Publisher's Synopsis
Your Guide to Simplifying Marketing in Today′s Complex World
It was the best of times, it was the worst of times. Charles Dickens wasn′t writing about marketing today but he could have been. New forms of media allow us to connect with more people, more easily and economically than ever before. We can build direct relationships and deliver enormous value. And yet our budgets are tighter than ever, not to mention the fact that we′re distracted by all of the "shiny new things" online. Marketers are more frustrated than ever.
The Scrappy Marketing Handbook helps you seize this unprecedented opportunity in marketing history without squandering both your budget and your sanity. With the scrappy mindset, you′ll learn how to do more with less by thinking and acting like an underdog and finding inspiration in surprising places. Scrappy is a spirit determined to simplify marketing in today′s complex world.
The Scrappy Marketing Handbook is an insightful and practical guide designed to help small business owners, marketers, and managers:
- Demystify digital marketing—including social media and content creation.
- Ground campaigns with a strategy that lays a foundation for action.
- Integrate digital and non–digital marketing touch points in a meaningful way.
- Build a strong brand with something to say.
- Measure what matters.
Written by two of the most recognized and influential authorities in the field, this book provides both guiding philosophies and practical how–tos. Featuring insightful stories from scrappy brands both small and large, The Scrappy Marketing Handbook leads you on a journey to create marketing that is smart, scrappy, and simple. The result is a reliable, repeatable system for reinventing your marketing as marketing reinvents itself.
