Marketing Strategy

Höfundur: Jenna Tiffany (Útgáfa: 2)
Marketing Strategy

Kaup valmöguleikar

WINNER: The BookFest Spring Book Awards 2022 - Marketing category (first edition) WINNER: Business Book Awards 2022 - Sales & Marketing category (first edition) How can senior marketing leaders develop and implement a proven strategy to deliver measurable results? Marketing Strategy offers a clear, authoritative framework designed for senior professionals seeking to lead with confidence in a rapidly evolving marketing landscape.

In this new edition, Jenna Tiffany incorporates the latest insights on Generative AI and features expert perspectives from global brands like Disney. It provides proven strategic models and tools for informed decision-making, helping leaders navigate governance, financial impact and industry trends to deliver sustained business growth. You'll learn how to: - Master key models to analyze the marketing environment strategically - Implement adaptable frameworks across industries with step-by-step guidance - Leverage real-world examples and expert interviews for actionable insights - Measure and optimize marketing success using data-led decision making - New to this edition: Generative AI, new real-world examples and perspectives, online resources - PowerPoint slides Developed for senior marketing executives, this guide equips you to lead strategy development that aligns with organizational goals and delivers clear ROI.

Nánar um bókina

Útgefandi
Kogan Page
ISBN
9781398621732
Print ISBN
9781398621725
Format
ePub
Útgáfa
2
Höfundar
Jenna Tiffany
Tungumál
English
Útgefið
2025-10-03
Prent takmörkun á líftíma
100
Prent takmörkun
10
Afritunar takmörkun
10

Kaflar

  • Cover
  • Endorsements
  • Titlepage
  • Contents
  • List of figures and tables
  • Figures
  • Tables
  • About the author
  • Acknowledgements
  • Introduction
  • Who is this book for?
  • Where does strategy come in?
  • Why read this book?
  • The structure of this book
  • Interview with James Delves, Head of PR, Content and Community, CIM
  • Reference
  • 1 What is a marketing strategy?
  • Definitions
  • Always think ‘customer first’
  • The strategic challenge
  • The value of a marketing strategy
  • AI: friend or foe?
  • Business needs
  • Vision
  • From vision to strategy
  • Using data to shape your strategy
  • Interview: Discussing ethical AI with Olivia Gambelin
  • Summary
  • References
  • 2 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
  • 3 Targets: Setting objectives
  • The value of objectives
  • Building objectives that SCALE
  • Summary
  • References
  • 4 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 dangers of not knowing your customer
  • Market positioning
  • Interview: Neal Schaffer
  • Summary
  • References
  • 5 Awareness: Planning your marketing activity
  • The benefits of marketing planning
  • The marketing mix and why it’s still valid
  • Product
  • Price
  • Place
  • Promotion
  • People
  • Process
  • Physical evidence
  • The eighth P – Participation
  • The 7/8Ps: summary
  • What makes service marketing different?
  • Summary
  • References
  • 6 Tactics: The marketing channel mix
  • Marketing channels and tactics
  • Digital marketing channels (online)
  • Traditional marketing channels (offline)
  • What does the future hold for marketing tactics?
  • Interview: Inclusive AI and marketing tactics – a talk with Joyann Boyce
  • Summary
  • References
  • 7 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 personal approach
  • The implementation plan
  • Summary
  • References
  • 8 Generate: The results
  • Returning to your goals and objectives
  • Measuring the value a customer brings
  • Methods and tools for tracking marketing performance
  • Cookieless tracking
  • Tracking offline activity
  • Turning data into insights
  • Performance reporting
  • Interview: The true impact of content – a talk with Andy Crestodina
  • Summary
  • References
  • 9 Yield: Analysing your strategy’s success
  • Why is analysis important?
  • Statistical significance informing decisions
  • Key performance indicators (KPIs)
  • Turning measurements into action
  • Post-campaign analysis
  • On reflection, what would you change?
  • Interview: Selecting the right metrics – a talk with Jill Quick
  • Summary
  • References
  • 10 Common pitfalls in marketing strategy
  • Pitfall 1: ‘We don’t need marketing; we have AI’
  • Pitfall 2: The tactics are defined: we have our strategy
  • Pitfall 3: ‘Let’s target everyone!’
  • Pitfall 4: Misusing data without context
  • Pitfall 5: Too much complexity
  • Summary
  • Closing thought
  • References
  • Glossary
  • Index
  • Copyright