The Accidental Marketer Case Book: Unraveling the Mysteries of Marketing Success - Couverture souple

Abbazia, Mary; Spitale; Welham, Sean

Couverture souple

ISBN 13 : 9798218339395

Editeur : Impact Planning Group, LLC, 2024

Synopsis

In an era where AI and technology continue to revolutionize industries, professionals with technical backgrounds are increasingly finding themselves in traditional marketing roles. These "Accidental Marketers" are eager to gain an understanding of how to develop effective marketing strategies. The Accidental Marketer Case Book is the most practical guide available to help inexperienced marketers become proficient quickly.

What sets this new Case Book apart is its practicality for today's marketers. Building on the solid foundation laid by the original book, The Accidental Marketer, the new Case Book delves even deeper into ten of the most pressing questions facing modern marketers today. These include contemporary issues like co-opetition, digital chokepoints (e.g., 'Uber-ization of industries), and the rise of B2B content marketing. Each question unfolds across the ten chapters, using real-world cases. Brimming with innovative ideas, each chapter highlights strategy tools that can be immediately applied to replicate the success of spotlighted companies. Readers have free access to these tools at the end of each chapter via QR codes and URLs. The tools can be used independently or used together to build a strategy.

The Case Book draws on practical concepts and tools honed in strategy sessions conducted globally by the authors over the past 30 years. From leading executive programs at esteemed institutions like Columbia University and the California Institute of Technology (Caltech) to private engagements through their consulting firm, Impact Planning Group, authors Mary Abbazia, Tom Spitale, and Sean Welham bring a wealth of hands-on experience across diverse B2B industries. The tools and techniques have been instrumental for tens of thousands of marketers in a variety of industries, including medical devices, pharmaceuticals, industrial products, and financial services. They present a roadmap to glean customer insights, develop differentiated strategies, and execute initiatives with precision.

This new Case Book was crafted from the authors' never-ending quest to discover what drives marketing success in the real world. Whether you're a returning fan after reading The Accidental Marketer or new to the authors' works, the Case Book can serve as both a mirror and a window-reflecting timeless truths and offering fresh perspectives.

A propos du livre

À propos des auteurs

Mary Abbazia, Managing Director of Impact, is a dynamic marketing strategist, TEDx speaker, and co-author of 'The Accidental Marketer.' With years of global experience across a wide range of industries and technologies, Mary has guided clients, including GE, Pfizer, and Marriott, in developing truly differentiated market strategies for business growth. Her passion lies in helping teams quickly solve tough B2B marketing challenges, using a customer-driven "outside-in" approach, combined with real-world insights that leverage new concepts like Artificial Intelligence (AI). As a strategic marketing instructor at Caltech and a global speaker, Mary's unique teaching approach is captured in 'The Accidental Marketer, ' a guidebook co-authored with Tom Spitale, offering practical frameworks and tools that have transformed leading brands worldwide.

Tom Spitale, visionary co-author of 'The Accidental Marketer' and Partner at Impact, is a strategic leader and B2B marketing expert. With a deep understanding of market dynamics, Tom empowers executives to craft differentiated plans, foster collaborative cultures, and harness the power of data-driven decision-making. Renowned for his expertise in leadership development and B2B innovation, he guides teams to navigate every-changing landscapes, ensuring a customer-centric focus. A member of Caltech's Executive Education staff, Tom's transformative insights on enterprise-level planning, cross-functional collaboration, and AI-powered marketing make him a sought-after consultant for B2B companies like Medtronic, Synchrony Financial and Halliburton.

Sean Welham, a seasoned strategist in marketing and innovation, began his career at Barclays Bank PLC, climbing through various roles to become Regional Director. Headhunted at 30, he led global sales programs for GE Capital in the USA before serving as VP of Sales and Marketing in California. Returning to the UK, Sean headed a joint venture between General Electric and General Motors. With an MBA in International Marketing, he's an engaging speaker known for blending wit with expertise. His workshops, celebrated for practicality and effectiveness, showcase his commitment to lifelong learning and staying current in commercial execution and business education. Sean's unique mix of real-world experience and academic insight makes him a standout figure in strategic marketing.

Détails de l'édition

• Éditeur: Impact Planning Group, LLC
• Date d'édition: 2024
• Langue: anglais
• ISBN 13: 9798218339395
• Reliure: Broché
• Nombre de pages: 114
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Allemagne