{"product_id":"the-marketing-high-ground-j-michael-gospe-jr-9781456439804","title":"The Marketing High Ground: The essential playbook for B2B marketing practitioners everywhere","description":"\u003cb\u003eSales has their playbook. Now B2B marketers do too  This is the one guidebook each member of the marketing team should read and master.\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e \u003ci\u003e\u003cb\u003eThe Marketing High Ground\u003c\/b\u003e\u003c\/i\u003e is about three things and how to do them well: building and evaluating \u003ci\u003epersonas, positioning statements, and messaging\u003c\/i\u003e. Packed with practical and powerful advice, templates, and techniques this playbook is a valuable resource that guides marketers to dramatically improve their go-to-market programs and drive revenue. \u003cp\u003e\u003c\/p\u003e There are a lot of marketing books out there that talk a good story. This one actually \u003ci\u003eshows\u003c\/i\u003e marketers how to make a real difference. This action-oriented show-and-tell book focuses on how to build and execute more effective integrated marketing campaigns. Gospe illustrates the path to the high ground through three key steps: 1) creating a \u003cb\u003etargeted persona\u003c\/b\u003e as a reflection of a real target market, 2) drafting \u003cb\u003ecompelling positioning statements\u003c\/b\u003e that are truly unique when compared against competitive alternatives, and 3) \u003cb\u003etelling your story\u003c\/b\u003e through a well-honed set of relevant messages guaranteed to engage the persona and not waste their time. Taken together, these three best practices will put you in tune with \u003cb\u003eyour customers' buying process\u003c\/b\u003e. This book shows you how, with lots of examples, descriptions, and a prescription for success. Whether you work at a large enterprise, a start-up company, or a family run business, these best practices are essential for driving successful product launches and executing integrated marketing campaigns that drive sales.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e J. Michael Gospe Jr\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1456439804\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781456439804\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Createspace Independent Publishing Platform\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/29\/2011\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 206\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.54lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.50h x 5.51w x 0.44d","brand":"J. Michael Gospe Jr","offers":[{"title":"Paperback","offer_id":44365229523199,"sku":"9781456439804","price":19.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_7b96e823-298f-4484-8ddd-90d652421422.jpg?v=1697057353","url":"https:\/\/www.whiterainbookhouse.com\/products\/the-marketing-high-ground-j-michael-gospe-jr-9781456439804","provider":"WR Book House","version":"1.0","type":"link"}