A concise yet expansive guide to the marketing strategies that lead to
success in the competitive modern landscape.
Masterful Marketing draws upon extensive case studies and research to
provide practical guidance that will prove invaluable for any marketer,
regardless of their seniority or sector. It focuses particularly on a
value-based approach, providing insights that will allow the reader to
recognise and effectively target the customers, platforms and approaches
that will have the greatest returns.
In today's marketing world, your personal brand, the relationships you
build and the expertise you share has the capacity to move you from best
kept secret to highly sought expert. This is mainly contingent upon the
value-based marketing you create. With this book, readers will gain the
combined experience and wisdom of its co-authors Alan Weiss and Lisa
Larter. Alan brings his decades of experience as a consultant and
entrepreneur to provide practical, motivational guidance, while Lisa
brings her expertise as a digital marketer and strategist to provide
fascinating research-based insights into marketing strategy.
Social and technological developments have transformed both the nature
and impact of marketing. Previously, large sums of money could almost
guarantee that a new campaign would be noticed, or that new branding
would become iconic. Yet, with the onset of social media and the
downturn in traditional media avenues, the primary platforms for
marketing have become democratised. While access to such platforms may
be easy and often cheap, they are competitive battlegrounds in which a
marketer must vie for the customer's attention with any number of
distractions or competitors. Only through the value-based approaches
outlined in Masterful Marketing will your marketing efforts stand out
in this crowd and draw in customers.
