- Presents an easy-to-follow framework for creating a marketing strategy which is scalable and adaptable and can be applied to any business or industry
- Written by thought-leader Jenna Tiffany, who has been has been recognized as one of the top 100 female marketers to follow worldwide by Search Engine Journal
- Identifies the most common pitfalls in everyday marketing practice and provides tools to pre-emptively avoid them
- Supports key concepts with practical tasks for the reader to complete, to cement their understanding of the tasks discussed
Marketing Strategy
Overcome Common Pitfalls and Create Effective Marketing
Create an effective marketing strategy with this step-by-step resource to building an action plan, determining your competitive advantage and measuring success.
Key features at a glance
EAN: 9781789667417
Edition: 1
Published:
Format: 235x158
320 pages
About the book
Tasked with creating marketing strategy? This book is for you. Learn about the most useful tools and models, dodge common mistakes, and optimize your marketing strategy success, with this practical and adaptable framework from award-winning thought-leader Jenna Tiffany.
Create an effective marketing strategy for your business with Marketing Strategy, which offers a clear, easy-to-follow overview of why strategy is important, how to create it, how to implement it, and - crucially - how to measure its success. Packed with global examples and case studies, the book opens by discussing the role strategy plays in any organization's long-term vision. It also discusses the key models and frameworks that can be used to analyze the marketing environment, and offers information on segmentation, targeting and positioning. Importantly, it will outline some of the key challenges likely to crop up, and gives pre-emptive tools for avoiding them.
Marketing Strategy is highly practical in approach. Chapters are supported by short tasks to complete throughout, to cement the reader's understanding of the concepts discussed. Put together, these tasks create an easy to follow, step-by-step framework for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business. Marketing Strategy also includes input from leading marketing strategists including Mark Ritson, organizations such as Mailchimp, the CIM and DMA.
About the authors
Jenna Tiffany, based in London, UK and Lisbon, Portugal is Founder and Strategy Director at marketing agency Let'sTalk Strategy and is recognized as one of the top 50 marketers to follow in the world. A Chartered Marketer and awarded fellow of the IDM, she has worked with brands such as Shell, Hilton and World Duty-Free, and is an elected member of the prestigious DMA UK Email Marketing Council. Jenna Tiffany is also an international conference speaker, qualified teacher and a thought-leader on marketing trends.
Our research shows that many businesses don't have a digital marketing strategy, although they're actively using digital marketing. Even more lamentable, many don't have a marketing strategy to align their digital strategy against. If your business doesn't have a coherent marketing strategy, Marketing Strategy will provide you with a practical handbook that combines both classic marketing and brand strategy concepts with advice on tactics and execution including digital channels which are missing from many books on marketing strategy. You can use the many frameworks to guide your thinking, plus interviews and examples from many practitioners to help inform your strategy.
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