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The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles by [Tom Spitale, Mary Abbazia]

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The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles Kindle Edition

5.0 out of 5 stars 12 ratings

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Length: 234 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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Editorial Reviews

From the Inside Flap

As technology becomes more prevalent in everyday products and as more people become small business owners, nonmarketing professionals are increasingly finding themselves in traditional marketing roles. The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles is a practical guide for any professional looking to develop effective marketing strategy when they haven't done it before. Written by two widely respected marketing professionals who provide over 120 marketing workshops a year to corporate audiences, the book is based on the authors' 20+ year quest to understand the specifics of what drives marketing success.

The Accidental Marketer follows the approach of the in-person strategy sessions that have been conducted for private clients over the past 35 years by the successful marketing consulting firm, Impact Planning Group. It gives readers a recipe they can use to obtain customer insights, create strategies based on those insights, and execute their initiatives through proper planning and positioning. These tools are straightforward and can be applied immediately to duplicate the successes of the companies spotlighted.

The book's companion website offers bonus material as well as an assessment to help professionals determine where to focus their reading. Though all of the tools are inter connected, most of the chapters can largely stand on their own to provide immediate help for different marketing strategy needs.

--This text refers to the hardcover edition.

From the Back Cover

Praise for The Accidental Marketer

“An essential read for scientists and engineers who want to bring their inventions to market. The Accidental Marketer presents a valuable toolkit that should lead to better partnerships with marketing colleagues and drive results with customers.”

―Beth Comstock, CMO, GE

“Spitale and Abbazia have written a very useful book, chock-full of interesting case studies. Easy to read, insightful and thought-provoking. These first-time authors are obviously very experienced marketers.”

― Don Peppers and Martha Rogers Ph.D., coauthors of Extreme Trust: Honesty as a Competitive Advantage

“As we look for ways to differentiate and grow the business, I believe it is critical that our marketing and commercial organization have strong strategic marketing skills. These tools provide them with the right level of structure and discipline, and help them have an ‘outside in’ mind-set. Additionally, this sound process, if adopted as an organization, can enable marketers from different backgrounds and geographies to have a common approach and language to exchange ideas.”

― Alejandro Bernal, Executive Vice President and Area President, Europe, Africa, and Middle East Region, Zoetis

“For the past 10 years, my work with the authors has centered on aligning leaders around common goals and developing winning strategies. I found the model to be highly successful. The Accidental Marketer contains a clear and concise agenda for businesses that want to thrive in a world experiencing constant change.”

―Bryan C. Hanson, Group President, Medical Devices and U.S., Covidien

“Marketers can’t rely on intuition to compete in today’s dynamic markets. They need proven tools to lead their cross-functional teams in testing their assumptions, uncovering insights, and determining how to satisfy target customer needs better than anyone else. This book is an ideal resource for doing all of this and more. If you are an Accidental Marketer, this book is a must-read.”

―Robert Baker, Marketing Excellence Team, Pfizer Inc.

“Tom Spitale and Mary Abbazia are marketing consulting veterans with a unique way of conveying sage marketing advice in a compelling and convincing manner. The Accidental Marketer provides an excellent and very applicable step-by-step framework for designing robust marketing strategies for any industry, whether B2B or B2C. To the point and easy to read, the book is filled with simple but powerful planning tools to help answer key strategic marketing questions. In addition, the authors discuss many memorable case studies from a variety of industries to drive their point home. A must-read for anyone with new marketing responsibilities.”

―Michel Tuan Pham, Kravis Professor of Business, Columbia University

--This text refers to the hardcover edition.

Product details

  • Publication Date : March 4, 2014
  • File Size : 7548 KB
  • Publisher : Wiley; 1st Edition (March 4, 2014)
  • Print Length : 234 pages
  • Language: : English
  • ASIN : B00H7JE4OK
  • Text-to-Speech : Enabled
  • Word Wise : Enabled
  • X-Ray : Not Enabled
  • Enhanced Typesetting : Enabled
  • Screen Reader : Supported
  • Lending : Enabled
  • Customer Reviews:
    5.0 out of 5 stars 12 ratings

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NICK
5.0 out of 5 stars Great and useful reading
Reviewed in Germany on September 9, 2018
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