Marketing Strategy

Implementing and Measuring a Successful Marketing Strategy
2. Auflage 2025
ISBN: 978-1-3986-2172-5
Verlag: Kogan Page

Buch, Englisch, 352 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 547 g

To see top marketing results in your organisation, you need a strategy. Creating a marketing strategy is essential to optimizing success within the marketing industry. Learn how to create and implement an effective framework with this highly awarded, easy-to-follow guide. This new edition of Marketing Strategy covers essential topics, from why strategy is important and how to create it, to how to implement it and measure its success. It features new content on the advancement of Generative AI and how to use it, and fresh and updated real-world examples perspectives from international brands such as Disney. The book explores 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 takes a highly practical approach. Chapters are supported by short tasks and templates 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 plan for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business. Marketing Strategy also includes online resources to support further learning of content.

Autoren/Hrsg.

Tiffany, Jenna

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
  • Chapter - 01: What is strategy?;
  • Chapter - 02: Scenario - Establishing the current situation;
  • Chapter - 03: Targets - Setting objectives;
  • Chapter - 04: Reach - Researching your customers;
  • Chapter - 05: Awareness - Planning your marketing campaign;
  • Chapter - 06: Tactics - Selecting the right channels;
  • Chapter - 07: Execution - Implementing your marketing strategy;
  • Chapter - 08: Generate - Tracking the results;
  • Chapter - 09: Yield - Analysing your strategy’s success;
  • Chapter - 10: Common pitfalls in marketing strategy;
  • Chapter - 11: Glossary;
  • Chapter - 12: Further resources;

Über Autor(innen)

Tiffany, Jenna
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.

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.