Description
Book Synopsis
Killing your current marketing structure may be the only way to save it!
Two of the worldâs top marketing experts reveal the next level of breakthrough successâtransforming your marketing strategy into a standalone profit center.
What if everything we currently know about marketing is what is holding us back? Over the last two decades, weâve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function
Table of Contents
Foreword by Stephanie Losee, Head of Content, Visa Corporate Communications
Acknowledgments
Introduction by Joe Pulizzi
Chapter 1: Killing Marketing by Robert Rose
Chapter 2: Return on Audience by Robert Rose
Chapter 3: Media Marketing by Joe Pulizzi
Chapter 4: The Revenue Model by Joe Pulizzi
Chapter 5: The Media Marketing Savings Model by Robert Rose
Chapter 6: First Steps on the Road to Killing Marketing by Robert Rose
Chapter 7: The One Media Model by Joe Pulizzi
Chapter 8: Today: The Beginning by Joe Pulizzi
Chapter 9: What Now: Lessons Learned Along the Transformation by Robert Rose
Chapter 10: The Future of Marketing by Robert Rose
Index
