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Book Description

The two most fundamental questions marketers face are:

  1. How do I figure out the optimum marcom mix?
  2. How do I best manage internal politics to launch my marketing campaign and nurture it for best results?

This book is a practical, pragmatic “how to” book designed to answer these two key questions.

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I wrote Marketing Campaign Development for marketing leaders at every level.  This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work.  In it, you’ll find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques.

You will learn how you can optimize your marketing efforts and achieve an even greater return on your marketing investment.

Table of Contents
  • Introduction
  • Ch1: The truth about campaign development
  • Ch2: Secrets of a best-in-class campaign development process
  • Ch3: Setting the foundation of your campaign
  • Ch4: Working the process (part 1) – Sketching the campaign map
  • Ch5: Working the process (part 2) – Creating program blueprints
  • Ch6: Choosing proper metrics
  • Ch7: The role of the campaign manager
  • Ch8: Overcoming objections
  • Ch9: Taking the first step
  • Appendix A: Value proposition template
  • Appendix B: Integrated Marketing Plan template
  • Appendix C: The seven program blueprints
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