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The Professional Marketer
Distilled from a career in the marketing trenches, a complete guide to the essential skills every marketer needs to master.
If you work as a marketer, or hope to become one, you have a lot to know. The Professional Marketer is your guide book.
The Professional Marketer is organized into six sections, starting with marketing strategy, moving on to awareness, then to demand generation, working with direct sales and channel partners, and ending with concepts key to running a marketing department.
Section 1 - Marketing Strategy and Science - Peter Drucker, The Four Ps, Ted Levitt, Crossing the Chasm; Positioning and the Brand; Market Segmentation; Marketing Planning
Section 2 - Getting the Word Out - Public Relations; The Press Release; Social Media and WOM Marketing; Product Reviews, Case Studies, Awards, Studies/Surveys
Section 3 - Building Demand - Direct Marketing; Marketing Lists and Databases; Leads Opportunities and the Funnel; Events; Advertising Section 4 - Arming Sales - The Website; Collateral and Other Assets; Speaking and Presentations; Sales Training and Enablement
Section 5 - Marketing via Channels - Marketing and Selling through a Channel; Partner Programs
Section 6 - Marketing Management - Test and Measure; Showing Results - ROMI, Dashboards and other Metrics; Marketing Budgets; The Marketing Department
Each of the 23 chapters covers a key marketing discipline and is designed to be self-contained. Most include a case study. For the ambitious, it includes a reading list of the author's favorite works, and delves into marketing history to shed light on key ideas many marketers take for granted, like:
* Who wrote the first press release?
* Why do we call it 'boilerplate'?
* Who held the first focus group?
* Why are they called 'white papers'?
* What's a 'tsotchke' and how do you pronounce it?
If you work as a marketer, or hope to become one, you have a lot to know. The Professional Marketer is your guide book.
The Professional Marketer is organized into six sections, starting with marketing strategy, moving on to awareness, then to demand generation, working with direct sales and channel partners, and ending with concepts key to running a marketing department.
Section 1 - Marketing Strategy and Science - Peter Drucker, The Four Ps, Ted Levitt, Crossing the Chasm; Positioning and the Brand; Market Segmentation; Marketing Planning
Section 2 - Getting the Word Out - Public Relations; The Press Release; Social Media and WOM Marketing; Product Reviews, Case Studies, Awards, Studies/Surveys
Section 3 - Building Demand - Direct Marketing; Marketing Lists and Databases; Leads Opportunities and the Funnel; Events; Advertising Section 4 - Arming Sales - The Website; Collateral and Other Assets; Speaking and Presentations; Sales Training and Enablement
Section 5 - Marketing via Channels - Marketing and Selling through a Channel; Partner Programs
Section 6 - Marketing Management - Test and Measure; Showing Results - ROMI, Dashboards and other Metrics; Marketing Budgets; The Marketing Department
Each of the 23 chapters covers a key marketing discipline and is designed to be self-contained. Most include a case study. For the ambitious, it includes a reading list of the author's favorite works, and delves into marketing history to shed light on key ideas many marketers take for granted, like:
* Who wrote the first press release?
* Why do we call it 'boilerplate'?
* Who held the first focus group?
* Why are they called 'white papers'?
* What's a 'tsotchke' and how do you pronounce it?
- GenresBusinessNonfiction
398 pages, Paperback
First published September 25, 2014
13 people are currently reading
579 people want to read
About the author
Tim Matthews
1 book10 followersTim Matthews was born in New York City and grew up in a nearby leafy suburb before taking the long route to Silicon Valley through Tokyo. He has worked in high tech for twenty years and managed marketing teams at six companies. When not writing or poring over marketing texts, he golfs, crosswords, and tries to keep up with his wife on a standup paddleboard. He has long wondered which is harder: crossing the chasm or a 200 yard carry over a water hazard.
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Displaying 1 - 2 of 2 reviews
June 2, 2018
Comprehensive, eclectic, interesting, and very useful - especially for the self-taught marketer.
February 13, 2016
A great all round marketing reference to have at hand for all marketers. I bought a copy for my team who are at different levels and we are all able to gain some benefit from this book. My only disappointment was the images. Most are of poor quality, some so bad I couldn't see the point of including them.
Displaying 1 - 2 of 2 reviews