Popky, Linda J. Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters. Bibliomotion, 2015.
This book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors (delineated by the author) that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment.
It is the author’s belief that today’s businesses need to stop trying to keep pace with the latest and greatest marketing tactics and instead focus on developing those long term strategies that build customer loyalty and convince prospects to buy. Businesses do need to be aware of, and integrate new media and new approaches, but they need to do so in a way that makes sense for the business. They need to maintain a clear focus above the din of the roaring crowd—above the marketing fray.
Most organizations don’t have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, they’re not able to integrate every new tactic as it appears and they’re not sure how to prioritize all of these options. Marketing Above the Noise provides a framework that marketers can utilize to maintain focus.
Jennings, Jason and Laurence Haughton. The High-Speed Company: Creating Urgency and Growth in a Nanosecond Culture. Portfolio, 2015.
Jennings and his researchers have spent years “up close and personal” with thousands of organizations around the world, figuring out what makes them successful in both the short and long term. He understands the challenges that keep more than eleven thousand CEOs, business owners, and executives up at night, and he knows how the best ones combine speed and growth to deliver greater-than-average returns to shareholders.
The High-Speed Company reveals the practices of businesses that have records of growth. One key distinction is that they’ve created extraordinary cultures with a strong purpose, trust, and follow-through. These companies burn less energy, beat the competition, and have a fun along the way. Jennings shows you how to build and sustain your own.