Synopses & Reviews
Marketing is not an exact science. Marketing issues are often interpreted, defined, and approached differently by different people, creating the potential for a disconnect in communication. This is particularly true of the client/agency relationship, both sides of which often look at a single marketing issue in radically different ways. Perspectives on Marketing provides both sides of the marketing story. Jason I. Miletsky (CEO, PFS Marketwyse) represents the agency perspective, while Michael Hand (director of consumer promotions, Hershey's) speaks on behalf of the client. Together they provide their expert opinions on more than 100 important topics, including the dynamics of the client/agency relationship, the foundations of brand-building and marketing, campaign execution, evaluating success, and measuring ROI. Books in the Perspectives series are different from any other books on the shelves. Each offers a true 360-degree learning experience that gives readers the opportunity to learn by providing two experts' distinct and often opposing viewpoints on a given topic. The authors have not collaborated; in fact, they have not even read their co-author's submissions. This ensures that you're getting their completely unbiased and unfiltered views. It's a rare chance to get both sides of the story so that you, the reader, can get a more complete understanding of various issues in marketing. Part how-to book and part philosophical debate, Perspectives on Marketing covers all the topics that any skillful marketer would need in order to vastly improve their knowledgebase.
Synopsis
Who's the real marketing expert: the agency or the client? Each has a different approach to what really works and what consumers will respond to. Each approaches marketing strategy from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete. Perspectives on Marketing is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Michael Hand gives the client point of view on topics including the dynamics of the client/agency relationship,what marketing's really about, executing a successful campaign, the best ways to measure results, the best and worst campaigns ever run and a whole lot more. What makes this book different from other marketing books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at marketing as both the client and agency see it, leaving readers with a list of action items and a better understanding of core marketing concepts to dramatically improve their strategies.
Synopsis
Marketing is not an exact science, and marketing issues are often interpreted, defined, and approached differently by different people, creating the potential for a disconnect in communication. This is particular true of the client/agency relationship, which oftentimes looks at a single marketing issue in radically different ways. "Perspectives on Marketing" is a unique spin on the "he said/she said" format, giving both the agency side (Jason Miletsky - CEO, PFS Marketwyse) and the client side (Mike Hand & Director of Sports Marketing, Hershey's) of a number of topics that deal with marketing and the client/agency relationship. It examines over 100 compelling and important marketing issues that marketers deal with on a regular basis, such as how to best measure ROI, how to determine the best means for reaching an audience, and how to craft the most effective message. Each topic is approached from both points-of-view in a conversational, point/counter point style. This unique approach provides a frank, insightful, and enjoyable look into the whole of the marketing process, and helps promote understanding between the marketer and the client.
Synopsis
Who's the real marketing expert: the agency or the client? Each has a different approach to what really works and what consumers will respond to. Each approaches marketing strategy from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete.
Perspectives on Marketing is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Michael Hand gives the client point of view on topics including: The dynamics of the client/agency relationship
The foundations of marketing - what marketing's really about
Executing a successful effort
The best ways to measure results
The best and worst campaigns ever run
What makes this book different from other marketing books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at marketing as both the client and agency see it, leaving readers with a list of action items and a better understanding of core marketing concepts to dramatically improve their strategies.
About the Author
Jason is the founder of PFS Marketwyse, helping companies bridge the gap and widen their reach through smart, effective use of online and offline channels in B2C, B2B and B2E environments. Jason is the CEO and creative director of the company, overseeing campaign concept development, e-marketing efforts and video production. Jason is also the author of five textbooks. In addition, Jason has taught college classes on advertising and marketing, and has been a guest speaker at numerous seminars and conferences, providing expert insight on marketing campaign development, advertising and the power of the Web for branding purposes.Michael Hand is the Director of Consumer Promotions, Hispanic and Sports Marketing at The Hershey Company based in Hershey, Pennsylvania. During his fifteen years in the marketing arena, he has worked at some of the world's largest consumer marketing companies in a variety of functions. His career path has led him from the world of product introductions at BMW of North America to licensing and promotions at M&M/Mars, onto media operations and advertising development at General Motors before spearheading retail strategy and brand activation at the Miller Brewing Company. Hand has been recognized by the In-Store Marketing Institute as a "Person to Watch" for his role in retail brand building and he has been a featured speaker on connecting with the US Hispanic population for the American Marketing Association and Sports Sponsorship Symposium. Michael is a former student-athlete at Colgate University and has served on the Board of Directors for the American Liver Foundation in Wisconsin. He currently resides in central Pennsylvania with his wife and three children.
Table of Contents
PART ONE: THE CLIENT/AGENCY RELATIONSHIP --Should creative be developed more for the market, or for the person who signs off on it? --How hard should an agency fight for a concept they believe in, when the client doesn't? --How many rounds of changes should an agency provide before charging the client? --Is it inappropriate for a client to ask multiple agencies to work together on one marketing effort? PART TWO: DEVELOPING THE CAMPAIGN --When is it better to be more direct than conceptual? --Is consumer testing of a campaign prior to launch really worthwhile? --How often should creative be evolved, tweaked and altered to keep it fresh? PART THREE: SUCCESS AND RESULTS --What is the best way to measure the ROI of a campaign? --How long should a campaign be allowed to continue without succeeding before the plug is pulled, and what should that judgment be based upon? --Can either the client or the agency be trusted to measure the success of a marketing campaign, or is that always best left to an independent entity?