Listen Understand Captivate: The Essence of Marketing
Edition: 1
Copyright: 2024
Pages: 166
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$82.00 USD
Marketing is the art and science of understanding people and serving them well. It begins with listening, grows through insight, and leads to action that creates real value. In Listen, Understand, Captivate: The Essence of Marketing, Paul Yankey combines timeless principles with modern practice to reveal how great marketing connects purpose to performance. Drawing from three decades at Salesforce, Cisco, Dell, and Salesforce and from years teaching marketing and leadership at the university level. Yankey brings together strategic frameworks, research fundamentals, and practical tools used by the world’s leading companies.
Through vivid stories and practical guidance, readers learn how to segment markets, measure perception, design research, and communicate with authenticity. Each concept is grounded in the same foundation of ethical marketing that listens before leading and earns trust through truth.
Whether you are a student, entrepreneur, or executive, this book will help you master both the heart and the mechanics of marketing so you can not only reach people but resonate with them.
Because when you truly listen and understand, you do not just market, you captivate.
Marketing for Impact: Craft Your Legacy, Change the Game!
Chapter 1 The Essence of Marketing
The Marketing Mix Reimagined
Chapter 2 The Power of the 4Ps
Understanding the Consumer
Chapter 3 Consumer Behavior: The Heartbeat of Marketing
Brand Strategy & Development
Chapter 4 Crafting Compelling Brand Narratives
Digital Marketing Mastery
Chapter 5 Navigating the Digital Marketing Landscape
Segmentation, Targeting, and Positioning (STP)
Chapter 6 Strategic Market Segmentation and Positioning
Pricing Dynamics
Chapter 7 The Dynamics of Pricing in a Sensitive Market
Distribution Excellence
Chapter 8 The Distribution Revolution
Customer-Centricity
Chapter 9 Mastering Customer Relationship Management (CRM)
Data-Driven Insights
Chapter 10 Insightful Marketing Research in the Age of Data
Integrated Marketing
Chapter 11 Integrated Marketing Communications (IMC)
The Future of Marketing
Chapter 12 Looking Ahead: The Future of Marketing
Paul Yankey is a seasoned executive and thought leader with over 30 years of experience at industry giants like Salesforce, Dell, and Cisco Systems. Known for his ethical sales strategies and innovative leadership, Paul has driven exceptional results, earning accolades such as Dell’s Sales Person of the Year and the Excellence in Leadership award.
As the founder of the Yankey Method™ and IgniteForce™, Paul champions heart-centered business practices that empower individuals and organizations to achieve their full potential. He shares his insights as an educator at the University of Colorado and through international speaking engagements.
Beyond his corporate success, Paul is deeply committed to community and global empowerment. He serves on the boards of several organizations, including the See With Love Foundation, which he founded to promote resilience and well-being. An Ironman athlete and mentor, Paul combines his athletic discipline with professional expertise, guiding others to excel in both their personal and professional lives.