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Tribal knowledge : business wisdom brewed from the grounds of Starbucks corporate culture

Author: John Moore
Publisher: Chicago, IL : Kaplan Pub., ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
Longtime Starbucks marketer John Moore shares untold, behind-the-scenes stories of the processes, the programs, and the products that have made Starbucks a remarkable business success.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: John Moore
ISBN: 1419520016 9781419520013
OCLC Number: 70061003
Description: xiv, 248 pages : illustrations ; 20 cm
Contents: Introduction: What Is Tribal Knowledge? --
1. Few Tribal Truths About the Business of Branding and the Branding of Business --
1. Building the Business Creates the Brand --
2. Bake Marketing into Your Business --
3. Make the Common Uncommon --
4. Tell the Story. Don't Make Up a Story --
5. Brand Management Is Reputation Management --
6. Creating Category Intrigue Builds Brand Intrigue --
7. There's a High Price to a Low-Price Strategy --
8. Only Three Strategies Exist to Drive Sales --
9. Strong Brands Always Have More Brand Credits Than Debits --
10. Be the Best, Not the Biggest --
11. Locationing Is Advertising --
12. Communicate the Benefit of the Benefit --
13. Keep Your Marketing Authentic --
14. Keep Your Merchandising Relevant --
15. Actions Speak Louder Than Advertising --
16. Fewer, Bigger, Better Is Best --
17. Goliath Can Become a David Again --
2. Some Tribal Truths About Delivering Memorable Customer Experiences --
18. Remarkable Things Get Remarked About --
19. Needs Are Rational. Wants Are Aspirational --
20. Say Yes to Connecting, Discovering, and Responding --
21. Over-Deliver on All Promises --
22. Practice Local Warming --
23. Be Nice. Be Clean --
24. Touchology Trumps Technology --
25. Be Generous --
26. Future Success Stems from Past Success --
27. Tourists Bring Home Souvenirs. Explorers Bring Home Stories --
28. Foster Customer Devotion --
29. Walls Talk. Take a Moment to Listen --
30. Access Alters How a Business Achieves Success --
31. Everything Matters --
3. More Tribal Truths-Creating the Kind of Workplace You'd Like to Work In --
32. Make the Company Something to Believe In --
33. Employee Experience Matters --
34. Live Your Mission (Statement) --
35. Practice Passionate Followership --
36. People Quit People (Not Companies) --
37. Brands Are Made Possible by People --
38. Abhor Complacency. Resist Conservatism. Fight Conceit --
39. Build Bridges Between Old Employees and New Employees --
40. Hire Passion over Experience --
41. Participation Is the Price of Admission --
42. Encourage Healthy Dialogue --
43. Radically Simplify Your Organizational Chart --
44. Always Measure Your Comparable Job Performance --
45. Marketing Has Two Audiences --
4. Some Parting Truths --
46. Profit Is a By-Product --
47. Be Mission-Driven to Change the World --
Action Steps: From Ideas to Implementation --
Afterword: Join the Conversation: Learn through Sharing --
Resources: The Starbucks Executive Bookshelf --
Author Appreciations.
Responsibility: John Moore.
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Abstract:

Longtime Starbucks marketer John Moore shares untold, behind-the-scenes stories of the processes, the programs, and the products that have made Starbucks a remarkable business success.

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