The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Leadin Any Market

John Zagula & Richard Tong

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Every company needs to figure out the best way to beat the competition. What do you do if the other guy is already dominating the market? Should you challenge them head on or lie low for a while? Should you offer customers high-end features or a low-end price? Or both?

During their years at Microsoft, John Zagula and Richard Tong answered such questions so effectively that they helped Microsoft Office and Windows grow from a 10 percent to 90 percent market share. As venture capitalists, Zagula and Tong have continued to test and perfect their system with hundreds of companies of all sizes and at all stages.

Now they’re sharing their best ideas and methods in an easy-to-apply book that will be enormously helpful to marketers in every industry and leaders in every size company.

The Marketing Playbook explains the five basic strategies for a competitive market—The Drag Race Play, The Best of Both Play, The High-Low Play, The Platform Play, and The Stealth Play. It illustrates how each one works, how to pick the best one for a given situation, and then how to implement it effectively in the real world.

Just like a great sports coach with a well-designed playbook, managers who read this book will have the tools, tips, and tricks they need to leapfrog market research, craft a smart strategy, motivate their team, and start scoring major points with customers and against the opposition.

What will you learn from this book

  1. Strategic Frameworks: The book may provide strategic frameworks and models for developing effective marketing strategies.

  2. Customer-Centric Approach: Effective marketing often involves understanding and prioritizing customer needs. The book might emphasize the importance of a customer-centric approach.

  3. Playbook for Different Channels: Marketing encompasses various channels. The book may provide a playbook for different marketing channels, such as digital, social media, and traditional advertising.

  4. Data-Driven Marketing: In the age of data, the book might discuss the importance of leveraging data for informed marketing decisions and strategies.

  5. Brand Building: Developing and maintaining a strong brand is often a key aspect of marketing. The book may discuss strategies for brand building and management.

  6. Innovative Campaigns: Marketing success often involves creativity and innovation. The book may provide examples of innovative marketing campaigns and strategies.

  7. Measuring Marketing ROI: The book might discuss metrics and key performance indicators (KPIs) for evaluating the return on investment (ROI) of marketing efforts.

  8. Integrated Marketing Communications (IMC): Integration across different communication channels is crucial. The book may explore the concept of integrated marketing communications.

  9. Competitive Analysis: Understanding and analyzing the competitive landscape is likely a key theme. The book may provide insights into effective competitive analysis.

  10. Agile Marketing: The marketing landscape is dynamic. The book may discuss the importance of agility in adapting to changes and evolving marketing strategies accordingly.

Language English
ISBN-10 1591840384
ISBN-13 9781591840381
No of pages 313
Font Size Medium
Book Publisher Penguin USA
Published Date 21 Oct 2004

About Author

Author : John Zagula & Richard Tong

2 Books

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