The Work Smarter Guide to Marketing (eBook, ePUB) - Palmer, Mark
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'An invaluable, refreshing return to the essentials of marketing - a great and useful read'
Sophie Devonshire, CEO of The Marketing Society
Whether you're in a huge business, a start-up or have a side-hustle, marketing matters. 'Strength of brand/marketing' is most frequently cited by business analysts (at 79%) as critical to a firm's success. But marketing is in a state of chaos. Most people with marketing in their job title have never studied it. Meanwhile, in too many media posts and agencies, pseudo-experts cherry-pick opinions and peddle marketing misinformation to give a…mehr

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Produktbeschreibung
'An invaluable, refreshing return to the essentials of marketing - a great and useful read'
Sophie Devonshire, CEO of The Marketing Society

Whether you're in a huge business, a start-up or have a side-hustle, marketing matters. 'Strength of brand/marketing' is most frequently cited by business analysts (at 79%) as critical to a firm's success. But marketing is in a state of chaos. Most people with marketing in their job title have never studied it. Meanwhile, in too many media posts and agencies, pseudo-experts cherry-pick opinions and peddle marketing misinformation to give a snake-oil pitch that marketing is all about keeping up with change.

Grasping marketing shouldn't induce scepticism, fear or confusion. Mark Palmer acts as your trusted and experienced guide, demystifying the jargon, cutting through the clutter and helping you navigate your own refreshing journey towards what smarter and better marketing can be.

The 'Work Smarter' series provides shortcuts, tips and life-hacks for the development of essential business skills. The books bring together accomplished industry experts who have learned their trades at the coalface. They teach the skills ambitious businesspeople need in order to tip the playing field in their favour. It is the pirate equivalent of business advice; the antidote to conventional wisdom; 'smarter' practice over 'best practice'.

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Autorenporträt
Mark Palmer is a professionally qualified market researcher, marketer and change practitioner. He is the founder of Maverick Planet, a facilitated brand and change consultancy. For 20 years, he was the Executive Head of Strategy and Communication Planning at some of the world's most regarded advertising agencies. He was named the strategist in Campaign magazine's fantasy agency of the millennium. Mark has been part of the teams who've launched, positioned, repositioned and sustained some of the world's most famous and notable brands, including BMW, Pepsi, Orange, Google, Sony, Channel 4, The Economist, Cadbury, Bupa and more. Mark has helped position numerous start-ups that have gone on to successfully sell. He's helped many of these brands rethink their approach to marketing and communication, from product placement to pop-up shops to brand partnerships. Mark guest lectures at the Henley School of Management, the School of Communication Arts, and the Danish DNCC. He runs the branding and marketing module at the London Business School Launchpad programme, where start-ups look to develop their business and seek investment to launch.