Mastering Marketing is a step-by-step guide for startup entrepreneurs, small business owners and anyone looking for a “big picture” understanding of marketing. The goal is to empower you to understand marketing and business development as a system. The purpose being to give you greater control and a logical sequence to follow; so you take on the right things in the right order.
Mastering Marketing divides the process into three developmental stages; Design, Build and Grow. Each stage contains a set of marketing objectives or Ways of Being to master. In all, there are 20 Ways of Being to develop your relationships and earnings growth program.
Inhoudsopgave
ABOUT THE AUTHOR vii
THE INTRODUCTION 1
MAKING THE SHIFT 5
WHAT IS MARKETING? 7
DEFINING MASTERY 10
WHAT ARE WAYS OF BEING? 12
HOW THE WAYS WORK 16
PATTERNS OF USE 21
A WARNING 23
THE DESIGN STAGE 25
BEING INTENTIONAL 29
BEING COMMITTED 37
BEING COMPETITIVE 47
BEING RECOGNISABLE 55
BEING RELEVANT 63
BEING AFFECTIVE 73
BEING ATTRACTIVE 81
BEING COMPELLING 89
BEING KNOWABLE 95
THE BUILD STAGE 103
BEING RESPONSIVE 105
BEING BUYABLE 113
BEING SYSTEMATIC 123
BEING INFORMED 131
BEING EFFECTIVE 139
BEING SCALABLE 147
THE GROW STAGE 155
BEING ACCESSIBLE 157
BEING CONNECTED 167
BEING ENDORSABLE 177
BEING PRESENT 185
BEING CONSPICUOUS 195
THE WRAP UP 205
USING THE WAYS OF BEING 206
CLOSING THOUGHTS 211
BIBLIOGRAPHY 213
Over de auteur
John is a sales and marketing coach, consultant, author and content creator who lives in Calgary, Alberta, Canada.
He is the President of Accrue Performance Marketing and the author of Mastering Marketing. John’s been consulting since 1993, helping people start and grow companies.
John’s passion is helping people start and grow businesses that are an expression of their purpose and passion. Enabling this purpose and passion is what it’s all about. Sales and Marketing are just the tools we use to help make it happen.
Prior to Starting Accrue, John was the VP Strategy at Rare Method Interactive, President of Advanced Information Marketing and the head of Geomatics at Komex International.
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