{"product_id":"the-accidental-marketer-isbn-9781118797419","title":"The Accidental Marketer","description":"\u003cb\u003eA practical guide for inexperienced marketers who have to develop a marketing strategy\u003c\/b\u003e \u003cp\u003eWith technology being built into products of all kinds, many businesses are hiring scientists, engineers, and designers to fulfill strategic marketing and product management roles. \u003ci\u003eThe Accidental Marketer\u003c\/i\u003e is a practical guide for employees who are now responsible for developing strategy. These marketers will be able to immediately and successfully apply the ten tools featured in the book to create powerful strategies that increase sales and profits for any product in any industry.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eExplains how great marketers uncover insights about customers that competitors miss and use new insights to create a range of strategic options for their marketing plans\u003c\/li\u003e \u003cli\u003eShows how the best marketers execute their strategies through developing innovative branding and communication plans and value propositions\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eThe Accidental Marketer\u003c\/i\u003e allows any inexperienced marketer to step into a new role and develop an effective strategy.\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eWho Moved My . . . Customer? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How can we detect shifts in decision-making power before our competitors do?\u003c\/p\u003e \u003cp\u003eFeatured Case: The Simple Concept behind Dell’s Success in the PC Market\u003c\/p\u003e \u003cp\u003ePower Tool: Influencer Map\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eThe Fountain from Which Great Marketing Flows 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How can we turn data into insights?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Holiday Inn Express Inspired\u003c\/p\u003e \u003cp\u003ePrice-Conscious Travelers to Pay More\u003c\/p\u003e \u003cp\u003ePower Tool: The Benefits Ladder\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3\u003c\/b\u003e are \u003cb\u003eYou Making Lukewarm Tea? 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How do we capitalize on differences in customers’ needs?\u003c\/p\u003e \u003cp\u003eFeatured Case: Quidel—How a Medical Diagnostics\u003c\/p\u003e \u003cp\u003eMarketer Blew Up Its Average Product and Got a Positive Result\u003c\/p\u003e \u003cp\u003ePower Tool: Needs-Based Segmentation\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eWhat Business\u003c\/b\u003e are \u003cb\u003eYou Really In? 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Questions: What business are we in? Who are our direct and indirect competitors?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Southwest Fooled Other Airlines into Thinking They Were the Competition\u003c\/p\u003e \u003cp\u003ePower Tools: Market Tree and Competitor Analysis\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eWho Do You Love? 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How do we align in determining which opportunities are most attractive to our organization?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Enterprise Picked Up the Number 1 Market Share in Rental Cars\u003c\/p\u003e \u003cp\u003ePower Tool: Segment Attractiveness\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eWhat Were They Smoking? 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: What are our strengths and weaknesses relative to customers’ other options (competitors)—through the eyes of our customers?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Using an Ability to Win Analysis Could Have Saved Volkswagen Millions\u003c\/p\u003e \u003cp\u003ePower Tool: Ability to Win\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eThe Magnetic Effect of Focus 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How do we prioritize and focus on the most important markets and segments?\u003c\/p\u003e \u003cp\u003eFeatured Case: Apple Demonstrates How Aiming at a Tight Target Leads to Massive Profits\u003c\/p\u003e \u003cp\u003ePower Tool: Strategic Position Analysis (SPA)—A.K.A. The Prioritizer\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eViva la Differentiation 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How can we “change the game” in our favor and maximize our potential in the market?\u003c\/p\u003e \u003cp\u003eFeatured Case: Three Differentiation Strategies, Including How Nike Convinced Us That Sneakers are a Fashion Item\u003c\/p\u003e \u003cp\u003ePower Tools: Differential Advantage with Future State Ability to Win\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eA Positioning Statement\u003c\/b\u003e is \u003cb\u003ea Terrible Thing to Waste 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: What image or perception do we want to own in the customer’s mind?\u003c\/p\u003e \u003cp\u003eFeatured Case: Understanding How the Mind Works to Powerfully Position Your Product\u003c\/p\u003e \u003cp\u003ePower Tool: Positioning Statement\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eReinventing a Commodity 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How should we develop our offer to make our positioning come alive?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Starbucks is Able to Fetch $2.75 for an 8-Ounce Latte\u003c\/p\u003e \u003cp\u003ePower Tools: Value Proposition Idea Catcher and Perceived Value Analysis (PVA)\u003c\/p\u003e \u003cp\u003eClosing Remarks 197\u003c\/p\u003e \u003cp\u003eResources 201\u003c\/p\u003e \u003cp\u003eIndex 211\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTOM SPITALE\u003c\/b\u003e has spent the last 20 years studying and unlocking the mysteries of marketing success. As a speaker, consultant and trainer he has launched thousands of strategic initiatives and plans in the Americas, Europe, and Asia for Fortune 500 companies and for lesser-known organizations in highly-specialized markets. \u003c\/p\u003e \u003cp\u003eTom creates tools and frameworks that his clients use in workshop settings, helping them uncover the keys to differentiating their products and services in as little as two days. His goal is to help elevate the role of marketers in the modern organization to be the “orchestrators of company strategy.”  \u003c\/p\u003e\u003cp\u003e Prior to his consulting career, Tom held a variety of marketing, pricing, and actuarial positions for Walmart, General Electric, and Great American Insurance Company. He is a husband, father, entrepreneur, investor, musician, golfer, sports fan, spiritualist, and cook.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMARY ABBAZIA\u003c\/b\u003e is Managing Director of Impact Planning Group where she guides global clients to grow profitably. She focuses on developing their marketing skills and creating fresh dynamic strategies. Mary also teaches at Columbia University School of Business’ Executive Marketing Program and at the California Institute of Technology.  \u003c\/p\u003e\u003cp\u003e Mary started her career at Intel and was Vice President of The BASES Group, where she forecasted new products and services. Over the past 25 years, her passion has been maximizing clients’ potential. She has worked across virtually all industries as a speaker, executive educator, and business coach. Her practical approach and real-life experiences, combined with proven frameworks and tools, give clients real results. In addition, teams gain alignment and common language.  \u003c\/p\u003e\u003cp\u003e Mary received her Bachelor of Science in Managerial Economics from the University of California at Davis and her MBA from Golden Gate University in San Francisco, CA. She lives in Connecticut with her family and enjoys hiking and learning about different cultures.  \u003c\/p\u003e\u003cp\u003eAs technology becomes more prevalent in everyday products and as more people become small business owners, nonmarketing professionals are increasingly finding themselves in traditional marketing roles. \u003ci\u003eThe Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles\u003c\/i\u003e is a practical guide for any professional looking to develop effective marketing strategy when they haven’t done it before. Written by two widely respected marketing professionals who provide over 120 marketing workshops a year to corporate audiences, the book is based on the authors’ 20+ year quest to understand the specifics of what drives marketing success. \u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Accidental Marketer\u003c\/i\u003e follows the approach of the in-person strategy sessions that have been conducted for private clients over the past 35 years by the successful marketing consulting firm, Impact Planning Group. It gives readers a recipe they can use to obtain customer insights, create strategies based on those insights, and execute their initiatives through proper planning and positioning. These tools are straightforward and can be applied immediately to duplicate the successes of the companies spotlighted.  \u003c\/p\u003e\u003cp\u003e The book’s companion website offers bonus material as well as an assessment to help professionals determine where to focus their reading. Though all of the tools are inter connected, most of the chapters can largely stand on their own to provide immediate help for different marketing strategy needs.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990151741669,"sku":"NP9781118797419","price":24.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118797419.jpg?v=1761786700","url":"https:\/\/k12savings.com\/es\/products\/the-accidental-marketer-isbn-9781118797419","provider":"K12savings","version":"1.0","type":"link"}