Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters

Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters

by Linda J. Popky

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Product Details

ISBN-13: 9781629560373
Publisher: Taylor & Francis
Publication date: 03/24/2015
Series: 100 Cases Series
Pages: 224
Sales rank: 1,090,181
Product dimensions: 6.20(w) x 9.10(h) x 0.90(d)

About the Author


Linda Popky is the president of Leverage2Market Associates, a Redwood Shores-based strategic marketing company that helps transform organizations through powerful marketing performance.

In 2009, Linda was named one of the top women of influence in Silicon Valley and inducted into the Million Dollar Consultant® Hall of Fame. She is the first marketing expert worldwide certified to offer the Private Roster™ Mentoring Program for consultants and entrepreneurs, and the first licensee of Alan Weiss’s workshops and seminars. Linda is the past president of WIC, and she served as VP of marketing for the Northern California chapter of the Business Marketing Association (BMA). She is a member of the Society for the Advancement of Consulting (SAC) and Watermark, the organization for exceptional executive women who have made their mark, where she serves on the Strategic Development Board.

Linda has served as program advisor for the Integrated Marketing Program at San Francisco State University’s College of Extended Learning, and she is a member of the Advisory Board of University of California Santa Cruz Extension in Silicon Valley. A classically trained pianist, Linda recently released Night Songs, a CD of classical piano music. She resides in the San Francisco Bay area.

Table of Contents

Foreword xiii

Introduction xv

Part I The Marketing Landscape

1 In the Heart of the Noise 3

2 Today's Marketing Environment: The Tempo Accelerates 13

3 What Hasn't Changed: Timeless Marketing Truths 23

Dynamic Market Leverage Factor 1: Strategy

4 What Has Changed: The New Realities 35

Dynamic Market Leverage Factor 2: Products

Part II Competing for Attention

5 It All Starts with the Customer 57

Dynamic Market Leverage Factor 3: Customers

6 Reputation Is the New Black: Branding Above the Noise 71

Dynamic Market Leverage Factor 4: Brand

7 Demand Generation: Getting the Message Heard 85

Dynamic Market Leverage Factor 5: Communication

Dynamic Market Leverage Factor 6: Operations

Part III Striking the Right Chord

8 Closing the Sale: How Marketing and Sales Can 101

Work in Harmony 101

Dynamic Market Leverage Factor 7: Sales Channels

9 The Big Deal About Big Data 115

Dynamic Market Leverage Factor 8: Market Analysis

10 How Employees Raise the Volume 129

11 Can Social Sharing Amplify Your Reach? 141

Part IV Above the Noise

12 Momentum Factors for Success 157

13 Putting It All Together: A Masterful Performance 171

A Final Note: How Are You Marketing Above the Noise? 179

Acknowledgments 181

Notes 185

References 191

Index 197

About the Author 205

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