Marketing-Campaign-Development.pdf

Marketing

Campaign

Development

What marketing executives need to

know about architecting global

integrated marketing campaigns

By Mike Gospe

20660 Stevens Creek Blvd.

Suite 210

Cupertino, CA 95014

Marketing Campaign Development:

What marketing executives need to know about

architecting global integrated marketing campaigns

a retrieval system, or transmitted by any means electronic, mechani-

cal, photocopying, recording, or otherwise without written permission

from the publisher. No patent liability is assumed with respect to the

use of the information contained herein. Although every precaution

has been taken in the preparation of this book, the publisher and au-

thor(s) assume no responsibility for errors or omissions. Neither is any

liability assumed for damages resulting from the use of the informa-

tion contained herein.

First Printing: March 1, 2008

Paperback ISBN: 1-60005-077-8 (978-1-60005-077-0)

Place of Publication: Silicon Valley, California, USA

Paperback Library of Congress Number: 2007939873

eBook ISBN: 1-60005-078-6 (978-1-60005-078-7)

Trademarks

All terms mentioned in this book that are known to be trademarks or

service marks have been appropriately capitalized. Happy About®

cannot attest to the accuracy of this information. Use of a term in this

book should not be regarded as affecting the validity of any trademark

or service mark.

Warning and Disclaimer

Every effort has been made to make this book as complete and as

accurate as possible, but no warranty of fitness is implied. The

information provided is on an “as is” basis. The authors and the

publisher shall have neither liability nor responsibility to any person or

entity with respect to an loss or damages arising from the information

contained in this book.

Endorsements for Marketing Campaign Development

“Mike's approach to integrated marketing and his use of program

blueprints are the tools that will keep the spirit of the guerrilla marketer

alive.”

Jay Conrad Levinson, The Father of Guerrilla Marketing, with over

15 million copies sold

“Mike has written a great inspirational ‘how to’ book for busi-

ness-to-business marketers in the Internet age. His examples and

prescriptions really got my creative juices flowing! He shows you how

to focus, align and motivate your executives, your distributed market-

ing professionals, your publicists, and your sales organization (direct

and indirect channels). He explains how you can design holistic, inte-

grated marketing campaigns that address the specific needs of indi-

vidual customers in particular roles in targeted industries. This is

customer-led marketing at its best!”

Patricia B. Seybold, Author, Outside Innovation, The Customer

Revolution, and Customers.com

“A true ‘marketing process’ approach that aligns customers, sales and

marketing for marketplace success. Practical and powerful.”

Don Schultz, Professor, Northwestern University, and author of

the book 'Integrated Marketing Communications'

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