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 : 62. 7 MB
Format : PDF
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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.

Judo Strategy

Author : David B. Yoffie
ISBN : 1591391261
Genre : Business & Economics
File Size : 41. 19 MB
Format : PDF, Docs
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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.

Social Media Metrics

Author : Jim Sterne
ISBN : 047062258X
Genre : Business & Economics
File Size : 89. 15 MB
Format : PDF, ePub
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The only guide devoted exclusively to social media metrics Whether you are selling online, through a direct sales force, or via distribution channels, what customers are saying about you online is now more important than your advertising. Social media is no longer a curiosity on the horizon but a significant part of your marketing mix. While other books explain why social media is critical and how to go about participating, Social Media Metrics focuses on measuring the success of your social media marketing efforts. Success metrics in business are based on business goals where fame does not always equate to fortune. Read this book to determine: Why striving for more Twitter followers or Facebook friends than the competition is a failing strategy How to leverage the time and effort you invest in social media How to convince those who are afraid of new things that social media is a valuable business tool and not just a toy for the overly-wired Knowing what works and what doesn't is terrific, but only in a constant and unchanging world. Social Media Metrics is loaded with specific examples of specific metrics you can use to guide your social media marketing efforts as new means of communication.

Blown To Bits

Author : Harold Abelson
ISBN : 9780137135592
Genre : Computers
File Size : 85. 8 MB
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Every day, billions of photographs, news stories, songs, X-rays, TV shows, phone calls, and emails are being scattered around the world as sequences of zeroes and ones: bits. We can't escape this explosion of digital information and few of us want to-the benefits are too seductive. The technology has enabled unprecedented innovation, collaboration, entertainment, and democratic participation. But the same engineering marvels are shattering centuries-old assumptions about privacy, identity, free expression, and personal control as more and more details of our lives are captured as digital data. Can you control who sees all that personal information about you? Can email be truly confidential, when nothing seems to be private? Shouldn't the Internet be censored the way radio and TV are? is it really a federal crime to download music? When you use Google or Yahoo! to search for something, how do they decide which sites to show you? Do you still have free speech in the digital world? Do you have a voice in shaping government or corporate policies about any of this? Blown to Bits offers provocative answers to these questions and tells intriguing real-life stories. This book is a wake-up call To The human consequences of the digital explosion.

Boys Among Men

Author : Jonathan Abrams
ISBN : 9780804139267
Genre : Sports & Recreation
File Size : 66. 52 MB
Format : PDF
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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.

Inside Intuit

Author : Suzanne E. Taylor
ISBN : 1591391369
Genre : Business & Economics
File Size : 39. 92 MB
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Presents a history of the firm who created such computer programs as Quicken, QuickBooks, and TurboTax.

Faster Higher Farther The Volkswagen Scandal

Author : Jack Ewing
ISBN : 9780393254525
Genre : Business & Economics
File Size : 39. 39 MB
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A shocking exposé of Volkswagen’s fraud by the New York Times reporter who covered the scandal. In mid-2015, Volkswagen proudly reached its goal of surpassing Toyota as the world’s largest automaker. A few months later, the EPA disclosed that Volkswagen had installed software in 11 million cars that deceived emissions-testing mechanisms. By early 2017, VW had settled with American regulators and car owners for $20 billion, with additional lawsuits still looming. In Faster, Higher, Farther, Jack Ewing rips the lid off the conspiracy. He describes VW’s rise from “the people’s car” during the Nazi era to one of Germany’s most prestigious and important global brands, touted for being “green.” He paints vivid portraits of Volkswagen chairman Ferdinand Piëch and chief executive Martin Winterkorn, arguing that the corporate culture they fostered drove employees, working feverishly in pursuit of impossible sales targets, to illegal methods. Unable to build cars that could meet emissions standards in the United States honestly, engineers were left with no choice but to cheat. Volkswagen then compounded the fraud by spending millions marketing “clean diesel,” only to have the lie exposed by a handful of researchers on a shoestring budget, resulting in a guilty plea to criminal charges in a landmark Department of Justice case. Faster, Higher, Farther reveals how the succeed-at-all-costs mentality prevalent in modern boardrooms led to one of corporate history’s farthest-reaching cases of fraud—with potentially devastating consequences.

Behind The Cloud

Author : Marc Benioff
ISBN : 047053592X
Genre : Business & Economics
File Size : 49. 68 MB
Format : PDF, ePub
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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.

Console Wars

Author : Blake Harris
ISBN : 9781782395287
Genre : Computers
File Size : 42. 78 MB
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In 1990 Nintendo had a virtual monopoly on the video game industry. Sega, on the other hand, was a faltering arcade company with big aspirations and even bigger personalities. But that would all change with the arrival of Tom Kalinske, a man who knew nothing about video games and everything about fighting uphill battles. His unconventional tactics, combined with the blood, sweat and bold ideas of his renegade employees, transformed Sega and eventually led to a ruthless David-and-Goliath showdown with rival Nintendo. The battle was vicious, relentless and highly profitable, eventually sparking a global corporate war that would be fought on several fronts: from living rooms and schoolyards to boardrooms and Congress. It was a once-in-a-lifetime, no-holds-barred conflict that pitted brother against brother, kid against adult, Sonic against Mario, and the US against Japan. Console Wars is the underdog tale of how Kalinske miraculously turned an industry punchline into a market leader. It's the story of how a humble family man, with an extraordinary imagination and a gift for turning problems into competitive advantages, inspired a team of underdogs to slay a giant and, as a result, birth a $60 billion dollar industry.

Profitable Marketing Communications

Author : Antony Young
ISBN : 074944942X
Genre : Business & Economics
File Size : 42. 74 MB
Format : PDF, ePub, Mobi
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Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

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