{"product_id":"marketing-strategy-step-by-step","title":"Marketing Strategy, Step by Step for 2027","description":"\u003cp class=\"bsbs-lead\"\u003eDecide where your marketing time and money should go, from customer insight and segmentation to positioning, budget, channels and a plan you can measure.\u003c\/p\u003e\n\u003ch3\u003eWho it's for\u003c\/h3\u003e\n\u003cp\u003eMarketing managers, founders, general managers, consultants and students who want a practical method rather than a theory course. The book stays at the level of strategy; running individual digital channels, building a brand identity and setting prices are covered in other titles in the series.\u003c\/p\u003e\n\u003ch3\u003eWhat you'll learn\u003c\/h3\u003e\n\u003cul\u003e\n\u003cli\u003eRun focused customer interviews and write sharp insight statements, drawing on the jobs-to-be-done idea popularised by Clayton Christensen\u003c\/li\u003e\n\u003cli\u003eSummarise your market with a 5C analysis and estimate its size from the top down and the bottom up\u003c\/li\u003e\n\u003cli\u003eSegment your market, score each segment on attractiveness and your ability to win, and choose primary and secondary targets\u003c\/li\u003e\n\u003cli\u003ePosition against competitors with Urbany and Davis’s three circles, Kevin Lane Keller’s points of parity and difference, a perceptual map and Geoffrey Moore’s positioning statement\u003c\/li\u003e\n\u003cli\u003eDesign a consistent mix with E. Jerome McCarthy’s 4Ps and Booms and Bitner’s 7Ps, and find the funnel stage that holds growth back\u003c\/li\u003e\n\u003cli\u003eBuild the budget from objectives and tasks, choose paid, owned and earned channels with a message house, and write the plan with PR Smith’s SOSTAC\u003c\/li\u003e\n\u003cli\u003ePlan launches with Everett Rogers’ adopter categories, and measure effectiveness with CAC, ROMI and Les Binet and Peter Field’s work on brand building and activation\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eWhat's inside\u003c\/h3\u003e\n\u003cul\u003e\n\u003cli\u003e87 pages, 12 chapters\u003c\/li\u003e\n\u003cli\u003eEach chapter gives you key concepts, a step-by-step method, an illustrative example from a fictional UK organisation, a ready-to-use tool, common mistakes, a recap of the key steps and a short exercise to try this week\u003c\/li\u003e\n\u003cli\u003eWorked examples from fictional UK organisations, including a group of veterinary clinics, a payroll software firm and an outdoor clothing brand\u003c\/li\u003e\n\u003cli\u003eA tool in every chapter, including the customer insight statement template, 5C situation summary, segment profile card, positioning statement template, message house and marketing effectiveness scorecard\u003c\/li\u003e\n\u003cli\u003eA 30-60-90 day plan with checklists, a one-page marketing plan to fill in, and a glossary\u003c\/li\u003e\n\u003cli\u003ePDF in A4 format — read on screen or print\u003c\/li\u003e\n\u003cli\u003eInstant download after purchase\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eContents\u003c\/h3\u003e\n\u003col\u003e\n\u003cli\u003eStarting with Customer Insight\u003c\/li\u003e\n\u003cli\u003eAnalysing Your Market Situation\u003c\/li\u003e\n\u003cli\u003eSegmenting Your Market\u003c\/li\u003e\n\u003cli\u003eChoosing Where to Compete\u003c\/li\u003e\n\u003cli\u003ePositioning Against Competitors\u003c\/li\u003e\n\u003cli\u003eDesigning the Marketing Mix\u003c\/li\u003e\n\u003cli\u003eMapping the Marketing Funnel\u003c\/li\u003e\n\u003cli\u003eSetting Objectives and the Marketing Budget\u003c\/li\u003e\n\u003cli\u003eChoosing Channels and Messages\u003c\/li\u003e\n\u003cli\u003eWriting the Marketing Plan\u003c\/li\u003e\n\u003cli\u003eGrowing Products Through Their Life Cycle\u003c\/li\u003e\n\u003cli\u003eMeasuring Marketing Effectiveness\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003ch3\u003ePart of The Business Library\u003c\/h3\u003e\n\u003cp\u003eThis title is one of the 55 ebooks in \u003ca href=\"\/products\/the-business-library\"\u003eThe Business Library\u003c\/a\u003e, available together for £109 (worth £1,437 if bought separately: the total of the individual prices of the included titles in our store). It is also included in \u003ca href=\"\/products\/the-ultimate-business-bundle\"\u003eThe Ultimate Business Bundle\u003c\/a\u003e, which adds 8 checklists and toolkits and 10 workbooks — all 73 products for £147.\u003c\/p\u003e","brand":"Business Step by Step","offers":[{"title":"Default Title","offer_id":59143564230988,"sku":"BSBS-15","price":36.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1101\/3147\/8860\/files\/bsbs-15-marketing-strategy-step-by-step-3d.jpg?v=1791672064","url":"https:\/\/businessstepbystep.co.uk\/products\/marketing-strategy-step-by-step","provider":"Business Step by Step","version":"1.0","type":"link"}