in Northern Ireland, through the tactics of civil rights leaders and the problem of privilege, Gladwell demonstrates how we misunderstand the true meaning of advantage and disadvantage. When does a traumatic childhood work in someone's favour? How can a disability leave someone better off? And do you really want your child to go to the best school he or she can get into? David and Goliath draws on the stories of remarkable underdogs, history, science, psychology and on Malcolm Gladwell's unparalleled ability to make the connections others miss. It's a brilliant, illuminating book that overturns conventional thinking about power and advantage. 'A global phenomenon... there is, it seems, no subject over which he cannot scatter some magic dust' Observer

The Future Of Work

Author : Jacob Morgan
ISBN : 9781118877296
Genre : Business & Economics
File Size : 90. 30 MB
Format : PDF, Mobi
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Throughout the history of business employees had to adapt to managers and managers had to adapt to organizations. In the future this is reversed with managers and organizations adapting to employees. This means that in order to succeed and thrive organizations must rethink and challenge everything they know about work. The demographics of employees are changing and so are employee expectations, values, attitudes, and styles of working. Conventional management models must be replaced with leadership approaches adapted to the future employee. Organizations must also rethink their traditional structure, how they empower employees, and what they need to do to remain competitive in a rapidly changing world. This is a book about how employees of the future will work, how managers will lead, and what organizations of the future will look like. The Future of Work will help you: Stay ahead of the competition Create better leaders Tap into the freelancer economy Attract and retain top talent Rethink management Structure effective teams Embrace flexible work environments Adapt to the changing workforce Build the organization of the future And more The book features uncommon examples and easy to understand concepts which will challenge and inspire you to work differently.

Jab Jab Jab Right Hook

Author : Gary Vaynerchuk
ISBN : 006227306X
Genre : Business & Economics
File Size : 77. 86 MB
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New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. When managers, marketers, and small business owners outline their social media strategies, they plan for the "right hook"—their next campaign that will produce profits. Even companies committed to "jabbing"—creating content for consumers and engaging with customers to build relationships—still desperately want to land the powerful, bruising swing that will knock out their opponents or their customers' resistance in one tooth-shattering, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and return on investment. Except when they don't. In the same passionate, streetwise style his readers have come to expect, Vaynerchuk is on a mission to strengthen marketers' right hooks by changing the way they fight to make their consumers happy, and ultimately to compete. Thanks to the massive change in and proliferation of social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It's not just about developing high-quality content; it's also about developing high-quality content that's perfectly adapted to specific social media platforms and mobile devices. It's about truly engaging with customers, not by shouting at them over social media but by using new narrative forms particular to each different media platform—especially, though not exclusively, Facebook, Instagram, Pinterest, Twitter, and Tumblr. Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really work.

Inside Intuit

Author : Suzanne E. Taylor
ISBN : 1591391369
Genre : Business & Economics
File Size : 27. 82 MB
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Presents a history of the firm who created such computer programs as Quicken, QuickBooks, and TurboTax.

Small Giants

Author : Bo Burlingham
ISBN : 9781101191385
Genre : Business & Economics
File Size : 59. 72 MB
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How maverick companies have passed up the growth treadmill — and focused on greatness instead. It’s an axiom of business that great companies grow their revenues and profits year after year. Yet quietly, under the radar, a small number of companies have rejected the pressure of endless growth to focus on more satisfying business goals. Goals like being great at what they do, creating a great place to work, providing great customer service, making great contributions to their communities, and finding great ways to lead their lives. In Small Giants, veteran journalist Bo Burlingham takes us deep inside fourteen remarkable companies that have chosen to march to their own drummer. They include Anchor Brewing, the original microbrewer; CitiStorage Inc., the premier independent records-storage business; Clif Bar & Co., maker of organic energy bars and other nutrition foods; Righteous Babe Records, the record company founded by singer-songwriter Ani DiFranco; Union Square Hospitality Group, the company of restaurateur Danny Meyer; and Zingerman’s Community of Businesses, including the world-famous Zingerman’s Deli of Ann Arbor. Burlingham shows how the leaders of these small giants recognized the full range of choices they had about the type of company they could create. And he shows how we can all benefit by questioning the usual definitions of business success. In his new afterward, Burlingham reflects on the similarities and learning lessons from the small giants he covers in the book. From the Hardcover edition.

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