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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit Hardcover – September 13, 2017
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From the Publisher
Joe Pulizzi is founder of the Content Marketing Institute, which Inc. magazine named the fastest-growing business media company in 2012, 2013, and 2014. He is the recipient of the Content Council’s John Caldwell Lifetime Achievement Award for Content Marketing.
Robert Rose is Chief Strategy Advisor for the Content Marketing Institute. He has provided strategic marketing advice to some of the world’s most innovative companies, including Capital One, Dell, Caterpillar, Hewlett Packard, Microsoft, the Bill & Melinda Gates Foundation, and UPS.
From the Back Cover
"Sometimes the manual needs to be thrown out the door. This book rewrites the rules of marketing, putting content front and center to create value and brand loyalists. Push the envelope, change the approach, and don't be afraid to be disruptive."--Jeffrey Hayzlett, primetime TV and radio host, speaker, author and part-time cowboy
"Pulizzi and Rose have unlocked the puzzle of what marketing should be in the 21st century. Their focus on the two key elements, customers and the income flows those customers create, turns traditional product marketing thinking on its head."--Don Schultz, Professor Emeritus of Service, Northwestern University's Medill School
"Loaded with ideas to turn content marketing into profit centers. Read it and you'll become a believer, as I have."--Al Ries, co-author, Positioning: The Battle for Your Mind
"World renowned marketing experts Pulizzi and Rose partner to author prescriptive advice to help marketing executives transcend purchased media and ascend to owned media prominence."--Kathy Button Bell, Senior Vice President and Chief Marketing Officer, Emerson
"Killing Marketing is the senior executive handbook for what the marketing function should always have been and now can be."--Stephanie Losee, Head of Content, Visa Corporate Communications, from the Foreword
"Killing Marketing will challenge you to look beyond your known toolkit and change the structure of strategy that will fundamentally and profitably reshape the purpose of marketing in business."--Timothy McDonough, Vice President Global Brand Marketing, Moen Incorporated
"Killing Marketing is a controversial idea. But controversial marketing is exactly what is needed to profit successfully in the killing crossroads of traditional and new age business."--Raj Munusamy, Vice President, Content Marketing & Messaging, Schneider Electric
"Imagine marketing as a profit center, not a cost center. Sound crazy? Nope. This is the blueprint you need to flip marketing on its head, drive innovation, and claim your spot as a business leader."--Ann Handley, Wall Street Journal bestselling author & Chief Content Officer, MarketingProfs
"Killing Marketing brilliantly demystifies the full implications of content as a pre-eminent force in customer experience and business transformation in the post-Internet era."--Carlos Abler, Global Content Marketing & Strategy Lead, 3M
"Buy this book and transform where the marketing budget lives on the balance sheet!"--Rebecca Lieb, Analyst, Advisor and author of Content: The Atomic Particle of Marketing
"RIP marketing. It's been real. Killing Marketing just put the final nail in your cost center coffin."--Jason Miller, Global Content Marketing Leader, LinkedIn
- Item Weight : 1.05 pounds
- Hardcover : 272 pages
- ISBN-10 : 9781260026429
- ISBN-13 : 978-1260026429
- Product Dimensions : 6.3 x 1 x 9.3 inches
- Publisher : McGraw-Hill Education; 1st edition (September 13, 2017)
- Language: : English
- ASIN : 1260026426
- Best Sellers Rank: #129,931 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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The book is overly repetitive with examples like Red Bull and Arrow, being mentioned over and over. I was actually quite surprised by the good reviews posted, all five stars!! No way... something fishy...
Save your time and money and just Google the subject to get the same general concept.
The book isn’t suggesting that you abandon your core business model and become an organization that generates revenue the way a traditional media company does. Nor is it suggesting that you should abandon your paid and earned media efforts. For most organizations, there will always be a benefit to those channels.
But what the authors are suggesting is that businesses today also need a profit-generating owned media strategy that will give you an unfair competitive advantage.
The book goes on to outline how a traditional company, who has been marketing in more traditional ways, can turn their marketing focus/efforts on its side and come out with a model of generating revenue from their marketing efforts.
As with anything Joe and Robert do – I’m a fan. I think they’re insightful thinkers who have walked out what they teach (check out the Content Marketing Institute site) and continue to refine their viewpoint as things evolve.
Check out the book. Re-think your plan for 2018. Begin to build your channel and the equity it can bring your organization.
One of the central themes present throughout the book is the idea of content-driven marketing. Content-driven marketing is the idea of flipping marketing, and leading with the media strategy as opposed to the benefits and products offered. Another main argument presented throughout the book is the idea of audiences. The authors bring up the point that it may be more beneficial to aquire an audience, as opposed to building one. The book focuses on how companies are uses the changing times to their advantage and learning how to continue to appeal to the modern-day consumer. The emergence of the social media era and the changes in marketing that it brought along with it are also discussed throughout.
The authors provide numerable examples, and supporting evidence to back up the arguments they bring up throughout the book. They bring up the success story of company, “Arrow Electronics” to back up their claims regarding the effectiveness of content-driven marketing strategies. The company is described as running their marketing in a, “Editorially led strategy” (36), and that, “it is doing more than just focusing on describing the value of Arrow’s products” (36). Arrow is brought up again later on, to support the fact that content-driven marketing can produce just as much, or even more revenue compared to other marketing methods. Another example of the strong supporting claims often derived from the author's personal experiences would be their discussion of audiences. The book gives ample evidence in support of both sides of the argument. During the discussion in favor of an acquired audience, the authors provide a step by step guide on how to do so, with examples throughout. One claim they make is that acquisition of a content platform may be favorable for a conglomerate for the talent associated, not the platform itself. Overall, the authors do a great job of backing up all of the claims they make throughout the book.
The authors do succeed in getting their objectives of writing across throughout the book. One reason I believe they succeed in this is because of the amount of personalization the book has. They do not simply bring up examples that they researched just for the book, they points they bring up are from their own experiences from their careers in marketing. Both Pulizzi and Rose being prominent figures in the marketing world also contributes greatly to the effectiveness of the writing. Whenever there is an outside company like Arrow Technology for example, the authors provide quotes from an interview with the CEO, Victor Gao. Both writer's amount of influence, and industry connection goes to further strengthen the contents of the book.
Killing Marketing was a very insightful read, for many reasons. Its ability to bring up new ideas about reinventing and modernizing marketing and straying away from traditional practices was very interesting and was something I personally enjoyed reading about. I also came to the realization throughout reading that the book may be directed at someone farther along in their marketing experience, as some of the terminology was slightly confusing at times. However, this did not take away from my reading experience, it made it more interesting. Overall, I thoroughly enjoyed reading Killing Marketing, and I definitely see myself coming back to it again in the future.
Top reviews from other countries
Quality of printing is quite good, contents and graphics very good as well.