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The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere Paperback – April 29, 2011


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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
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Product Details

  • Paperback: 204 pages
  • Publisher: CreateSpace Independent Publishing Platform (April 29, 2011)
  • Language: English
  • ISBN-10: 1456439804
  • ISBN-13: 978-1456439804
  • Product Dimensions: 5.5 x 0.5 x 8.5 inches
  • Shipping Weight: 9.1 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #1,169,624 in Books (See Top 100 in Books)

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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

Customer Reviews

4.9 out of 5 stars
5 star
88%
4 star
12%
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See all 17 customer reviews
Easy to read and understand.
Cybermoose
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

3 of 3 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 [..]
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1 of 1 people found the following review helpful By Michael Stapleton on April 22, 2013
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.
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1 of 1 people found the following review helpful 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.
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Format: Paperback
Mike Gospe's new book "The Marketing High Ground," describes a practical and comprehensive approach to developing an integrated marketing strategy powered by a true empathy for the customer and their needs. Through the development of persona's, this empathy is discovered, articulated, and is made accessible by cross-functional teams in a way that also informs the entire corporate culture. The tools outlined in the book show how the marketing strategy and corresponding tactics are built out and executed in a complete customer centric way. The book provides a step by step approach to creating the persona's, the associated value propositions, and the ultimate positioning that resonates most clearly and effectively with the company's target customers. Most importantly, the methodology described in the book, empowers the cross-functional marketing team to co-create, assimilate, and execute on market planning and positioning as an highly aligned organization. I highly recommend this book for anyone ready to initiate a new or refresh an existing market facing strategy.
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Format: Paperback
I found Mike Gospe's "Marketing High Ground" very thought-provoking, introspective, and best of all - actionable. As a small business owner his book helped me realize that we lacked a clear and persuasive positioning statement for one of our "rainmaker" product/services.

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.
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Hi Michael:

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!

S:-)
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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.
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