The Marketing Playbook
- Title: The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market
- Author: John Zagula, Rich Tong
- Hardcover: 336 pages
- Publisher: Portfolio Hardcover (October 21, 2004)
- ISBN: 1591840384
This book proposes that there are five marketing plays to make:
- the Drag Race, the Platform Play,
- the Stealth Play,
- the Best-of-Both Play, and
- the High-Low Play.
The book leads with the five plays – I think that’s a mistake, it was hard to understand the plays as presented and to know when, why and how for the plays as they came along, bam bam bam. The second half of the book then returns to the plays to explain when and how you’d go about running them.
I’ve already used some of the messaging hints in the book along with the ABC gap analysis diagram. I suggest this book highly.
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+Bob Hays
- I'm a father and husband, have two schipperkes, like to read, compose music, travel. And I manage a couple software development teams at DIRECTV.
English
May 21st, 2006 by alephnaught