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The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere Paperback – April 29, 2011
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"The Industries of the Future"
Innovation expert Alec Ross explains what’s next for the world. Learn more.
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About the Author
More About the Author
More specifically, I write the books I wish I had at various stages in my marketing career -- books that offer advice, perspective, and recipes for success. After 25 years of in-the-trenches marketing experience, I collected my notes on my successes, failures, and best practices and organized them into books with the hope that marketers and business professionals like you would find them useful.
I write "how to" books about marketing strategy, integrated marketing campaigns, and customer advisory boards. And every book contains a healthy dose of consultative guidance, tips and templates that you can apply today to your own business. Market conditions continue to change at a rapid pace, yet the need for a solid marketing strategy, based on a firm understanding of your target customer, will never go out of style. Because, whoever understands the customer best, wins!
* Marketing Campaign Development: What executives need to know about architecting global integrated marketing campaigns
* The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere
* The Flipchart Guide to Customer Advisory Boards, Volume 1: Is your company ready? -- A guidebook for executives
* The Flipchart Guide to Customer Advisory Boards, Volume 2: How to execute a world-class CAB meeting -- An operations manual for CAB managers
Top Customer Reviews
The morning after I read his book I brought my staff together and, following his easy-to-use template, first clarified who our target "persona-prospect" is, then developed a benefit-rich message that also differentiates us in a new and meaningful way to our target audience. This is the high ground - get to your position, and define it, before your competitors.
High Ground also helped me realize why some of our company's marketing investments haven't paid off lately. I took the author's key principles, wrote them on a 3x5 card, and posted them above by phone. From now on, any marketing investment I consider will have to pass the "High Ground" test. Needless to say, High Ground is not theoretical. This is a great book.
Just wanted to drop a note and say that I am very excited about your class and the book and how helpful they both are in my business. This year I have had a few clients whom I relocated to the wine country. After closing my escrows, I started analysing who those clients were: their age, their hobbies, likes and dislikes, dreams, goals, etc and I found a common thread. They were all empty nesters, downsizing and looking for better, more fun life close to wineries, jazz festivals, art galleries...
After my first Integrated Marketing class, I realized that there is an opportunity for me to build a persona and create my marketing plan towards empty nesters. I am very excited, thanks again!
The Marketing High ground will help ensure your company thinks hard and develops these critical foundational areas so that you can create more compelling and profitable marketing campaigns.
Most Recent Customer Reviews
Easy read that was structured in a step by step method for focusing your marketing plan objectives and message development.Published 2 months ago by TeamFree
Excellent content. Definitions tools samples. Lots of helpful marketing strategy info contained in just one single book. Wow incredible. Love itPublished 4 months ago by RRL
Michael Gospe does a great job of laying out the "Marketing High Ground" in simple step-by-step instructions with simple to use templates and examples from real life... Read morePublished on May 16, 2013 by Donald W Hodge Jr
The book presents basic marketing concepts. However it introduces two very useful and pragmatic tools that I recommend anyone to use: positioning state and message box.Published on December 28, 2012 by Vinicius Garcia de Oliveira
We read your book, then you spoke with us about campaign preparation and we embraced it. Now we have taken it to a whole new level internally. Read more
The Marketing High Ground makes it easy to understand and more importantly to implement some of the concepts that many marketers - B2B or B2C struggle with. Read morePublished on May 22, 2012 by Jonathan