Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing

  • 5h 28m
  • Jenna Tiffany
  • Kogan Page
  • 2021

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.

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.

In this Book

  • Foreword
  • Introduction
  • What is Strategy?
  • Scenario—Establishing the Current Situation
  • Targets—Setting Objectives
  • Reach—Researching Your Customers
  • Awareness—Planning Your Marketing Campaign
  • Tactics—Selecting the Right Channels
  • Execution—Implementing Your Marketing Strategy
  • Generate—Tracking the Results
  • Yield—Analysing Your Strategy’s Success
  • Common Pitfalls in Marketing Strategy
  • Glossary
  • Further Resources