How do you develop an integrated marketing campaign in the age of digital media?
This is a big question, and co-authors Geoff Livingston and Gini Dietrich set out to address it in their new book Marketing in the Round.
A marketing round is what it sounds like, integrating all disciplines that generally fall within the discipline in organizations to make decisions and execute on common objectives from one strategy.
The book is divided into three sections:
- understanding marketing round and developing a strategy -- this is where you will find definitions and a directory of tools, with considerations on stakeholders, and competitive landscape
- approaches -- the authors discuss more in depth tools, tactics, sequencing, and timing
- measurement, refinement, and improvements, which includes considerations on respecting and anticipating community and competition
Throughout, you will find sections that address pros and cons, and chapter by chapter exercises to review the information and start addressing your scenarios.
This makes it a handy step-by-step guide for those of you who are starting out in marketing, whether as a job title or as a business owner, and a solid checklist for departments working together (or planning to).
If you're looking for a comprehensive how to book on marketing in the digital age, Marketing in the Round is the book for you.
[Disclosure: I received a copy of Marketing in the Round from co-author Geoff Livingston. I was especially encouraged to see the practical, this-is-hard work and it requires putting-egos-on-hold and collaborate approach in it. This review and recommendation is based upon the quality of the material -- and not on how I obtained it.]
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