Building a Winning Enterprise Marketing Strategy – Marta Dapena–Baron & Madecraft

By: Marta Dapena-Baron & Madecraft

Duration: 1h 50m

Released: April 15, 2015

Description:

Marketing strategies are never straightforward, making it difficult for leaders to proceed with confidence and authority. In this course, listeners can learn the six key choices global brands need to make for a battle-ready marketing strategy that wins customers and grows the business. Marta Dapena-Baron, a former Fortune 500 marketing VP, shares how to decide between acquiring or retaining customers and four amazing strategies for go-to-market. Additionally, listeners can learn how to change their customer beliefs and behaviors and how to manage and develop key marketing benchmarks.

Contents:

• Introduction
• 1. The Brand Choice: Umbrella or Distinct
• 2. The Customer Choice: Acquire or Retain
• 3. Business Category
• 4. Four Ways to Go to Market
• 5. How to Change Customer Beliefs
• 6. Changing Customer Behaviors
• 7. Benchmarks
• Conclusion

Authors:

Madecraft is a full-service learning content company based in Santa Barbara, California.

The company’s award-winning production pipeline is creating the next generation of learning content that teaches and delivers real-world skills.

Madecraft assembles industry-best talent and trusted partners with a vision: give clients top-tier learning content in the voice of their brand. The Madecraft team is committed to raising the stakes and elevating the craft with efficient and scalable content aligned to client specifications and built to engage and empower people.

If you or your company are looking for a team to build online courses, visit Madecraft at onlymadecraft.com.

Marta Dapena-Baron is a marketing strategist and the president of The Big Picture Partners LLC.

Marta teaches strategic marketing to executives at companies across the U.S., Europe, and Asia, including Johnson & Johnson, GE, and Ecolab, and as adjunct faculty at the Johnson School of Business at Cornell University and at the Ross School of Business at the University of Michigan. Marta works with her clients to lift the commercial competency of their teams and to bring focus and alignment to their strategic and executional efforts.

Marta developed the Big Picture Simulation, a systems-dynamics simulation, to elucidate key strategy and marketing concepts and their application in the real world. She is also the co-author of Marketing Management: The Big Picture.