{"id":130,"date":"2006-05-21T14:23:17","date_gmt":"2006-05-21T14:23:17","guid":{"rendered":"http:\/\/alephnaught.wordpress.com\/2006\/05\/21\/the-marketing-playbook\/"},"modified":"2008-11-02T07:07:44","modified_gmt":"2008-11-02T15:07:44","slug":"the-marketing-playbook","status":"publish","type":"post","link":"https:\/\/www.alephnaught.com\/Blog\/2006\/05\/21\/the-marketing-playbook\/","title":{"rendered":"The Marketing Playbook"},"content":{"rendered":"<div id=\"content_div-130\">\n<ul>\n<li><strong>Title: <\/strong><a href=\"http:\/\/www.amazon.com\/Marketing-Playbook-Battle-Tested-Capturing-Keeping\/dp\/1591840384\/ref=sr_1_1?ie=UTF8&amp;s=books&amp;qid=1225637584&amp;sr=8-1\" target=\"_blank\"><span style=\"font-family: Helvetica;\">The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market<\/span><\/a><\/li>\n<li><strong>Author: <\/strong>John Zagula, Rich Tong<\/li>\n<li><strong>Hardcover: <\/strong>336 pages<\/li>\n<li><strong>Publisher: <\/strong>Portfolio Hardcover (October 21, 2004)<\/li>\n<li><strong>ISBN: <\/strong>1591840384<\/li>\n<\/ul>\n<p>This book proposes that there are five marketing plays to make:<\/p>\n<ul>\n<li>the Drag Race, the Platform Play,<\/li>\n<li>the Stealth Play,<\/li>\n<li>the Best-of-Both Play, and<\/li>\n<li>the High-Low Play.<\/li>\n<\/ul>\n<p>The book leads with the five plays &#8211; I think that&#8217;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&#8217;d go about running them.<\/p>\n<p>I&#8217;ve already used some of the messaging hints in the book along with the ABC gap analysis diagram.  I suggest this book highly.<\/p>\n<\/div>\n<div class=\"translate_block\" style=\"display: none;\">\n<hr class=\"translate_hr\" \/>\n<a class=\"translate_translate\" id=\"translate_button_post-130\" lang=\"en\" xml:lang=\"en\" href=\"javascript:show_translate_popup('en', 'post', 130);\"><span>Translate<\/span><\/a><img data-recalc-dims=\"1\" src=\"https:\/\/i0.wp.com\/www.alephnaught.com\/Blog\/wp-content\/plugins\/google-ajax-translation\/transparent.gif?resize=16%2C16&#038;ssl=1\" id=\"translate_loading_post-130\" class=\"translate_loading colorbox-130\" style=\"display: none;\" width=\"16\" height=\"16\" alt=\"\" \/>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>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, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3],"tags":[2344,28,371],"class_list":["post-130","post","type-post","status-publish","format-standard","hentry","category-books","tag-books","tag-business","tag-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Title: The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any 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