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The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere Paperback – April 29, 2011
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About the Author
Top Customer Reviews
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.
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!
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 7 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 10 months ago by RRL
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.Published on June 25, 2013 by Cybermoose
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