Loved

Author: Martina Lauchengco
Publisher: John Wiley & Sons
ISBN: 1119703646
Category : Business & Economics
Languages : en
Pages : 295

Book Description
Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story. Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision. Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing. With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you: the centrality of product marketing to any product’s success the key skills and actions required to do it well the four fundamentals of product marketing and how to apply them how to hire, lead, and organize product marketing how product marketers optimize crucial collaboration with other functions one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.

Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value

Author: Richard King
Publisher: Product Marketing Alliance
ISBN: 9781544526614
Category : Business & Economics
Languages : en
Pages : 0

Book Description
Product marketing is not a new function. Just like sales, accounting, and so on, it's been around for decades. The only difference is perception. Ask anyone what a sales rep does, and they'll tell you they sell stuff. Ask about product marketers and...you'll get wildly different answers at best, blank expressions at worst. Anyone who really knows product marketing understands the tremendous value it adds to organizations, but not enough people seem to get it, which can make it notoriously hard for product marketing managers (PMMs) to get the recognition they deserve. Product Marketing Misunderstood helps you apply the tools of your own trade to your job-positioning, messaging, research, personas, and more-helping your entire organization value what you do. Created by the founder of the Product Marketing Alliance, this essential guide arms you with the tools you need to show colleagues past, present, and future that product marketing lies at the heart of your company.

The Product Marketing Manager

Author: Lucas Weber
Publisher:
ISBN: 9781973317036
Category :
Languages : en
Pages : 123

Book Description
The Product Marketing Manager plays the crucial role of defining the positioning, messaging, and unique selling proposition of a product or product line. This involves taking detailed and technical product information and distilling it into key marketing and sales messages as well as working among several teams in an organization to plan and execute product releases and launches.This book is a must-have for anyone who works as, or with, a Product Marketing Manager. It not only explains the role but focuses on practical applications of the information presented and ties everything together with entertaining life lessons and anecdotes collected through years of experience by the author as well as interviews with his colleagues and other industry experts.If you are considering a career as a Product Marketing Manager, are new to the profession and looking for guidance and clarification, already have many years of experience in the role and are looking for new inspiration and ideas, or are interested in learning what a Product Marketing Manager colleague of yours is responsible for within your organization, this book is for you.

Obviously Awesome

Author: April Dunford
Publisher:
ISBN: 9781999023003
Category : Business & Economics
Languages : en
Pages : 0

Book Description
You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.

Become a Product Marketing Manager and Earn $100,000+

Author: Dekker Fraser
Publisher:
ISBN: 9781097513284
Category :
Languages : en
Pages : 140

Book Description
According to Glassdoor, the average salary for a product marketing manager is over $113K (before signing, peformance, and stock bonuses). But, why shoot for an average salary, when you can earn a significantly higher salary at high profile tech companies, startups, and Fortune 500 businesses? Silicon Valley veteran marketer Dekker Fraser offers proven and powerful real-world career advice in the lucrative and exciting product marketing career arena. Become a Product Marketing Manager is the premier marketing career guide because Dekker draws from both top-tier marketing training received while earning his master's degree at the #1 university for marketers at the Kellogg School of Management and also his years of experience in all aspects of marketing products at top companies like Sony and Google-backed Rocket Lawyer. Not only does Dekker give you insider knowledge about how to get hired and earn high 6-figure marketing salaries, he also provides insider tactics for becoming an elite marketer and quickly getting a high-paying marketing job: Learn what the best companies look for when hiring marketers and how to have the best chance to get hired Advanced marketing interview techniques - how to answer the questions that matter, from the perspective of a professional that has hired many top-level marketers Launching your marketing career with proven marketing strategies - Target market identification, segmentation, and viral marketing Soft skills that will get you ahead in the office and set you up for marketing promotion Marketing math that even a lot of marketing professionals don't know Copywriting tips for landing contracts and selling products Real world examples about how to sell products in a variety of high-tech companies - software marketing, technology marketing and web marketing The most important thing that you can do to set yourself up for success in any business is to learn from top-level talent. Dekker received outstanding training from the best in the marketing field. Now, you can learn how to be one of the best marketers in your area by applying the marketing tips that the author learned over years of marketing success. Page Up and Order Now.

Why People Buy Things They Don't Need

Author: Pamela N. Danziger
Publisher: Paramount Market Publishing
ISBN: 9780972529044
Category : Business & Economics
Languages : en
Pages : 316

Book Description
Pam Danziger has just updated her bestseller, including several new categories. Since apparel is now more often a discretionary purchase than a necessity, she has added new sections on apparel for women, men, teens, and children. Focusing on why people buy things they could probably do without, Danziger now covers 37 categories and has added material about the retail market in each one. There are also new stories of excellent marketers and commentary about how things have changed since September 11, 2001. Corporate leaders, marketing and sales executives, strategic planners, futurists, and merchandisers will benefit.

Marketing Champions

Author: Roy A. Young
Publisher: John Wiley & Sons
ISBN: 0470054506
Category : Business & Economics
Languages : en
Pages : 290

Book Description
Praise for Marketing Champions "Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow." --Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how." --Seth Godin, author of Small Is the New Big "This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results." --Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader "The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company." --Jerry Noonan, Spencer Stuart

Marketing to Moviegoers

Author: Marich, Robert
Publisher: SIU Press
ISBN: 9780809387144
Category : Motion pictures
Languages : en
Pages : 340

Book Description

Inside Network Marketing

Author: Leonard W. Clements
Publisher: Prima Lifestyles
ISBN: 9780761521761
Category : Multilevel marketing
Languages : en
Pages : 0

Book Description
An MLM Insider Reveals the Truths and Myths of the Industry If you're thinking about becoming one of the 6.3 million people now involved in network marketing, you may be frustrated by the surprising lack of reliable information available on MLM. With this eye-opening insider's account, you'll understand both the immense potential of this exciting industry and its vulnerability to exploitation and abuse. In this lively and entertaining book, MLM expert Leonard W. Clements shows you: -How compensation plans really work -Surprising facts and myths about network marketing -Why MLM is so maligned by the media and regulatory authorities -How "not to lose money in MLM -Cutting-edge strategies for increasing your recruiting and sales numbers -And more! Updated to include the most recent trends and the hottest network marketing companies, this revised edition of "Inside Network Marketing shows you how to avoid MLM failures and to find a direct-selling company that really delivers. "The longer I know Len, the smarter I get."--John Milton Fogg, chairman of "Upline journal "If you want a group of savvy, educated, professional network marketers, get them a copy of "Inside Network Marketing."--Tom "Big Al" Schreiter, author of "Big Al series of MLM books and tapes

Marketing Myopia

Author: Theodore Levitt
Publisher: Harvard Business Press
ISBN: 1422126013
Category : Business & Economics
Languages : en
Pages : 99

Book Description
What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles. In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.