Customer Reviews

Marketing Campaign Development: What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns

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This is more than an excellent book, it is also a practical and easy-to-use "tool kit" to help the reader develop complex company-wide marketing campaigns successfully. Mike starts with the basics: marketing campaign terminology, roles and responsibilities, establishing campaign objectives and schedules. He provides examples of agendas for key meetings, and suggestions for who should be invited to attend each. He provides templates for key planning documents, slide presentations, and campaign timelines. Gospe describes how to build the program blueprints critical for success, how to manage campaign budgets, and even how to overcome objections from the inevitable nay-sayers in many organizations. Throughout the book Gospe provides real-life examples of marketing campaigns he has planned.
As a bonus, Gospe also provides a website from which to download the templates, program blueprints, and a comprehensive integrated marketing plan slideset template. There are a lot of good ideas in this very complete and comprehensive book. An excellent value for a very reasonable price.

Mike Gospe's approach to marketing campaign strategy and execution was a revelation to me. At my high tech software company, we'd been doing one-off marketing campaigns for years. As I took over as VP of Marketing, Mike's approach really helped me define a strategic approach to campaign planning and execution, in a very easy to understand and easy to communicate way. My team was able to quickly understand where we needed to focus our campaign efforts, and they quickly adopted the toolset Mike provided. This book lays out a great way to plan, execute, and measure the resulst of a series of multi-touch marketing campaigns, linked to strategic goals, and easy to communicate to the rest of the organization. This is now a foundational element of how we do marketing, and all my new marketing employees get a copy of this book.

What I like most about Mike's book is his practical, in-the-trenches approach to successful integrated marketing. He shows us what it takes to not only build truly integrated marketing campaigns, but he also shows us how to navigate the politics inside companies to make these campaign come alive. Mike's insight and real-life perspective is refreshing, and extremely relevant. And, I can put his templates to use immediately. This is a must-read for everyone on my team!

I had the pleasure of working for Mike Gospe for a brief time when he was brought into a company to manage and build our Integrated Marketing programs while we were in transition. Not only is he a great guy to work with, but he really knows what he is talking about. He has a methodical but creative approach to marketing and I learned more from him in the two months I worked with him than I had learned in the previous year.

If you are looking for a book that goes beyond theory and into proven practice about how to put together a well articulated and integrated marketing program, this is the book for you.

This book is a step-by-step process guide to designing and launching a wholly integrated marketing campaign -- one that integrates the programs and functions that so often run off wildly on their own. What I particularly like is this book's approach to understanding objectives first, then choosing programs that meet them, rather than the all-too-common practice of each function doing what they have always done before. The book is valuable for offering excellent templates and tools, which are rarely available in print and are exactly what's needed to map out a good campaign.