Marketing Campaign Development

What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns

by Mike Gospe

"Mike's approach to integrated marketing and his use of program blueprints are the tools that will keep the spirit of the guerrilla marketer alive."
Jay Conrad Levinson, The Father of Guerrilla Marketing, with Over 15 million sold

"Mike has written a great inspirational "how to" book for business-to-business marketers in the Internet age. His examples and prescriptions really got my creative juices flowing! He shows you how to focus, align and motivate your executives, your distributed marketing professionals, your publicists, and your sales organization (direct and indirect channels). He explains how you can design holistic, integrated marketing campaigns that address the specific needs of individual customers in particular roles in targeted industries. This is customer-led marketing at its best! "
Patricia B. Seybold, Author, Outside Innovation, The Customer Revolution, and Customers.com

"A true 'marketing process' approach that aligns customers, sales and marketing for marketplace success. Practical and powerful."
Don Schultz, Professor, Northwestern University, and author of the book 'Integrated Marketing Communications'

While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: "I'm over-worked don't have the time to think strategically" or "Planning is overrated. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results.

Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.

Blog Review on "The Innovative Marketer - Podcast #23"

 

Why you should read this book:

• Learn to apply campaign development and management best-practices to your business today via our step-by-step practical approach.
• Improve your marketing ROI by learning how to optimize the most effective marketing mix to achieve your campaign objectives.
• Get access to best-in-class Integrated Marketing Planning templates and tools that have been put to use at companies like HP, Sun, Informatica, Symantec, and many others.
• Learn how to manage a cross-functional campaign management team with less frustration.
• Discover tips and tricks for strengthening partnerships between global, regional, and corporate marketing teams.