Overview

Failing to understand your customers can waste marketing resources and create useless strategy, leaving your company with lackluster results. And social media content and digital initiatives aren't enough to create influence or growth. When done right, marketing has the ability to make a real impact. But it needs the fuel from customer insights, value communication, and strategies powered by consumer behavior. Without them, you'll build your marketing efforts on shaky ground. Improve your marketing function with professors Stefan Michel and Lisa Duke's business-focused and practical approach, value-based tools, and their unique one-page visual marketing plan that's proven to help leverage your strategies for success. Written in language you can understand, this is your ultimate guide to evidence-based decision-making in your marketing strategy to deliver better customer insights, solutions, and prices. You'll discover: Customer-based measurements to help you optimize your marketing return-on-investment (ROI). The power of value-based pricing to improve your profit and avoid margin erosion. Key success factors in your defined market to close more sales and put your company ahead of the competition. How to generate relevant customer insights by linking product attributes to benefits to values. A simple-yet-comprehensive one-page marketing plan for your firm, your brand, and your product. Master every marketing and strategy challenge with a data-informed focus on impact throughout each process with this step-by-step learning journey for reflective executives and entrepreneurs. Get Real Impact Marketing now to align your customer insights with your marketing goals and drive measurable success for your company.

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9783907311028

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Stefan Michel, PhD, is the dean of IMD's executive MBA program and professor of marketing and service management. He is a board member at Bossard, Zug, a publicly listed company, the president of the foundation board of the Swiss Society for Marketing (GfM), and a member of the Foundation Board of IMD, a world-leading business school in Lausanne. As a consultant for global companies and local SME's, he has advised on marketing strategy, digital pricing, service management, and related topics. With 12 books and over 40 articles published, Professor Michel has been featured in the Harvard Business Review, Sloan MIT Management Review, the Journal of the Academy of Marketing Science, California Management Review, and other publications. He won the Emerald Literati Award from the Journal of Service Management for the best paper of 2009 and 2010. His book Marketing. Eine praxisorientierte Einfuhrung is the best-selling textbook in Switzerland, with over 30,000 copies sold. Professor Michel holds an MBA and a DBA from the University of Zurich, both summa cum laude. Currently, he lives in Zug, Switzerland, along with his family, where he enjoys skiing, biking, and playing board games with his kids. Learn more at www.real-impact-marketing.com. Lisa Duke is an award-winning digital learning designer, researcher, and writer. She has authored more than 65 case studies for the faculty at IMD, INSEAD, and London Business School, where she serves as an executive education faculty member. She is an expert for IMD's EMBA program on the customer and the digital transformation modules. As an executive coach, she has supported executives in developing their marketing, pricing, strategy, and digital transformation capabilities. Lisa also consults for leading global business schools and corporate clients. Lisa holds a first-class honors degree in Business Computing, an MBA from the London Business School, an MSc in Organizational Psychology from Birkbeck College, University of London. Currently, she is studying for a Doctorate at SDA Bocconi in Milan. Learn more at www.real-impact-marketing.com.

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