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

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Taking Down Goliath

Author : K. Ryan
ISBN : 9781137444219
Genre : Business & Economics
File Size : 25. 70 MB
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Advances in software, auction-based media, analytics, and big data have made it possible for the average marketer to compete with marketers with 100 times the spending power. Taking Down Goliath profiles the ways in which digital marketing can level the playing field, if you know how to use it.

Killing Giants

Author : Stephen Denny
ISBN : 1101476214
Genre : Business & Economics
File Size : 89. 82 MB
Format : PDF, ePub
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Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche: environmentally sound products in stylish, innovative packaging. Despite having a far smaller marketing budget than their competitors, Method connected with a substantial minority of people who wanted to "buy green" but who also wanted high-quality products. Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant- killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries- from software to cosmetics to aviation-for their most powerful techniques. Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include: ?Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet. ?Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go. ?Fight unfairly. Learn how the underdog can turn the tables. From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog.

Judo Strategy

Author : David B. Yoffie
ISBN : 1591391261
Genre : Business & Economics
File Size : 80. 16 MB
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Shows readers how to turn competitors’ strength to their advantage. Selling Points Yoffie-Kwak provide insightful analysis of leading companies’ judo strategies through in-depth case studies of Palm Computing, RealNetworks, and CNET Networks, among others The “Users’ Guide to Judo Strategy”—a section at the end of the book—offers a summary of the principles of judo strategy that readers can apply to their own business situations. Packed with the insights of world-class managers and strategists, Judo Strategy describes how companies can become giant-killers, while also teaching readers how to protect their hard-fought position from challengers in the wings.

Almost Home

Author : Kevin Ryan
ISBN : 1118230477
Genre : Political Science
File Size : 88. 50 MB
Format : PDF
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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.

Boys Among Men

Author : Jonathan Abrams
ISBN : 9780804139267
Genre : Sports & Recreation
File Size : 82. 10 MB
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The definitive, never-before-told story of the prep-to-pro generation, those basketball prodigies who from 1995 to 2005 made the jump directly from high school to the NBA. When Kevin Garnett shocked the world by announcing that he would not be attending college—as young basketball prodigies were expected to do—but instead enter the 1995 NBA draft directly from high school, he blazed a trail for a generation of teenage basketball players to head straight for the pros. That trend would continue until the NBA instituted an age limit in 2005, requiring all players to attend college or another developmental program for at least one year. Over that decade-plus period, the list of players who made that difficult leap includes some of the most celebrated players of the modern era—Garnett, Kobe Bryant, LeBron James, Dwight Howard, Tracy McGrady, and numerous other stars. It also includes notable “busts” who either physically or mentally proved unable to handle the transition. But for better or for worse, the face of the NBA was forever changed by the prep-to-pro generation. In compelling, masterfully crafted prose, Boys Among Men goes behind the scenes and draws on hundreds of firsthand interviews to paint insightful and engaging portraits of the most pivotal figures and events during this time. Award-winning basketball writer Jonathan Abrams has obtained remarkable access to the key players, coaches, and other movers and shakers from that time, and the result is a book packed with rare insights and never-before-published details about this chapter in NBA history. Boys Among Men is a thrilling, informative, must-read for any basketball fan.

Life Of Pi

Author : Yann Martel
ISBN : 9781847674210
Genre : Fiction
File Size : 63. 9 MB
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One boy, one boat, one tiger . . . After the tragic sinking of a cargo ship, a solitary lifeboat remains bobbing on the wild, blue Pacific. The only survivors from the wreck are a sixteen year-old boy named Pi, a hyena, a zebra (with a broken leg), a female orang-utan -- and a 450-pound Royal Bengal tiger. The scene is set for one of the most extraordinary and best-loved works of fiction in recent years.

Alibaba S World

Author : Porter Erisman
ISBN : 9781466878860
Genre : Business & Economics
File Size : 44. 49 MB
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In September 2014, a Chinese company that most Americans had never heard of held the largest IPO in history – bigger than Google, Facebook and Twitter combined. Alibaba, now the world's largest e-commerce company, mostly escaped Western notice for over ten years, while building a customer base more than twice the size of Amazon's, and handling the bulk of e-commerce transactions in China. How did it happen? And what was it like to be along for such a revolutionary ride? In Alibaba's World, author Porter Erisman, one of Alibaba's first Western employees and its head of international marketing from 2000 to 2008, shows how Jack Ma, a Chinese schoolteacher who twice failed his college entrance exams, rose from obscurity to found Alibaba and lead it from struggling startup to the world's most dominant e-commerce player. He shares stories of weathering the dotcom crash, facing down eBay and Google, negotiating with the unpredictable Chinese government, and enduring the misguided advice of foreign experts, all to build the behemoth that's poised to sweep the ecommerce world today. And he analyzes Alibaba's role as a harbinger of the new global business landscape—with its focus on the East rather than the West, emerging markets over developed ones, and the nimble entrepreneur over the industry titan. As we face this near future, the story of Alibaba—and its inevitable descendants—is both essential and instructive.

Mastering The Rockefeller Habits

Author : Verne Harnish
ISBN : 1590790154
Genre : Business & Economics
File Size : 77. 48 MB
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THIS BOOK HAS BEEN UPDATED AND REPLACED BY Scaling Up: How a Few Companies Make It...and Why the Rest Don't (Rockefeller Habits 2.0). Scaling Up is a re-formatted, full-color version of Mastering the Rockefeller Habits with new material not found in the original. In Scaling Up, Verne Harnish and his team share practical tools and techniques for building an industry-dominating business. These approaches have been honed from over three decades of advising tens of thousands of CEOs and executives and helping them navigate the increasing complexities (and weight) that come with scaling up a venture. This book is written so everyone -- from frontline employees to senior executives -- can get aligned in contributing to the growth of a firm. There's no reason to do it alone, yet many top leaders feel like they are the ones dragging the rest of the organization up the S-curve of growth. The goal of this book is to help you turn what feels like an anchor into wind at your back -- creating a company where the team is engaged; the customers are doing your marketing; and everyone is making money. To accomplish this, Scaling Up focuses on the four major decision areas every company must get right: People, Strategy, Execution, and Cash. The book includes a series of new one-page tools including the updated One-Page Strategic Plan and the Rockefeller Habits ChecklistTM, which more than 40,000 firms around the globe have used to scale their companies successfully -- many to $1 billion and beyond. Running a business is ultimately about freedom. Scaling Up shows business leaders how to get their organizations moving in sync to create something significant and enjoy the ride.

David And Goliath

Author : Malcolm Gladwell
ISBN : 9780241959602
Genre : Social Science
File Size : 66. 65 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

Behind The Cloud

Author : Marc Benioff
ISBN : 047053592X
Genre : Business & Economics
File Size : 75. 23 MB
Format : PDF, Kindle
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How did salesforce.com grow from a start up in a rented apartment into the world's fastest growing software company in less than a decade? For the first time, Marc Benioff, the visionary founder, chairman and CEO of salesforce.com, tells how he and his team created and used new business, technology, and philanthropic models tailored to this time of extraordinary change. Showing how salesforce.com not only survived the dotcom implosion of 2001, but went on to define itself as the leader of the cloud computing revolution and spark a $46-billion dollar industry, Benioff's story will help business leaders and entrepreneurs stand out, innovate better, and grow faster in any economic climate. In Behind the Cloud, Benioff shares the strategies that have inspired employees, turned customers into evangelists, leveraged an ecosystem of partners, and allowed innovation to flourish.

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