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.
|Publisher:||Palgrave Macmillan US|
|Product dimensions:||9.30(w) x 6.00(h) x 0.90(d)|
About the Author
Table of ContentsSection 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 youand your customerstrust? 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 adaptablethe 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 environmentswhere 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.