Marketing Classes Aiea HI

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Aloha O'Hawai'i
(808) 487-7473
98-313 Ponokiwila Pl
Aiea, HI
 
Advertising Associates International LLC
(808) 593-2209
1240 Ala Moana Blvd
Honolulu, HI
 
Unis LLC
(808) 591-8644
1240 Ala Moana Blvd
Honolulu, HI
 
Island Indoor Advertising LLC
(808) 373-2899
1750 Kalkaua Ave.
Honolulu, HI
 
Best International Marketing
(808) 924-2464
PO Box 88026
Honolulu, HI

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Hawaii Video Marketing
(808) 953-5991
2308 Nuuanu Ave
Honolulu, HI
 
Cp Advertising
(808) 521-5391
745 Fort Street Mall
Honolulu, HI
 
Berry Company
(808) 591-8300
711 Kapiolani Blvd.
Honolulu, HI
 
Straight2Point Advertising
(808) 368-2472
1554 Kalakaua Av.
Honolulu, HI
 
Pacific Digital Signs
(808) 523-2800
2270 Kalakaua Avenue
Honolulu, HI
 
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How to Predict Brand Success

There are two disparate sources of management insight that a marketer can turn to for advice.

The first is the proven, academic corpus of business writing that uses rigour and science to guide management thinking. Journals such as the Harvard Business Review and The McKinsey Quarterly, for example, are the sources from which executives learn their trade.

Then there are the bestselling books that claim to offer fool-proof systems and strategies for marketing success. We business academics often refer to this arena as the 'Heathrow School of Management' because inevitably the books that comprise it usually depend on catchy titles to grab the fleeting attention of a marketer rushing for a plane. It is only on-board and on page five that the marketer in question realizes that the book is a total waste of tree.

With practice it becomes quite easy to spot these titles, even when they are selling in more innocuous retail locations. Beware any management book that uses numbers in its title. Whether the book claims to offer you the 'seven secrets of direct mail' or 'the three-step guerrilla guide to ambient viral marketing', you can be sure that they are equally pointless.

The other titular clue that a business book will disappoint is when it sounds as if it would make a good Tom Cruise movie. Watch out for any title that claims to offer you 'Power Differentiation' or instructions in 'Fighting for Value!' - especially when it comes with an exclamation mark.

It is with some embarrassment, therefore, that I have to admit that I have recently purchased a book from the aforementioned Heathrow School of Management. The title of the book is, long sigh, The Ultimate Question and, despite being marvellously simple and very persuasive, it is also about to change the way we practise and measure marketing.

The author, Fred Reichheld, was a partner at Bain & Co in the US. He has always focused on loyalty and the power of customer retention but, in recent years, had grown increasingly skeptical of the customer measures being used by large companies.

For more than a decade he has sought the answer to the ultimate question - what single measure will best predict a company's future performance?

The answer, he posits, is the net promoter score. Ask a representative sample of your customer base how likely they are to recommend your product or service to a friend and measure the results on a 10-point scale ranging from one (extremely unlikely) through to 10 (extremely likely). Customers that reply either nine or 10 are 'promoters', those who give either seven or eight points are classed as 'passives' and those who give a mark of one to six are 'detractors'.

Calculate the number of customers who are promoters and then subtract the number of detractors. The percentage remaining after you perform this calculation is your net promoter score and a growing number of leading US companie...

Click here to read the rest of this article from Branding Strategy Insider