Marketing Strategy Implementing and Measuring a Successful Marketing Strategy
Produktdetaljer
Biografisk notat
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.Marketing Strategy Implementing and Measuring a Successful Marketing Strategy
"<b><i>Marketing Strategy</i></b> is an indispensable guide for anyone looking to elevate their marketing efforts from tactical execution to award-winning, boardroom-level strategy. Jenna Tiffany's clearly illustrated practical framework, rooted in both timeless principles and modern best practices, makes this book essential reading for leaders determined to drive sustainable growth and navigate the complexities of today's dynamic market."
Chris Daly, Chief Executive, CIM
"A refreshingly practical guide that puts strategy (not just tactics) back at the heart of marketing. Smart, current and genuinely useful-especially for anyone starting out."
Jan Hofman, Consumer Experience Lead
"I love this updated version of Jenna Tiffany's excellent <b><i>Marketing Strategy</i></b> textbook. It's the only book I've found that addresses the impact artificial intelligence is having on marketing strategy and what to do about it. Adding it to my capstone required reading list!"
Tom Elmer, Marketing Professor, West Chester University of Pennsylvania
"A key marketing strategy manual to accompany you from the classroom to the boardroom."
Rachel Aldighieri, CEO, DMA (Data & Marketing Association)
"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, Enterprise Customer Success Manager, Dataiku
"This book offers a clear overview of what marketing is and how important it is to define a strategy. It brings high-end methodology to work on it and describes the latest challenges marketers are facing. Essential reading for any serious marketers."
Jean-Pascal Amblat, Head Manager Owned Channels & CRM, AirFrance
"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, Faculty of Business, Law and Tourism, University of Sunderland
- Chapter - 00: Introduction;
- Chapter - 01: What is a marketing 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 activity;
- Chapter - 06: Tactics – the marketing channel mix;
- Chapter - 07: Execution – implementing your marketing strategy;
- Chapter - 08: Generate – the results;
- Chapter - 09: Yield – analysing your strategy’s success;
- Chapter - 10: Common pitfalls in marketing strategy;
- Chapter - 11: Glossary;
"<b><i>Marketing Strategy</i></b> is an indispensable guide for anyone looking to elevate their marketing efforts from tactical execution to award-winning, boardroom-level strategy. Jenna Tiffany's clearly illustrated practical framework, rooted in both timeless principles and modern best practices, makes this book essential reading for leaders determined to drive sustainable growth and navigate the complexities of today's dynamic market."
Chris Daly, Chief Executive, CIM
"A refreshingly practical guide that puts strategy (not just tactics) back at the heart of marketing. Smart, current and genuinely useful-especially for anyone starting out."
Jan Hofman, Consumer Experience Lead
"I love this updated version of Jenna Tiffany's excellent <b><i>Marketing Strategy</i></b> textbook. It's the only book I've found that addresses the impact artificial intelligence is having on marketing strategy and what to do about it. Adding it to my capstone required reading list!"
Tom Elmer, Marketing Professor, West Chester University of Pennsylvania
"A key marketing strategy manual to accompany you from the classroom to the boardroom."
Rachel Aldighieri, CEO, DMA (Data & Marketing Association)
"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, Enterprise Customer Success Manager, Dataiku
"This book offers a clear overview of what marketing is and how important it is to define a strategy. It brings high-end methodology to work on it and describes the latest challenges marketers are facing. Essential reading for any serious marketers."
Jean-Pascal Amblat, Head Manager Owned Channels & CRM, AirFrance
"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, Faculty of Business, Law and Tourism, University of Sunderland
- Chapter - 00: Introduction;
- Chapter - 01: What is a marketing 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 activity;
- Chapter - 06: Tactics – the marketing channel mix;
- Chapter - 07: Execution – implementing your marketing strategy;
- Chapter - 08: Generate – the results;
- Chapter - 09: Yield – analysing your strategy’s success;
- Chapter - 10: Common pitfalls in marketing strategy;
- Chapter - 11: Glossary;