Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing

by Jenna Tiffany

Overview

WINNER: The BookFest Spring Book Awards 2022 - Marketing category
WINNER: Business Book Awards 2022 - Sales & Marketing category

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 and organizations such as Mailchimp, the CIM and DMA.

Product Details

ISBN-13:	9781789667417
Publisher:	Kogan Page, Ltd.
Publication date:	05/25/2021
Pages:	320
Product dimensions:	6.22(w) x 9.25(h) x 0.75(d)

About the Author

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.

Table of Contents

** Chapter - 00: Introduction; ** Chapter - 01: What is strategy?; ** Chapter - 02: Scenario - Establishing the current situation; ** Chapter - 03: Targets - Setting objectives; ** Chapter - 04: Reach - Researching your customers; ** Chapter - 05: Awareness - Planning your marketing campaign; ** Chapter - 06: Tactics - Selecting the right channels; ** Chapter - 07: Execution - Implementing your marketing strategy; ** Chapter - 08: Generate - Tracking the results; ** Chapter - 09: Yield - Analysing your strategy’s success; ** Chapter - 10: Common pitfalls in marketing strategy; ** Chapter - 11: Glossary; ** Chapter - 12: Further resources;

Editorial Reviews

"The modern marketer must truly understand what their strategy is to stand a chance of competing domestically, let alone in the global marketing place. My advice, stand on the shoulders of the marketing giants featured in this book and reap the rewards."

James Delves

"Jenna shows in simple, practical steps how to breakout from endless frustrating tactical marketing. This book belongs on every marketers' shelf."

Professional EOS Implementer Tim Watson

"If I were to reference a credible source and a marketing practitioner, then Jenna Tiffany's contribution to our community of practice would be top of the list."

William Ang'awa

"A superbly practical, up-to-date and comprehensive marketing resource which includes relevant updates on classic frameworks, insightful interviews and useful case studies. This easy-to-read guide to the art of marketing is a must for students and marketers alike, offering guidance not just on what to do and why, but also what not to do."

Joolz Joseph FCIM

"Jenna is one of those marketing practitioners who manages to both be an experienced and skilled tactician. As well as be extremely skilled at communicating strategic thinking and planning in the most clear and concise way."

Nichola Stott

"Jenna's book will provide you with the approach, understanding and framework to create and execute a considered business marketing strategy that is primed for success. If you are new to marketing then this book could easily form the foundation of your marketing career. For experienced marketers, there is still plenty to learn."

Ade Lewis

"This text is a must-have for marketing strategy professionals and students alike. Its unwavering focus on the application of marketing theory using practical templates and insightful case studies, shows you how to put theory into practice to create effective marketing strategies."

University Marketing Lecturer Alicia Farrell

"A key marketing strategy manual to accompany you from the classroom to the boardroom."

Rachel Aldighieri

"A practical handbook that combines both classic marketing and brand strategy concepts with advice on tactics and execution including digital channels. You can use the many frameworks to guide your thinking, plus interviews and examples from practitioners to help inform your strategy."

Dr Dave Chaffey

"Marketing strategy, Jenna just gets it! This book is a testament to her unique approach to working; whether it's building from scratch or re-evaluating a current strategy, it's all about generating results. The interviews with real-life marketers add a unique layer and sprinkles added flavour, colour and relevance to an already insightful and practical read-a must for anyone looking to challenge or reaffirm what they're already doing."

Gavin Laugenie

"Jenna Tiffany adds to the body of knowledge on how to make an email marketing program more effective and more profitable! If you're looking to start or improve an email marketing program, this is a book that will help."

Jeanne Jennings

"This text is a must-have for marketing strategy professionals and students alike. Its unwavering focus on the application of marketing theory using practical templates and insightful case studies, shows you how to put theory into practice to create effective marketing strategies."

UniversityMarketing Lecturer Alicia Farrell

"A superbly practical, up-to-date and comprehensive marketing textbook which includes relevant updates on classic frameworks, insightful interviews and useful case studies. This easy-to-read guide to the art of marketing is a must for students and marketers alike, offering guidance not just on what to do and why, but also what not to do."

Trainer and University Lecturer Joolz Joseph FCIM - Marketing Mentor

"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."

Implementation and Practice Dr Dave Chaffey. Co-founder of marketing training platform SmartInsights.com and co-author Digital M

"Jenna Tiffany adds to the body of knowledge on how to make an email marketing program more effective and more profitable! If you're looking to start or improve an email marketing program, this is a book that will help."

Jeanne Jennings. CEO

"If I were to reference a credible source and a marketing practitioner, then Jenna Tiffany's contribution to our community of practice would be top of the list."

William Ang'awa - Senior Lecturer in Marketing and Enterprise