The CEO's Guide to Marketing: The Book Every Marketer Should Read Before Their Boss Does
by Lonny Kocina
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You are looking at a must-have book for all marketers. It is 236 pages of the most practical marketing advice you will ever read.
The CEO's Guide to Marketing outlines a six-step process called Strategically Aimed Marketing, or SAM 6® for short. It 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.
Step one is simply being a competent marketer. Surprisingly, most marketers don't know basic marketing terms and concepts or even how to accurately describe marketing. Not having full command of marketing terms and concepts produces inferior results. The first step will fix that.
Step two shows readers how to create a Brand Playbook which draws out and documents submarkets, key messages and other information critical to producing more leads, higher sales and a strong brand.
Steps three and four explain the pros and cons of promotional mix channels and shows how to schedule promotions.
Steps five and six help coax out highly productive campaigns from your amazingly talented creative staff.
While the title suggests this book is only for CEOs--the subtitle points out that it's not. If you are a marketing manager, writer, graphic designer or anyone else who has a hand in marketing, you should buy this book and read it before your CEO does. After all, as a marketing professional, you should know more about marketing than your CEO. You don't want to be caught flat-footed or off guard. The CEO's Guide to Marketing will make you the smartest marketer in the room, and that's no kidding around. You are going to wish you had this book years ago.
Many marketing departments struggle to produce promotional campaigns that boost sales. It's not because the team members aren't skilled or motivated. It's not because the product is poor or the economy isn't cooperating. Often, campaigns fail because they were constructed without a unified process. This can produce gaps in promotional schedules; ineffective marketing materials; and a stressed, confused or demoralized marketing staff.
Strategically Aimed Marketing--SAM 6®--eliminates these challenges and improves your team's marketing by organizing their efforts. It uses a streamlined, six-step process that's easy to implement, fun to follow and amazingly effective. It reduces any confusion around your marketing initiatives and creates a unified team that's laser-focused on producing campaigns that get results.
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