東華大學圖書館 |

The mindful marketer = how to stay present and profitable in a data-driven world /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The mindful marketer/ Lisa Nirell.
其他題名:	how to stay present and profitable in a data-driven world /
作者:	Nirell, Lisa.
出版者:	Basingstoke :Palgrave Macmillan : : 2014.,
面頁冊數:	240 p. :5 b&w, 16 figures, line drawings.
附註:	Electronic book text.
內容註:	Section 1 1. Why CMOs Are Facing Extinction Ten troubling trends provide a unique opportunity for marketing leaders to change course and adapt. 2. The Dark Side of Data Democracy The Web fosters a level of transparency that we have never seen. Who can you-and your customers-trust? 3. Going DIM: Can You See (or Hear) Me Now? The pervasive Digital Intrusion Movement (DIM) tempts us to let technology dictate our every move. What unique, fleeting life experiences are we missing? 4. Return on Marketing Investments: A Flight Risk? Expanded budget authority does not give marketing leaders license to fly at unsafe speeds. Here are 3 common obstacles. 5. Big Data, or Big Disappointments? Analytics could miss half of what customers are saying online. Where is the balance between data and wisdom? 6. Marketing and Sales: A Hard Landing 3 areas create the most friction between sales and marketing: Data, Roles, and Content. 7. Multitasking Mashups and Mishaps Information overload and multitasking erode productivity and quality of life. Here's the research to prove it, and ways to eradicate these habits. Section 2 8. Find Your Inner Marketing Guru to Make Better Decisions Experts encourage marketers to do more, I suggest you need to be more. These 7 mindfulness precepts will help. 9. Western Mindfulness: A Brief Journey These mindfulness practices provide true refuge when we lose our balance and focus. Which one resonates with you? 10. Five Timeless Qualities of Mindful Marketers Acceptance, aliveness, articulate, aggregation, and adaptable-the traits that help you find your true nature and Inner Marketing Guru. 11. Personal Energy Management Personal energy field management is not some New Age pablum. It's what separates exhausted marketing leaders from vibrant ones. 12. The Power of Present Moment Language Intentional, empathic leaders know what areas they can and cannot influence. This clarity allows them to communicate and persuade with greater ease. 13. Mindful Planning and Decision Making Mindfulness represents fresh ingredients in our marketing leadership recipe-- critical thinking is the Mason jar. Critical thinking fuels career longevity. 14. Designing with Intention Ways to incorporate intentionality into our work environments-where innovation often emerges. Subtle design shifts fosters empathy, focus, and productivity. Section 3 15. Peer Groups: How Shifts Really Happen Do you rely mostly on Klout scores and 'likes' to guide your career journey, or on a personal force field of trusted peers?(hint: Facebook fatigue is only the beginning). 16. What the CEO Wants The CMO to Know Modern marketers, fluent in content, media and analytics, often speak Greek. These are 3 essential qualities to engage with your CEO in plain English. 17. CFO-Speak: Mindful Marketing By the Numbers CFOs are often a key business partner to the CEO. You need these 5 steps to attain financial fluency and alignment with your CFO. 18. The CMO and CIO: Crossing the Raging River On the raging river of IT and marketing discontent, it can be tough to find common ground. Here is how to stay afloat and row together. 19. Sales and Marketing: Rethinking the System 4 strategies to close the gap between sales and marketing, inspired by systems thinking and Martin Luther King. 20. Looking Inside to Work Outside Are your leadership approaches consistent with all external stakeholders? 5 marketers share strategies to build powerful, mindful external relationships. 21. Starting the Revolution What will fuel your mindful marketing revolution? Includes a reference chart to guide customer-centered marketing strategies. 22. Minding the Future Mindful marketers constantly make room for their true brilliance to shine, and to create or discover new opportunities. These 6 trends are worth watching.
標題:	Branding (Marketing). -
電子資源:	http://link.springer.com/10.1057/9781137386311Online journal 'available contents' page
ISBN:	1137386312 (electronic bk.) :

The mindful marketer = how to stay present and profitable in a data-driven world /
Nirell, Lisa.

The mindful marketerhow to stay present and profitable in a data-driven world /[electronic resource] :Lisa Nirell. - 1st ed. - Basingstoke :Palgrave Macmillan :2014. - 240 p. :5 b&w, 16 figures, line drawings.

Electronic book text.

Section 1 1. Why CMOs Are Facing Extinction Ten troubling trends provide a unique opportunity for marketing leaders to change course and adapt. 2. The Dark Side of Data Democracy The Web fosters a level of transparency that we have never seen. Who can you-and your customers-trust? 3. Going DIM: Can You See (or Hear) Me Now? The pervasive Digital Intrusion Movement (DIM) tempts us to let technology dictate our every move. What unique, fleeting life experiences are we missing? 4. Return on Marketing Investments: A Flight Risk? Expanded budget authority does not give marketing leaders license to fly at unsafe speeds. Here are 3 common obstacles. 5. Big Data, or Big Disappointments? Analytics could miss half of what customers are saying online. Where is the balance between data and wisdom? 6. Marketing and Sales: A Hard Landing 3 areas create the most friction between sales and marketing: Data, Roles, and Content. 7. Multitasking Mashups and Mishaps Information overload and multitasking erode productivity and quality of life. Here's the research to prove it, and ways to eradicate these habits. Section 2 8. Find Your Inner Marketing Guru to Make Better Decisions Experts encourage marketers to do more, I suggest you need to be more. These 7 mindfulness precepts will help. 9. Western Mindfulness: A Brief Journey These mindfulness practices provide true refuge when we lose our balance and focus. Which one resonates with you? 10. Five Timeless Qualities of Mindful Marketers Acceptance, aliveness, articulate, aggregation, and adaptable-the traits that help you find your true nature and Inner Marketing Guru. 11. Personal Energy Management Personal energy field management is not some New Age pablum. It's what separates exhausted marketing leaders from vibrant ones. 12. The Power of Present Moment Language Intentional, empathic leaders know what areas they can and cannot influence. This clarity allows them to communicate and persuade with greater ease. 13. Mindful Planning and Decision Making Mindfulness represents fresh ingredients in our marketing leadership recipe-- critical thinking is the Mason jar. Critical thinking fuels career longevity. 14. Designing with Intention Ways to incorporate intentionality into our work environments-where innovation often emerges. Subtle design shifts fosters empathy, focus, and productivity. Section 3 15. Peer Groups: How Shifts Really Happen Do you rely mostly on Klout scores and 'likes' to guide your career journey, or on a personal force field of trusted peers?(hint: Facebook fatigue is only the beginning). 16. What the CEO Wants The CMO to Know Modern marketers, fluent in content, media and analytics, often speak Greek. These are 3 essential qualities to engage with your CEO in plain English. 17. CFO-Speak: Mindful Marketing By the Numbers CFOs are often a key business partner to the CEO. You need these 5 steps to attain financial fluency and alignment with your CFO. 18. The CMO and CIO: Crossing the Raging River On the raging river of IT and marketing discontent, it can be tough to find common ground. Here is how to stay afloat and row together. 19. Sales and Marketing: Rethinking the System 4 strategies to close the gap between sales and marketing, inspired by systems thinking and Martin Luther King. 20. Looking Inside to Work Outside Are your leadership approaches consistent with all external stakeholders? 5 marketers share strategies to build powerful, mindful external relationships. 21. Starting the Revolution What will fuel your mindful marketing revolution? Includes a reference chart to guide customer-centered marketing strategies. 22. Minding the Future Mindful marketers constantly make room for their true brilliance to shine, and to create or discover new opportunities. These 6 trends are worth watching.

Document

As marketing leaders look for ways to evolve from order takers to market makers, Nirell shows managers the more contextual, intuitive and innovative dimensions of marketing. The Mindful Marketer provides marketers with a powerful nexus between data-fueled analytic thinking and creative, immensely human approaches to marketing.Today's marketers face a perilous journey. Thanks to new buyer dynamics, a boardroom-level obsession with marketing ROI, and 'big data' driven decision making tools, the rules have shifted beneath everyone's feet, leaving many dizzily wondering how to keep pace. Modern marketing leaders are expected to be tech savvy, data-driven brand ambassadors on the vanguard of change. But as marketing demands and workloads continue to evolve at the speed of sound, it becomes more difficult to stop, breathe, and reflect mindfully on future opportunities and daily decisions. As marketing leaders look for ways to evolve from order takers to market makers, the more contextual, intuitive, and innovative dimensions of marketing play an even greater role than before. Lisa Nirell's The Mindful Marketer is a 3-part playbook for thriving in the new world of modern marketing. An industry veteran who has helped companies like Microsoft, Blackboard, Adobe, Bozzuto, and Oracle accelerate growth and build customer mindshare, Lisa has discovered the 'middle path' between mindfulness and market acceleration. Through case studies and engaging personal stories, Lisa offers surprising insights into the opportunities and possible pitfalls presented by modern marketing. Among other things, The Mindful Marketer examines how constant connectedness and multi-tasking can contribute to lower productivity, reduced brand repute, executive-level misalignment, and big data investment 'black holes.' By applying Pan-Asian principles, Lisa points the way towards a revolutionary 'middle path-' a powerful nexus between data-fueled, analytical thinking and creative, immensely human approaches to marketing. Staying present, Lisa asserts, is the best way to stay ahead of the curve. The Mindful Marketer lays the groundwork for any leader who wants to deepen relationships with their peers in the C-suite, drive more demand, optimize the power and potential of digital marketing, attract more customer evangelists, and create healthier organizations.

PDF.

Lisa Nirell is Chief Energy Officer of EnergizeGrowth(R) LLC. She has helped B2B companies grow customer mindshare and market share since 1983. As a strategic growth expert and keynote speaker, Lisa has worked with hundreds of entrepreneurs, as well as Wells Fargo, Sony, Microsoft, OppenheimerFunds, and BMC Software. Within two years, she helped her clients generate $84M in new business. Lisa is a sought-after speaker for entrepreneur groups and leaders worldwide. Lisa is an award winning columnist and expert blogger for Fast Company, and the author of Energize Growth NOW: The Marketing Guide to a Wealthy Company. She has been featured in U.S. News and World Report, American Express OPEN, and ComputerWorld.

ISBN: 1137386312 (electronic bk.) :£19.00Subjects--Topical Terms:

918030
Branding (Marketing).

LC Class. No.: HF5415.1255 / N57 2014

Dewey Class. No.: 658.8

The mindful marketer = how to stay present and profitable in a data-driven world /
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516 $a Document
520 $a As marketing leaders look for ways to evolve from order takers to market makers, Nirell shows managers the more contextual, intuitive and innovative dimensions of marketing. The Mindful Marketer provides marketers with a powerful nexus between data-fueled analytic thinking and creative, immensely human approaches to marketing. $b Today's marketers face a perilous journey. Thanks to new buyer dynamics, a boardroom-level obsession with marketing ROI, and 'big data' driven decision making tools, the rules have shifted beneath everyone's feet, leaving many dizzily wondering how to keep pace. Modern marketing leaders are expected to be tech savvy, data-driven brand ambassadors on the vanguard of change. But as marketing demands and workloads continue to evolve at the speed of sound, it becomes more difficult to stop, breathe, and reflect mindfully on future opportunities and daily decisions. As marketing leaders look for ways to evolve from order takers to market makers, the more contextual, intuitive, and innovative dimensions of marketing play an even greater role than before. Lisa Nirell's The Mindful Marketer is a 3-part playbook for thriving in the new world of modern marketing. An industry veteran who has helped companies like Microsoft, Blackboard, Adobe, Bozzuto, and Oracle accelerate growth and build customer mindshare, Lisa has discovered the 'middle path' between mindfulness and market acceleration. Through case studies and engaging personal stories, Lisa offers surprising insights into the opportunities and possible pitfalls presented by modern marketing. Among other things, The Mindful Marketer examines how constant connectedness and multi-tasking can contribute to lower productivity, reduced brand repute, executive-level misalignment, and big data investment 'black holes.' By applying Pan-Asian principles, Lisa points the way towards a revolutionary 'middle path-' a powerful nexus between data-fueled, analytical thinking and creative, immensely human approaches to marketing. Staying present, Lisa asserts, is the best way to stay ahead of the curve. The Mindful Marketer lays the groundwork for any leader who wants to deepen relationships with their peers in the C-suite, drive more demand, optimize the power and potential of digital marketing, attract more customer evangelists, and create healthier organizations.
520 1 $a In this fast-paced, high powered, tech-driven economy, mindfulness is a competitive advantage. In The Mindful Marketer, Lisa Nirell helps you align hearts, minds, and actions. This is the secret sauce to connecting with customers. - Guy Kawasaki, Chief evangelist of Canva, former chief evangelist of Apple Read this book, love it, do what needs doing, and then secretly hide the best and most important lessons you learn here in other people's numbers marketing...Be the secret revolution. - Chris Brogan, New York Times bestselling author and publisher Reading The Mindful Marketer will not only assure a more effective, relevant, and inspired marketing organization in the future; it will also set the groundwork for a more creative and successful present. Brilliant! - Marshall Goldsmith, author of The New York Times global bestseller What Got You Here Won't Get You There The Mindful Marketer not only outlines the primary causes of anxiety in today's volatile marketing organizations, but it also provides a clear roadmap to mindfully navigating these uncertain times. Lisa's message is timely, holistic, and powerful! - Chip Conley, Founder of Joie de Vivre Hotels, Head of Global Hospitality and Strategy of Airbnb, and bestselling author The world needs more mindful marketers! Lisa's book builds a solid case for why calmness, insight, and adaptability will prevail in today's crazy-busy economy. - Jill Konrath, author of Agile Selling and Snap Selling Lisa Nirell gives marketers the secret map to navigate the dangerous new field of big data. This book gives markets a chance to use big data rather than it using them! - Jeffrey Hayzlett, Primetime TV Show Host, Bestselling Author, and Sometimes Cowboy While self-expression is the true driver of social media today, self-reflection is equally important. Lisa's book outlines the qualities and habits of mindful marketers who know how to convert fans into lifelong clients. - Shama Hyder, CEO of Marketing Zen Group, and author of The Zen of Social Media Marketing.
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