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Marketing Playbook : Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market by Rich Tong and John Zagula (2004, Hardcover)
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About this product
Product Identifiers
PublisherPenguin Publishing Group
ISBN-101591840384
ISBN-139781591840381
eBay Product ID (ePID)30769220
Product Key Features
Book TitleMarketing PlayBook : Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market
Number of Pages336 Pages
LanguageEnglish
TopicMarketing / General, Skills
Publication Year2004
IllustratorYes
GenreBusiness & Economics
AuthorRich Tong, John Zagula
FormatHardcover
Dimensions
Item Height1.1 in
Item Weight17.6 Oz
Item Length8.5 in
Item Width5.8 in
Additional Product Features
Intended AudienceTrade
LCCN2004-048540
Dewey Edition22
TitleLeadingThe
Grade FromTwelfth Grade
Dewey Decimal658.8/02
Grade ToUP
Table Of ContentContents Foreword by Steve Hooperxiii Acknowledgmentsxv Introductionxix 1. Getting Started1 Part I. Choosing the Winning Play—Determining and Executing the Best Strategy for Your Situation 2. The Drag Race13 3. The Platform Play39 4. The Stealth Play64 5. The Best-of-Both Play92 6. The High–Low Play123 7. Shifting Gears—Moving from Play to Play149 Part II. The Terrain of Your Play—Mapping the Gaps and Opportunities in Your Market Playing Field 8. Mapping Overall Industry Gaps157 9. Your Customer Playing Field171 10. Your Competitive Playing Field190 11. Assessing Your Own Capabilities217 Part III. Running the Play as a Killer Campaign12. Pulling the Campaign Team Together239 13. The Campaign Brief256 14. Campaign Deliverables275 15. Conclusion and Call to Action293 Index303
SynopsisA guide to effective marketing, presented by the developers of the Microsoft Office brand and the Windows marketing strategy, shares easy-to-apply techniques that encompass five basic strategies for a competitive market, making recommendations on when and how to apply each. 25,000 first printing.
LC Classification NumberHF5415.Z24 2004
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