Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing
- Length: 320 pages
- Edition: 1
- Language: English
- Publisher: Kogan Page
- Publication Date: 2021-05-25
- ISBN-10: 1789667410
- ISBN-13: 9781789667417
- Sales Rank: #1040840 (See Top 100 Books)
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.
List of figures and tables About the author Foreword Introduction 01 What is strategy? Definitions Five reasons why you need a marketing strategy The modern strategic challenge What a strategy is The General Motors problem Vision From vision to strategy Using data to shape your strategy Technology: it’s great, but be careful! Always think ‘customer first’ Interview: James Delves Summary References 02 Scenario: Establishing the current situation Where is the business now? The benefits of analysing the marketing environment Models to analyse the two environments Analysing the competition Summary References 03 Targets: Setting objectives The value of objectives Building objectives that SCALE SCALE-defined objectives Summary 04 Reach: Researching your customers The importance of understanding your customer Understanding your customer through data What is market research? Segmenting, targeting and positioning (STP) your organization with the target market Creating customer personas Researching your ideal customer The messaging minefield The dangers of not knowing your customer The 4Ps Market positioning Interview: Tim Bond Summary References 05 Awareness: Planning your marketing campaign The benefits of marketing planning The marketing mix and why it’s still valid Product Price Place Promotion People Process Physical evidence The 7Ps: summary The 4Cs What makes service marketing different? Summary References 06 Tactics: Selecting the right channels Marketing channels and tactics Digital marketing channels (online) Traditional marketing channels (offline) What does the future hold for marketing tactics? Interview: Victoria Peppiatt Summary References 07 Execution: Implementing your marketing strategy The importance of consistency Branding Bringing your campaign to life Choosing your tactics Creating content Unleash your tactics – strategically! The implementation plan Interview: Sara Meikle Summary References 08 Generate: Tracking the results Returning to your goals and objectives The value a customer brings Turning data into insights Methods and tools for tracking marketing performance Tracking offline activity Performance reporting Summary 09 Yield: Analysing your strategy’s success Why is analysis important? Statistical significance Map data against goals Key performance indicators (KPIs) Turning measurements into action Post-campaign analysis On reflection, what would you change? Interview: Ade Lewis Summary References 10 Common pitfalls in marketing strategy Pitfall 1: No clarity of vision Pitfall 2: Too much complexity Pitfall 3: Unstructured processes Pitfall 4: Inconsistent messaging Pitfall 5: Communication failures Pitfall 6: Not recognizing the value of marketing Pitfall 7: Ignoring the customer Pitfall 8: Failure to plan Pitfall 9: Missing milestones Pitfall 10: Poor people management Summary Closing thought Reference Glossary Further resources Index Acknowledgements
Donate to keep this site alive
1. Disable the AdBlock plugin. Otherwise, you may not get any links.
2. Solve the CAPTCHA.
3. Click download link.
4. Lead to download server to download.