Value Acceleration
By Mitchell Gooze & Ralph Mroz
Published: Jan 15, 2007
ISBN: 9781601940049
Format: Hardcover, 208pp
Publisher: Elevate
Understanding customer demands and aligning them with your company's capabilities, are the fundamental process for your organization, writes Mitchell Gooze and Ralph Mroz in their insightful book Value Acceleration. Building on the unique capabilities of your business for creating value in this process is your company's major competitive advantage. The book provides a framework to accelerate this value building process.
Mitchell Gooze and Ralph Mroz describe the crucial need for process management in marketing. By defining a process as a defined and ordered set of activities, the authors point out that management is the only corporate function that lacks a defined process. They consider marketing to be poorly defined and understood in the corporate world and as a result, no process has been put in place to enhance and streamline the role of marketing. Instead, the authors believe that marketing is an operation that has a system that can be turned into a process.
For Mitchell Gooze (photo left) and Ralph Mroz (photo below left), time proven management processes from other corporate functions can be applied successfully to marketing. They describe techniques for analyzing constraints to marketing and sales, including profit margins, growth targets, and sales results. They also discuss the importance of eliminating waste to create a more efficient marketing process in terms of personnel, time, and money. Each step in the marketing process must be taken, and steps that fail to add value must be removed to enhance effectiveness.
Ralph Mroz (photo left)
For me, the power of the book lies in the identification of marketing from a holistic viewpoint. By taking the marketing function as a whole, an effective and efficient marketing process can be created and applied to any campaign.
Not only do the authors provide the theoretical framework for process management in marketing, but they set out the steps for its practical application. Because marketing can be turned into a process, in the same way as a manufacturing process is designed, marketing can become much more cost and time effective. At the same time, the process can prevent management from becoming trapped into side issues, and keep their focus on the end goal.
I highly recommend Value Acceleration by Mitchell Gooze and Ralph Mroz for any company that is serious about developing a superior marketing process. The technical framework provided helps create a systematic management approach to marketing to further value and competitive advantage. Even more than that, the book provides the tools to accelerate value creation, as the title suggests.
Read Value Acceleration by Mitchell Gooze and Ralph Mroz, and you will never look at the marketing function in the same way again. By learning how to apply time proven and familiar processes from manufacturing and production to marketing, a less risky and more profitable marketing function can be put into action. That is real value acceleration.
