Real-Time Marketing for Business Growth is an important book. Those of us who have been in business for a while know that business growth is rarely the result of one miraculous strategy or tactic. It’s a series of small things that guide a business in upward growth. That’s what I like about this book. It teaches people how to combine time-tested business concepts with new marketing tools and strategies. The result is an efficient and effective process to develop a plan—a roadmap for growth and success for your business.
This book presents marketing in an entirely new light. It highlights some of the problems in sales and marketing that have persisted for decades—and how to fix them. It shows companies how to organize around customers instead of products, and the need for companies to break down the silos between marketing, sales, customer service and other teams to more effectively fulfill customer needs. It shows companies how to create a thriving culture that respects customers, employees—all stakeholders.
This book was written for people like me—and most of you, I imagine—who are looking for something new in marketing. New and experienced entrepreneurs, marketers and CEOs will find this book full of fresh new insights, including how to measure marketing and how to use social media to build customer relationships. Most importantly it provides a process for writing a marketing plan—and smart business leaders know that the key to successful business growth is business planning. Monique teaches you a real-time planning process that keeps pace with change. It’s a flexible, collaborative, and measurable process so your plan is a living, breathing operational document to help the entire business execute strategy and continuously improve.
Real-Time Marketing for Business Growth explains marketing in simple terms that can be understood by any business owner. This is not to say that this book oversimplifies. In fact, I have never seen a more comprehensive explanation of marketing. Many books deal with marketing as a tactic. This book presents marketing holistically through the P·R·A·I·S·E Marketing Processä, which is a new paradigm that takes -a fresh look at marketing planning. The plan it produces can make a company 'market smart' and improve profitability. How could it do anything else? To me, the most important concept I've ever taught is about praising--catching people doing something right. So I certainly would love a P·R·A·I·S·E Marketing Process.
There are four aspects of this book which I feel are unique in the field of marketing. First of all, Real-Time Marketing for Business Growth integrates culture throughout the marketing process. It starts with defining your company Purpose, and I have always believed that a compelling vision and strong core values are the basic foundation of any business.
I know from experience that a healthy, thriving culture is woven into the fabric of every successful business. Companies that foster a thriving culture create a strong internal brand and that is the secret to creating a powerful external brand. This book will show you how to create happy, engaged employees—who in turn create delighted, engaged customers who become Raving Fans.
Second, I like the fact that Real-Time Marketing for Business Growth simplifies and clarifies what can be a complex subject. The One Minute Manager series of books is focused and simple—and I have received considerable feedback that this is a powerful way to teach. Since I have made it my life's work to take the 'BS' out of the behavioral sciences, I can relate to the power of simplicity when you want the learner to get full value from a book. Monique Reece has taken the 'BS' out of the marketing planning process. Thankfully, this book avoids technical terms when possible and explains them when necessary.
Third, this approach focuses on customer experience and how to build customer loyalty. This is accomplished through ongoing real-time feedback from customers. I've often said that "feedback is the breakfast of champions." You’ll get fresh ideas on how to attract new customers, retain them, and grow your relationships with them. This transforms customers into evangelists for your business—which of course increases profitability for your business.
Serendipity is the fourth fresh quality of Real-Time Marketing for Business Growth. Akin to luck, serendipity lets us know that there’s a force greater than ourselves. Serendipity within the research step, for example, can reveal insights that dramatically influence the way a company chooses to market themselves. And in a world that changes constantly, businesses must always adapt and change. I believe, as Monique does, that you should put your antennae up. If you are looking for something to happen, you'll get it.
Anyone wanting to increase profitability and reach a wider audience should venture through the P·R·A·I·S·E Marketing Processä. It’s a journey that can lead you to your greatest achievements. Thanks Monique. All aboard!
Co-author of The One Minute Manager® and Leading at a Higher Level