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The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market Hardcover – October 21, 2004
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From Publishers Weekly
This engaging primer contends that all marketing campaigns can be boiled down to five basic strategies, a typology distilled from the authors experience as marketing executives at Microsoft and as venture capitalists. The "plays," schematized with football diagrams, are: the "drag race," in which your product squares off against a single competitor in an attention-getting battle for market dominance; the "platform play" (Microsofts forté), in which your product becomes the essential infrastructure for an entire industry (á la Windows); the "stealth play," in which you go after markets ignored by larger competitors; the "best of both" play, in which your breakthrough product becomes all things to all men; and the "high-low" play, in which you pit both your deluxe high-end product line and your cheapo down-market line against a rivals mediocre compromise offering. This illuminating conceptual framework is perhaps less important than the authors lucid analyses of real-world marketing situations, drawn from case studies and from their own gaffes and triumphs in marketing Excel, MS Office and other software milestones in Microsofts march to monopoly. They throw in lots of practical tips on market research, managing a marketing team, finding the proper rhetorical formulas to use in a marketing brief and writing mesmerizing ad slogans that incorporate "the rule of paradox"i.e. buy this and you can have your cake and eat it too. The authors wealth of insights, presented in a breezy, down-to-earth style free of management-theory cant, will give marketing managers much useful food for thought.
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Zagula and Tong have produced an ingenious and persuasive book that really does break marketing strategies down. -- Financial Times, 11/11/04
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Top customer reviews
If you read the book and didn't like it that's great. It's a free country, but please, please don't think that some of the fine folks who know us and the material are bad ipso facto...
It's the practical application of the plays that makes the difference in this book. No ethereal stuff here. You can pick up this book, give it a read and begin using the plays right away. I recommend anyone in marketing pick this up, read it, and keep it handy as an ongoing reference.
Most recent customer reviews
Both authors were previously employees for Microsoft.Read more