6 strategic principles for reinventing your products, your services—and your company's future The digital age has completely transformed business—and marketing has not kept up. From research frameworks and traditional concept development to planning to budgeting to distribution channels and media placement, marketing has not advanced—which may be why Chief Marketing Officers often don't get a seat at the table. In order to have a future, marketing must play a direct role in driving profitable sales and increasing revenues. The Old Rules of Marketing Are Dead offers the new rules for reinventing your brand, including: Defining the product's essence Creating metrics to ensure accountability Developing a core message Disseminating the brand Marketing needs to lead, not follow. The Old Rules of Marketing are Dead shows how to reinvent marketing and position it as a strategic business partner for any organization. Table of Contents Rule 1: The Core is Everything; Rule 2: You Have Nothing Without the Foundation; Rule 3: There are Many Choices But Only One Customer; Rule 4: Do the Right Things for the Right Reasons; Rule 5: Infrastructure is More Than Just Pipes; Rule 6: Lead and Others Will Follow

The New York Times and USA Today Bestseller! Reinvent your marketing to keep up with an ever-changing marketplace “A must-read for any business leader or marketer. It explains how brands must be true to their essence and be reinvented to remain relevant in this radically changed, information-rich, and Internet-oriented world.” —Robert Hanson, President, Global Levi’s® Brand, Levis Strauss & Co. “Pearson makes the clearest statement yet about the new world of marketing, as he makes the difficult and complex concepts of brands and reinvention understandable to everyone.” —Bob Jeffrey, CEO, JWT “When it comes to global brands, Pearson has no peers. His understanding of how companies and enterprises that breakaway from their competitors and reinvent their businesses will inherit the next era of global commerce is revolutionary.” —Michel Recalt, Director of Marketing and Brand Strategy, LVMH Moet Hennessy Louis Vuitton “The Old Rules of Marketing are Dead presents a new reality: marketing must be reinvented if it is to remain relevant by placing a premium on business acumen, strategy and communications.” —MaryLee Sachs, Chairman U.S., Hill & Knowlton “Pearson has distilled 27 years of business experience into a book that shows the old ways of marketing have been replaced by new more up-to-date approaches and concepts to reinvent businesses and brands—and drive profitable sales.” —Stephen G. Butler, retired Chairman / CEO, KPMG International / KPMG LLP “Tim Pearson’s name is synonymous with strategy, value-proposition development, and marketing. From now on, it will be synonymous with reinvention and the new ‘do or die’ rules of business.” —Mark A. Emkes, retired Chairman, CEO and President, Bridgestone Americas “Every leader and company director must learn the fundamental rules and principles of reinvention that will bring marketing into the 21st century. Reinvention must be the byword for this post-Great Recession era and the changes it requires that will make companies and businesses of all sizes great.” —R. David Hoover, Chairman, President and CEO, Ball Corporation About the Book: Revolutionary new technologies developed over the past decade have completely changed the way humans communicate and transact business. Not exactly late-breaking news for most people of the world . . . except for those who are supposed to be marketing to them. While consumers, customers, and marketplaces have adapted to these new realities, most marketers have not. Renowned marketing expert Tim Pearson explains why you need to sever your ties to the comfortable old ways of marketing—and bring your company’s marketing into the twenty-first century. Too many marketers still operate as if strategy necessarily depends upon predetermined budgets; advertising is the catch-all to every problem; and marketing results can’t be measured. It all adds up to the age-old belief that marketing is an art, not a science—which couldn’t be further from the truth. The Old Rules of Marketing Are Dead is a road map for breaking out of old, established—and increasingly ineffective—routines and reinventing your organization’s marketing by: Positioning marketing as a business partner—not as a tool for meeting a strategic objective Holding marketing accountable for results with the application of hard data— not vague qualitative measurements Providing leadership within your organization—not following the direction of everyone else From research frameworks and concept development to planning, budgeting, media placement, and program implementation, marketers have not kept up—to the detriment of themselves and their companies. Completely revamping old-school marketing is the only way to drive profitable sales, create growing brands, and increase market share in today’s post–Great Recession business landscape. Pearson calls for nothing short of a marketing revolution. You must throw out almost everything you hold dear and embrace technology, a new role in business, and real accountability. The Old Rules of Marketing Are Dead has what you need to reinvent your products, your services—and your future.

6 strategic principles for reinventing your products, your services—and your company's future The digital age has completely transformed business—and marketing has not kept up. From research frameworks and traditional concept development to planning to budgeting to distribution channels and media placement, marketing has not advanced—which may be why Chief Marketing Officers often don't get a seat at the table. In order to have a future, marketing must play a direct role in driving profitable sales and increasing revenues. The Old Rules of Marketing Are Dead offers the new rules for reinventing your brand, including: Defining the product's essence Creating metrics to ensure accountability Developing a core message Disseminating the brand Marketing needs to lead, not follow. The Old Rules of Marketing are Dead shows how to reinvent marketing and position it as a strategic business partner for any organization. Table of Contents Rule 1: The Core is Everything; Rule 2: You Have Nothing Without the Foundation; Rule 3: There are Many Choices But Only One Customer; Rule 4: Do the Right Things for the Right Reasons; Rule 5: Infrastructure is More Than Just Pipes; Rule 6: Lead and Others Will Follow

A unique behind-the-scenes look at what makes an application succeed in the App Store With this invaluable book, Tyson McCann offers a non-technical look at all aspects of the iPhone application development landscape and gets to the core of what makes a popular—and profitable—application. From knowing your customer to to launching a successful app, and everything in between, this must-have guide navigates such topics as developing a concept, analyzing the competition, considerations before the launch, marketing, building a community, and maintaining market share... to name a few. Coverage includes: Setting Your Goals, Costs, and Expectations Researching the App Store Market Knowing Your Customer Plotting the Stages of Development Guidelines and Expectations for Developing Your App Creating Free and Freemium Apps Creating Paid and Premium Apps Adopting Apple's Approach Riding the Social Networking Wave Feedback, Maintaining, and Scaling Open the vault to App Store success with this indispensable guide!

Human communication is a constant, continuous, and dynamic phenomenon. You cannot not-communicate nor can you un-communicate. For an individual entity, there is only ONE communication. Not multiple, not varieties, only one. That one communication is the culmination of all that has been communicated by the entity until the "now" in time. You cannot go back and un-communicate something. You can only begin from the "now" to create the intended outcome. That outcome is always a negotiation with the receiver/audience/community to cultivate an agreed understanding. For a communication professional, understanding this fact is essential. No matter where you work, someone has been communicating something before you began. You cannot un-communicate it. You cannot create a new beginning; but you can begin now to create a new outcome. Research continues into the changes in communication wrought by the Internet and public expectations that are experiencing mercurial change. As best practices are now being developed, the Media Relations Handbook 2e can give you guidance and ideas that will spark your innovation.

With the popularity of Glee, many students are asking themselves, "How can I start a glee club at my school?" With this come other pertinent questions: what do you do in schools with rapidly depleting music budgets, how do you find support from teachers and parents, and many others. This volume, in the Glee Club series, answers these questions and more. Readers will be well on their way to forming their own glee club with this fun and engaging guide to all things glee club.