The Marketing Playbook

Fülszöveg

Build a great game plan for your business with two former stars of the Microsoft marketing team
THE MARKETING PLAYBOOK
Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market John Zagula and Richard long
Every company needs to figure out the best way to beat the competition. What do you do if the other guy is already dominating the market? Should you challenge them head-on or lie low for a while? Should you offer customers high-end features or low-end price? Or both?
During their years at Microsoft, John Zagula and Richard Tong answered such questions so effectively that they helped Microsoft Office and Windows grow from a 10 percent to a 90 percent market share. As venture capitalists, Zagula and Tong have continued to test and perfect their system with hundreds of companies of all sizes and at all stages.
Now they're sharing their best ideas and methods in an easy-to-apply book that will be enormously helpful to marketers in every industry and leaders in... Tovább

Fülszöveg

Build a great game plan for your business with two former stars of the Microsoft marketing team
THE MARKETING PLAYBOOK
Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market John Zagula and Richard long
Every company needs to figure out the best way to beat the competition. What do you do if the other guy is already dominating the market? Should you challenge them head-on or lie low for a while? Should you offer customers high-end features or low-end price? Or both?
During their years at Microsoft, John Zagula and Richard Tong answered such questions so effectively that they helped Microsoft Office and Windows grow from a 10 percent to a 90 percent market share. As venture capitalists, Zagula and Tong have continued to test and perfect their system with hundreds of companies of all sizes and at all stages.
Now they're sharing their best ideas and methods in an easy-to-apply book that will be enormously helpful to marketers in every industry and leaders in every size company.
The Marketing Playbook explains the five basic strategies for a competitive market—the Drag Race Play, the Platform Play, the Stealth Play, the Best-of-Both Play, and the High-Low Play. It illustrates how each play works, how to pick the best one for a given situation, and then how to implement them effectively in the real world.
Just like a great sports coach with a well-designed playbook, managers who read this book will have the tools, tips, and tricks they need to leapfrog market research, craft a smart strategy, motivate their team, and start scoring major points with customers and against the opposition.
John Zagula spent eight years at Microsoft, where he developed the Microsoft Office brand and marketed the desktop and server application product lines.
Richard Tong worked at Microsoft for ten years, serving as the vice president of marketing and business development for Microsoft Windows, Office, and Back Office. Both are venture capitalists with Ignition Partners and live in Seattle, Washington. Vissza