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Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker.It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong!Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make.Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teamsBetter goals, better results: beyond “SMART” to “SMARTER”Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluateBetter listening: stakeholders, customers, and research that worksHow to make sure you hear what really mattersFour powerful ways to market in the roundWhen to go direct, come from above, use the groundswell, or execute flanking maneuvers

Suddenly, technology companies represent nearly 30% of the S&P 500, more than triple their representation just six years before. Investors and analysts concerned with valuing them face unprecedented challenges: many firms have limited histories, a shifting business mix, a highly volatile stock price, and massive uncertainty over the ultimate size of their markets. In this book, one of the world's leading experts in valuation reviews every approach, demonstrating exactly how to adapt traditional techniques to minimize technology company valuation risks -- and maximize returns. Aswath Damodaran reviews how investors and analysts have responded to the massive market shift towards technology stocks, then identifies key valuation principles and techniques through five representative case studies: Motorola, Cisco, Amazon, Ariba, and a new IPO-ready startup. He shows how to adapt traditional valuation techniques to technology stocks with limited histories, shifting business mixes, and volatile stock prices. He identifies key limitations of the accounting definitions in measuring tech company cash flows; then develops superior processes for estimating future revenues, earnings, and cash flows. And, finally, Damodaran carefully evaluates the extraordinary claims that have been made for technology companies, and considers how valuation impacts the way technology companies are managed.

Suddenly, technology companies represent nearly 30% of the S&P 500, more than triple their representation just six years before. Investors and analysts concerned with valuing them face unprecedented challenges: many firms have limited histories, a shifting business mix, a highly volatile stock price, and massive uncertainty over the ultimate size of their markets. In this book, one of the world's leading experts in valuation reviews every approach, demonstrating exactly how to adapt traditional techniques to minimize technology company valuation risks -- and maximize returns. Aswath Damodaran reviews how investors and analysts have responded to the massive market shift towards technology stocks, then identifies key valuation principles and techniques through five representative case studies: Motorola, Cisco, Amazon, Ariba, and a new IPO-ready startup. He shows how to adapt traditional valuation techniques to technology stocks with limited histories, shifting business mixes, and volatile stock prices. He identifies key limitations of the accounting definitions in measuring tech company cash flows; then develops superior processes for estimating future revenues, earnings, and cash flows. And, finally, Damodaran carefully evaluates the extraordinary claims that have been made for technology companies, and considers how valuation impacts the way technology companies are managed.