This is the most practical marketing book you will ever read. It outlines a six-step process that will bring clarity to marketing like you’ve never experienced before. It’s literally a step-by-step guide to more leads, higher sales and a stronger brand. The first step is simply being a competent marketer. As the CEO of your organization, this should worry you: Your marketing team knows a lot less about marketing than they let on. And you can prove it in an instant. Ask them to explain the difference between the marketing mix and the promotional mix. It’s a basic question but surprisingly most marketers don’t know the answer. Imagine asking your accounting staff the difference between a balance sheet and an income statement and finding out you stumped them. Now consider this: You can maybe ring another 20% in sales out of your current customers, but that’s offset by the hole in your customer bucket. Real growth comes from new business development and you’ve entrusted a good share of that to a marketing team that can't define a basic marketing term. Not good. I suggest you buy a copy of this book for yourself first. I’ll show you the six steps of Strategically Aimed Marketing or the SAM 6® process for short. It will get you up to speed quickly. Then buy copies for your staff and have them integrate the process into your organization. If you are a marketing manager, writer, graphic designer or anyone else who has a hand in marketing, you should buy this book and beat your CEO to the punch. I’m not kidding when I say The CEO’s Guide to Marketing will make you the smartest marketer in the room. You are going to wish you had this book years ago. -Lonny Kocina
The CEO's Guide to Marketing: The Book Every Marketer Should Read Before Their Boss Does| Lonny Kocina (Author)| Maple Island
Table of Contents
STEP 1: COMPETENCE
Chapter 1. A Birdseye View
Chapter 2. The Importance of Terms
Chapter 3. Branding
STEP 2: CODE
Chapter 4. Code
Chapter 5. Code Sheets
Chapter 6. Institutional Promotion
Chapter 7. Product
Chapter 8. Vision
Chapter 9. Mission
Chapter 10. Market
Chapter 11. Market Segmentation Strategy
Chapter 12. Market Profile
Chapter 13. Full Value Proposition
Chapter 14. Primary Value Points
Chapter 15. Positioning
Chapter 16. Brand Statement
STEP 3: CHANNELS
Chapter 17. Promotional Mix
STEP 4: CALENDAR,
Chapter 18. Scheduling Promotions
STEP 5: CONTROL
Chapter 19. Control Template
Chapter 20. Filling Out the Control Template,
STEP 6: CREATIVE
Chapter 21. Assembling Your Creative Team
MARKETING TERMS
LINK FOR THE BOOK