Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing – Jenna Tiffany – Kogan Page – Published 25 May 2021





Tasked with creating marketing strategy? This book is for you. Learn about the most useful tools and models, dodge common mistakes, and optimize your marketing strategy success, with this practical and adaptable framework from award-winning thought-leader Jenna Tiffany.

Create an effective marketing strategy for your business with Marketing Strategy, which offers a clear, easy-to-follow overview of why strategy is important, how to create it, how to implement it, and – crucially – how to measure its success. Packed with global examples and case studies, the book opens by discussing the role strategy plays in any organization’s long-term vision. It also discusses the key models and frameworks that can be used to analyze the marketing environment, and offers information on segmentation, targeting and positioning. Importantly, it will outline some of the key challenges likely to crop up, and gives pre-emptive tools for avoiding them.

My thoughts

If you are launching a new business, product line or marketing strategy, then this book is for you. Marketing Strategy: Overcome Common Pitfalls and Create Effective Marketing is a comprehensive guide to everything you need to know to market your product and business.

The book first outlines the important of strategy and the downfall of many a marketing tactic that fails to consider strategy. The author then outlines 8 important aspects and steps in your marketing strategy, using strategy as an acronym. These 8 key parts of creating a marketing strategy then form the next 8 chapters. These are scenario, target, reach, awareness, tactics, execute, generate and yield.

Marketing Strategy is a practical book and each chapter walks you through the steps you need to take to create your strategy. Each chapter has activities, worked examples and blank templates for you to complete, so that by the end of the book you have a complete strategy and approach to your marketing. Throughout, there are many references to examples from business, interviews with experts and research to support the author’s points.

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