The marketing high ground
Subtitle: the essential playbook for B2B marketing practitioners everywhere
By: by J. Michael Gospe, Jr
Publisher: Createspace
Published: 2011
Place of publication: Lexington, KY
Language: eng
Number of pages: 185
ISBN-13: 9781456439804
Subjects: Electronic commerce; Marketing; Management; Commerce électronique; Gestion
Description: The Marketing High Ground is about three things and how to do them well: building and evaluating personas, positioning statements, and messaging. Packed with advice, templates, and techniques this playbook is a valuable resource that guides marketers to improve their go-to-market programs and drive revenue. Focuses on how to build and execute more effective integrated marketing campaigns. Illustrates the path to the high ground through three key steps: 1) creating a targeted persona as a reflection of a real target market, 2) drafting compelling positioning statements that are truly unique when compared against competitive alternatives, and 3) telling your story through a well-honed set of relevant messages guaranteed to engage the persona and not waste their time. Shows you how to get in tune with your customers' buying process, with examples, descriptions, and a prescription for success.
Notes: Includes bibliographical references.