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Do you want to create a marketing strategy? Then this book is really for you. Jenna Tiffany’s book will help you get better at using tools and models, dodge common mistakes and optimize your strategy for success. In Marketing Strategy, you get a clear and easy-to-follow overview of why strategy is important, how to create it, how to implement it, and – crucially – how to measure its success so you can develop an effective marketing strategy for your business. This book includes a comprehensive list of global examples and case studies and provides a discussion of the role strategy plays in the long-term vision of any organization. It also discusses key models and frameworks that can be used to analyze the marketing environment and provides information on segmentation, targeting and positioning. This book is important because it outlines some of the key challenges that are likely to arise. The book provides preventive advice to avoid these pitfalls. Marketing Strategy is very practical in format. Chapters are short and contain short tasks that help the reader understand the concepts discussed. Together, these tasks form a step-by-step framework for creating a marketing strategy. The framework is flexible and can be applied across different industries. Marketing Strategy also includes input from leading marketing strategists, including Mark Ritson and organizations such as Mailchimp, the Chartered Institute of Marketing and the Data & Marketing Association. Jenna Tiffany is founder and principal of marketing agency Gestalk Strategy and is known as one of the top 50 marketers in the world. A Chartered Marketer and award-winning fellow of the IDM, she has worked with brands such as Shell, Hilton and World Duty-Free and is an elected member of the DMA UK Email Marketing Council. She also speaks at international conferences, teaches at universities and is interviewed on marketing strategy and the latest trends. She is based in London and Lisbon.
