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 : 64. 7 MB
Format : PDF, ePub
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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 : 44. 29 MB
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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 : 50. 92 MB
Format : PDF, Kindle
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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 : 87. 6 MB
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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.

Blown To Bits

Author : Harold Abelson
ISBN : 9780137135592
Genre : Computers
File Size : 47. 91 MB
Format : PDF, Mobi
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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.

David And Goliath

Author : Malcolm Gladwell
ISBN : 9780241959602
Genre : Social Science
File Size : 43. 13 MB
Format : PDF
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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

Beating Goliath

Author : Jeffrey Record
ISBN : 9781597970907
Genre : History
File Size : 23. 23 MB
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An urgently needed analysis of why great powers lose asymmetrical wars

Boys Among Men

Author : Jonathan Abrams
ISBN : 9780804139267
Genre : Sports & Recreation
File Size : 28. 3 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.

Understanding The Digital World

Author : Brian W. Kernighan
ISBN : 9781400884803
Genre : Computers
File Size : 26. 36 MB
Format : PDF
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The basics of how computer hardware, software, and systems work, and the risks they create for our privacy and security Computers are everywhere. Some of them are highly visible, in laptops, tablets, cell phones, and smart watches. But most are invisible, like those in appliances, cars, medical equipment, transportation systems, power grids, and weapons. We never see the myriad computers that quietly collect, share, and sometimes leak vast amounts of personal data about us. Through computers, governments and companies increasingly monitor what we do. Social networks and advertisers know far more about us than we should be comfortable with, using information we freely give them. Criminals have all-too-easy access to our data. Do we truly understand the power of computers in our world? Understanding the Digital World explains how computer hardware, software, networks, and systems work. Topics include how computers are built and how they compute; what programming is and why it is difficult; how the Internet and the web operate; and how all of these affect our security, privacy, property, and other important social, political, and economic issues. This book also touches on fundamental ideas from computer science and some of the inherent limitations of computers. It includes numerous color illustrations, notes on sources for further exploration, and a glossary to explain technical terms and buzzwords. Understanding the Digital World is a must-read for all who want to know more about computers and communications. It explains, precisely and carefully, not only how they operate but also how they influence our daily lives, in terms anyone can understand, no matter what their experience and knowledge of technology.

Alibaba S World

Author : Porter Erisman
ISBN : 9781466878860
Genre : Business & Economics
File Size : 51. 54 MB
Format : PDF, Kindle
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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.

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