The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles

As technology becomes more prevalent in everyday products and as more people become small business owners, nonmarketing professionals are increasingly finding themselves in traditional marketing roles. The Accidental Marketer: Power Tools for People Who Find Themselves in Marketing Roles is a practical guide for any professional looking to develop effective marketing strategy when they havent done it before. Written by two widely respected marketing professionals who provide over 120 marketing workshops a year to corporate audiences, the book is based on the authors 20+ year quest to understand the specifics of what drives marketing success. The Accidental Marketer follows the approach of the in-person strategy sessions that have been conducted for private clients over the past 35 years by the successful marketing consulting firm, Impact Planning Group. It gives readers a recipe they can use to obtain customer insights, create strategies based on those insights, and execute their initiatives through proper planning and positioning. These tools are straightforward and can be applied immediately to duplicate the successes of the companies spotlighted. The books companion website offers bonus material as well as an assessment to help professionals determine where to focus their reading. Though all of the tools are inter connected, most of the chapters can largely stand on their own to provide immediate help for different marketing strategy needs.