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The marketing agency blueprint : the handbook for building hybrid PR, SEO, content, advertising, and Web firms

Autor: Paul Roetzer
Editora: Hoboken, N.J. : John Wiley, ©2012.
Edição/Formato   e-book : Documento : InglêsVer todas as edições e formatos
Base de Dados:WorldCat
Resumo:
"Build a disruptive marketing agency for the modern age. The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with  Ler mais...
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Gênero/Forma: Electronic books
Formato Físico Adicional: Print version:
Roetzer, Paul, 1978-
Marketing agency blueprint.
Hoboken, N.J. : John Wiley, ©2012
(DLC) 2011032163
(OCoLC)731913192
Tipo de Material: Documento, Recurso Internet
Tipo de Documento: Recurso Internet, Arquivo de Computador
Todos os Autores / Contribuintes: Paul Roetzer
ISBN: 9781118176900 1118176901 9781118176887 111817688X 1283401401 9781283401401
Número OCLC: 774290427
Descrição: 1 online resource (xviii, 237 pages) : illustrations
Conteúdos: The marketing agency blueprint: the handbook for building hybrid pr, seo, content, advertising, and web firms; Contents; Foreword; Acknowledgments; Introduction; The Origin; The Opportunity to Emerge; Causes for Change; Accelerating Transformation; The Value Imperative; Chapter 1 Eliminate Billable Hours; Disrupt or Be Disrupted; A Broken System; The Power of Transparency; The Move to Standardized Services and Set Pricing; Value-Based Pricing; Focus on Recurring Revenue; Chapter 2 Transform into a Hybrid; Every Firm Is a Tech Firm; Meet the Demand for Digital Services. Understand Your Role in the EcosystemThe Art of Outsourcing and Collaboration; Diversify Your Revenue Streams; Chapter 3 Think Talent and Team; Great Teams Finish First; A Players, the Draft, and Free Agency; Hire, Retain, and Advance Hybrid Professionals; Talent Evaluation and Professional Reviews; Leaders Must Lead: The LeBron James Parable; Chapter 4 Build a Scalable Infrastructure; Make Decisions That Fit Your Growth Goals; The Realities of Costs, Funding, and Cash Flow; Agility, Mobility, and the Cloud; Chapter 5 Devise an Inbound Marketing GamePlan; The Shift to Inbound Marketing. Origins of the Inbound Marketing GamePlanThe Foundation: Brand and Website; Audiences: Segment and Prioritize; Objectives: Set Your Success Factors; Strategies and Tactics: Take an Integrated Approach; Does Inbound Marketing Really Work for Agencies?; Chapter 6 Control the Sales Funnel; Agency Sales System Essentials; People, Tools, and Processes; Understanding the Buying Cycle; Lead Generation; Prospects and Lead Nurturing; Conversions and Transitions; Chapter 7 Commit to Clients; Build Relationships and Loyalty; The Significance of Systems; Prioritizing and Evaluating Accounts. The Marketing Consultant LawsChapter 8 Deliver Results; Become Measurement Geeks; Use Analytics to Adapt; Activate Builders and Drivers; Unplug to Excel; Chapter 9 Embrace Failure; If Your Model Is Broke, Fix It; The Disruptor Advantage; The Traditionalist Opportunity; Spend Less Time Planning, More Time Doing; Chapter 10 Pursue Purpose; Stand for Something; The Purpose Pyramid: A New Planning Paradigm; Fate, Destiny, and the Business of Life; Conclusion; The Transformation; Core Concepts; Resources; Visit MarketingAgencyInsider.com; Notes; About the Author; Index.
Responsabilidade: Paul Roetzer.

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