Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it´s mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing. The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is a truly unique resource.
Entrepreneurial Strategic Content: G. T. Lumpkin, Jerome A. Katz
The Definitive Guide to Strategic Content Marketing:Perspectives, Issues, Challenges and Solutions Lazar Dzamic, Justin Kirby
´´A masterful and thought-provoking book that has reshaped my understanding of content in the digital landscape.´´-Ariel Emanuel, co-CEO, WME IMG Harvard Business School Professor of Strategy Bharat Anand presents an incisive new approach to digital transformation that favors fostering connectivity over focusing exclusively on content. NAMED ONE OF THE BEST BOOKS OF THE YEAR BY BLOOMBERG Companies everywhere face two major challenges today: getting noticed and getting paid. To confront these obstacles, Bharat Anand examines a range of businesses around the world, from The New York Times to The Economist, from Chinese Internet giant Tencent to Scandinavian digital trailblazer Schibsted, and from talent management to the future of education. Drawing on these stories and on the latest research in economics, strategy, and marketing, this refreshingly engaging book reveals important lessons, smashes celebrated myths, and reorients strategy. Success for flourishing companies comes not from making the best content but from recognizing how content enables customers´ connectivity; it comes not from protecting the value of content at all costs but from unearthing related opportunities close by; and it comes not from mimicking competitors´ best practices but from seeing choices as part of a connected whole. Digital change means that everyone today can reach and interact with others directly: We are all in the content business. But that comes with risks that Bharat Anand teaches us how to recognize and navigate. Filled with conversations with key players and in-depth dispatches from the front lines of digital change, The Content Trap is an essential new playbook for navigating the turbulent waters in which we find ourselves. Praise for The Content Trap ´´My favorite book of the year . . . Today, to some extent, every company is a media company, but Anand emphasizes that it´s not just about the content you create; it´s the connections you make that matter-the platforms and network effects.´´-Doug McMillon, CEO, Wal-Mart Stores ´´The Content Trap is a book filled with stories of businesses, from music companies to magazine publishers, that missed connections and could never escape the narrow views that had brought them past success. But it is also filled with stories of those who made strategic choices to strengthen the links between content and returns in their new master plans. . . . The book is a call to clear thinking and reassessing why things are the way they are.´´-The Wall Street Journal
The Strategic Storyteller:Content Marketing in the Age of the Educated Consumer. 1. Auflage Alexander Jutkowitz
This textbook on corporate social responsibility emphasizes its centrality to a firm´s strategic decision making and operations and how firms create value. It discusses issues of debate and their conceptual frameworks, presenting corporate social responsibility from a strategic stakeholder perspective that involves an operating environment consisting of many constituent groups. It defines corporate social responsibility and its context, drivers, and evolution, then addresses the stakeholder, economic, strategic, and sustainable perspectives. Along with a new 15-chapter structure, this edition has more emphasis on sustainable value creation; new content on behavioral economics, stakeholder prioritization, and value creation; five extended and updated cases on controversial corporate social responsibility issues; and new discussion of the COP21 (21st Annual Conference of the Parties) United Nations agreement in Paris, resilience, social impact bonds, and nudge economics. Annotation ©2016 Ringgold, Inc., Portland, OR (protoview.com)
´´Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands´´--
Whether you are a business leader, internal business partner or external consultant, there are six key strategy missions that you will need to undertake as you deal with the re-positioning and growth issues that all businesses face at one stage or another during their life-cycle: assessing the environment defining a strategic positioning choosing a growth strategy expanding internationally combining strategy, and innovation or (re)designing the business model Meschi and Chereau bridge the gaps between academic theory and real world practice, between strategic analysis and strategic management, and between planning and doing, by providing you with six essential mission briefings to help you deliver the best possible outcome. Each briefing is structured the same way, beginning with an outline of the consulting mission and its content before examining the theoretical background, before setting out a complete and practical methodology to complete the mission along with all the tools you will need along the way.