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- Commoditization (Ugh!) Is The Enemy – Isn’t It?.
New products in oncology and orphan diseases command premium prices. When the hottest new Pharma marketing tactics are savings cards and e-vouchers and similar programs designed to sugar-coat the cost of our products? When we still think of campaigns in terms of how many spreads to put in the sales aid and how glossy to make the cover. To maximize success today, you have to avoid the commoditization pitfall. And that requires being able to solve two really tough problems.
Author – Bob Pritchard
First, what do your customers really want? This means deciding what unique emotional value you bring to the customer and saying so in an unforgettable way. Pritchard calls this the consumer purchasing benefit CPB.
In contrast, the CPB breaks through commoditization by calling attention to the emotional appeal that makes your brand unique. Yet Joe had staked the branding — and first! He had nailed the CPB of product managers everywhere by positioning his agency as the partner that would make them stars. Really got them thinking. Articles 1.
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Insightful Knowledge will sway doubting executives to the ways of adaptive marketing, persistent listening, and comprehensive voice of customer initiatives. This is one of the best business books written in years! We can't market the way we used to. As Stephen Monaco shows us in Insightful Knowledge , if we're not successfully using social media we cannot succeed.
Monaco gets us up to speed as quickly as possible. From listening to customers to measuring, to calculating ROI, Monaco guides us to successfully marketing with social media. Change has already happened; the question is: "Have you adapted? Social media is the most powerful business and marketing tool ever developed. Yet research shows the vast majority of CEOs believe their organizations have only rudimentary knowledge of how to use social media. In my experience, working around the world, I have found no one who has the strategic knowledge of social media marketing that Stephen Monaco has.
Insightful Knowledge is the social marketing strategy bible, an absolutely essential read for everyone in business. Stephen Monaco doesn't just talk social media, he lives it! He knows what works and why, and in this book he shares his secrets with you.
Bob Pritchard BSc.
You can follow one of the top marketing experts on Twitter which he is! Do not pass go without reading Insightful Knowledge if you want to be and stay relevant in today's world! What are you waiting for? Building an army of fans across social media platforms is one thing. However, developing and maintaining consumers' trust requires insight. When it comes time for these highly-engaged fans to make purchasing decisions or talk positively about your product, they're willing participants because by engaging with them you've earned their loyalty. Stephen's Insightful Knowledge provides the principles and ideas to keep your digital marketing fresh, relevant and amplified.
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Robert E. Stephen Monaco delves deep into the changing landscape of social media, delivering insights into how today's consumers interact with brands across channels.
From social networks to social TV, he distills a vast amount of theory into powerful nuggets of marketing strategy. Packed with case studies and practical tips, the aptly named Insightful Knowledge is a must read for marketing professionals. The world of marketing and PR has changed dramatically in just a few years and social media is now the lynchpin in any successful marketer's strategy.
In his new book, veteran marketer Stephen Monaco provides a detailed roadmap and handbook to using social media marketing in this digital age, backed up with real-world examples from the trenches. We thought we knew everything there was to know about social media marketing; however, Stephen Monaco teaches every reader several things, and then some.
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