Description Distilled from a career in the marketing trenches, a complete guide to the essential skills every Marketer needs to master.
For the ambitious, it includes a reading list of the author\'s favorite works, and delves into marketing history to shed light on key ideas many marketers take for granted, like: Who wrote the first press release? Why do we call it \'boilerplate\'? Who held the first focus group? Why are they called \'white papers\'? What\'s a \'tsotchke\' and how do you pronounce it? Praise for The Professional Marketer "No book I have ever read in 30 years as a Marketer has so successfully woven the insights from masters - past and present - int.
Most include a case study.
Section 1 - Marketing Strategy and Science - Peter Drucker, The Four Ps, Ted Levitt, Crossing the Chasm
Positioning and the Brand
Market Segmentation
Marketing Planning Section 2 - Getting the Word Out - Public Relations
The Press Release
Social Media and WOM Marketing
Product Reviews, Case Studies, Awards, Studies/Surveys Section 3 - Building Demand - Direct Marketing
Marketing Lists and Databases
Leads Opportunities and the Funnel
Events
Advertising Section 4 - Arming Sales - The Website
Collateral and Other Assets
Speaking and Presentations
Sales Training and Enablement Section 5 - Marketing via Channels - Marketing and Selling through a Channel
Partner Programs Section 6 - Marketing Management - Test and Measure
Showing Results - ROMI, Dashboards and other Metrics
Marketing Budgets
The Marketing Department Each of the 23 chapters covers a key marketing discipline and is designed to be self-contained.
The Professional Marketer is organized into six sections, starting with marketing strategy, moving on to awareness, then to demand generation, working with direct sales and channel partners, and ending with concepts key to running a marketing department.
The Professional Marketer is your guide book.
If you work as a marketer, or hope to become one, you have a lot to know.
Description Distilled from a career in the marketing trenches, a complete guide to the essential skills every Marketer needs to master
