Marketing today is out of control. With all the new marketing techniques
accessible to the masses, it's becoming harder and harder to stand out
from the crowd. The result is more and more messages, hitting us more
often in new and more intrusive ways. For customers, it's a lot of
noise.  Through her work with a wide range of organizations from small
companies to professional service providers to Fortune 500 companies,
Linda Popky has developed Dynamic Market Leverage(TM), an approach to
help cut through the clutter, stand out, and effectively build business.
Marketing Above the Noise takes a contrarian approach by not focusing
on social media, digital marketing, or other new tactics, and instead
helping organizations understand:  * The critical upfront work needed to
really understand customers, markets and unmet needs * The value of
consistent, focused messaging * Why empowering employees to effectively
represent the brand is so critical * How to thrive in an age of
user-generated content and customer driven marketing * Why it's key not
to confuse selling with installing  The book introduces the Dynamic
Market Leverage Model, which measures marketing clout by looking at
eight core marketing disciplines and five additional Leverage Factors
that can help an organization focus on key aspects of their marketing
function that will provide the most significant return on their
marketing investment.  Today's businesses need to stop trying to keep
pace with the latest and greatest marketing tactics and instead focus on
developing those long term strategies that build customer loyalty and
convince prospects to buy. Yes, businesses need to be aware of and
integrate new media and new approaches, but they need to do it in a way
that makes sense for the business. They need to maintain a clear focus
above the din of the roaring crowd--above the marketing fray.  Most
organizations don't have the luxury of being able to start from a clean
slate to develop new marketing strategies. They have existing customers,
existing channels and relationships, existing ways of doing business.
With limited resources, they're not able to integrate every new tactic
as it appears and they're not sure how to prioritize all of these
options.  What's needed is a timeless framework--a way of looking at
marketing as tied to both business growth and the building and nurturing
of ongoing customer engagement. It's time to move the focus from social
media and evangelists, sales and marketing alignment, and the latest
hot cloud-based marketing tools, to what really counts: convincing
customers to trust you with their business--not just once, but time and
time again.