The Marketing High Ground: the essential playbook for B2B... and over one million other books are available for Amazon Kindle. Learn more
Buy New
$17.96
Qty:1
  • List Price: $19.95
  • Save: $1.99 (10%)
FREE Shipping on orders over $35.
In Stock.
Ships from and sold by Amazon.com.
Gift-wrap available.
Add to Cart
Want it Monday, April 21? Order within and choose Two-Day Shipping at checkout. Details
Trade in your item
Get a $0.96
Gift Card.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more

The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere Paperback


See all 2 formats and editions Hide other formats and editions
Amazon Price New from Used from Collectible from
Kindle
"Please retry"
Paperback
"Please retry"
$17.96
$16.72 $13.00 $16.95

Frequently Bought Together

The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere + The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth + Maximizing Lead Generation: The Complete Guide for B2B Marketers (Que Biz-Tech)
Price for all three: $52.70

Buy the selected items together

NO_CONTENT_IN_FEATURE

Shop the New Digital Design Bookstore
Check out the Digital Design Bookstore, a new hub for photographers, art directors, illustrators, web developers, and other creative individuals to find highly rated and highly relevant career resources. Shop books on web development and graphic design, or check out blog posts by authors and thought-leaders in the design industry. Shop now

Product Details

  • Paperback: 204 pages
  • Publisher: CreateSpace Independent Publishing Platform (April 29, 2011)
  • Language: English
  • ISBN-10: 1456439804
  • ISBN-13: 978-1456439804
  • Product Dimensions: 0.4 x 5.4 x 8.4 inches
  • Shipping Weight: 9.1 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #75,075 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

J. Michael (Mike) Gospe, Jr. is an accomplished leader, marketing strategist and corporate executive who understands what it takes to market to today’s B2B companies. He is co-founder of KickStart Alliance, a sales and marketing leadership consulting team where he drives integrated marketing and voice-of-the-customer programs, including Customer Advisory Board (CAB) meetings. He is author of "Marketing Campaign Development", and his writings have been put to use at companies like Adobe, AMD, Bluecoat, Cisco, Dell, EMC, Emerson, FedEx, HP, KPMG, Rackspace, RedHat, Symantec, and scores of others across three continents. Join Mike on LinkedIn: www.linkedin.com/in/mikegospe Follow Mike on Twitter: www.twitter.com/mikegospe

More About the Author

Hi! I'm Mike Gospe and I write books for business-to-business marketers.

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

Related Media


Customer Reviews

4.9 out of 5 stars
5 star
14
4 star
2
3 star
0
2 star
0
1 star
0
See all 16 customer reviews
It is an easy read, practical and actionable.
janetg
Highly recommended for marketing pros and beginners alike.
Sherry B
He provides a step by step process for doing this.
Reg Nordman

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Reg Nordman on August 30, 2011
Format: Paperback
I really liked this book, reading it in one sitting. He was an engineer, but unlike me instead of turning to sales, he went into marketing of high tech. And the man can write! You will recognize the players/politics of the tech world with his clear grasp of the industry reality. I thought my partner, Geoffrey Hansen could have written this book as Gospe looks at the world with a very good grasp of process. (This is likely due to his grounding at HP and Sun ) His experience allows him to simply and clarify marketing to its essence. He also lays out common frustrations and traces them back to the source. This makes this a very useful book to help any marketer grab the high ground earning more respect from his colleagues. The beginner through to the master marketer can learn much from this book. His approach is customer based, using that knowledge for segmentation, positioning and creating personas. He provides a step by step process for doing this. I especially appreciated his sage advice for young marketers to not get sidetracked by fads ( e.g. social marketing) and neglect the basics. Buy it, read it and keep it close. His website is [..]
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By Cybermoose on June 25, 2013
Format: Kindle Edition Verified Purchase
Needed a quick lesson in positioning and this fit the bill. Easy to read and understand. Would highly recommend this book to anyone needing a quick fix in marketing.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback Verified Purchase
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 experiences. He defines the key tool of the positioning statement with line-by-line directions. A whole section on defining the persona and what makes a good one (or not). The final part of the book details the "message box" (a messaging development tool) which is tied into the sales process.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback Verified Purchase
This is a must-read for B2B marketers looking for thoughtful guidance on crafting positioning statements, buyer personas and segmented messaging. Gospe elegantly guides the reader through the process of positioning while explaining the theoretical and strategic underpinnings of the process. So much of the literature out there is geared towards B2C marketers, and this is a much-needed addition to the B2B literature currently available.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback Verified Purchase
I really enjoyed this book, and it's especially nice to see the focus on B2B. All too often, we forget about these important foundational tasks like crafting a compelling mission statement, defining target markets, and developing the main buyer personas within those markets. Instead, we dive right into the candy (seo, ppc, page testing) without developing the proper foundation and then wonder why our campaigns are lackluster.

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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Kindle Edition Verified Purchase
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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback
Mike,

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. This model is being adapted throughout our organization. You are quite the celebrity here for how your teachings are changing our style of communicating with our audience. Thanks for your work. We refer to your blog and books regularly.

Erin
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Kindle Edition Verified Purchase
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. Michael's thoughts and observations around value propositions and positioning statements are what makes this book so excellent.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Product Images from Customers

Search
ARRAY(0xa14f50a8)