Marketing Campaign Development: What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns
| Author | : | |
| Rating | : | 4.76 (989 Votes) |
| Asin | : | 1600050778 |
| Format Type | : | paperback |
| Number of Pages | : | 176 Pages |
| Publish Date | : | 2013-05-03 |
| Language | : | English |
DESCRIPTION:
He explains how you can design holistic, integrated marketing campaigns that address the specific needs of individual customers in particular roles in targeted industries. Practical and powerful."Don Schultz, Professor, Northwestern University, and author of the book 'Integrated Marketing Communications'. Seybold, Author, Outside Innovation, The Customer Revolution, and Customers"A true 'marketing process' approach that aligns customers, sales and marketing for marketplace success. This is customer-led marketing at its best!"Patricia B. His examples and prescriptions really got my creative juices flowing! He shows you how to focus, align and motivate your executives, your distributed marketing professionals, your publicists, and your sales organization (direct and indirect channels). From the Back Cover"Mike's approach to integrated marketing and his use of program blueprints are the tools that will keep the spirit of the guerrilla marketer alive."J
While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. This book is a practical, pragmatic "how to" book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. It is hard to do because we all like to take short-cuts. This book is your guide that will show you how you can optimize your marketing efforts and achieve an even greater return on your marketing investment. Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wa
Effective Guide for Architecting Integrated Marketing Programs I had the pleasure of working for Mike Gospe for a brief time when he was brought into a company to manage and build our Integrated Marketing programs while we were in transition. Not only is he a great guy to work with, but he really knows what he is talking about. He has a methodical but creative approach to marketing and I learned more from him in the two months I worked with him than I had learned in the previous year.If you are looking for a book that goes beyond theory and into proven practice about how to put together a well. Marcel said Very useful for newbees in campaign marketing. Clearly written and very structures, this book offers great insight about the campaign process. For me, as a business performance manager, chapter 6 on metrics was of most interest. I am now much better to assist the campaign managers to develop the right metrics.. J. Simmons said Immediately implementable. As a overstretched B"Immediately implementable" according to J. Simmons. As a overstretched B2C campaign manager for a large UK based telecoms firm I am continuelly looking for ways to improve our workings and streamline our campaign planning and development with our internal and external stakeholders. This is the only book I have come across that has helped me to do that. The templates are of immediate us and the writing comes across as it was written directly for us marketeers. I'll be encouraging members of team to buy a copy as pinching mine just wont do as I still have lots of techniques to learn a. C campaign manager for a large UK based telecoms firm I am continuelly looking for ways to improve our workings and streamline our campaign planning and development with our internal and external stakeholders. This is the only book I have come across that has helped me to do that. The templates are of immediate us and the writing comes across as it was written directly for us marketeers. I'll be encouraging members of team to buy a copy as pinching mine just wont do as I still have lots of techniques to learn a
In this capacity, Mike frequently designs and facilitates team meetings and workshops to help them structure and coordinate market- and product-requirements gathering processes, design and execute multi-faceted demand generation campaigns, and identify and resolve product management and product marketing roles and responsibilities issues. He is also a frequent speaker at VC and marketing forums on the topic of business and marketing planning, messaging, and sales development. Mike's expertis