Marketing Strategy - 2nd Edition by Jenna Tiffany (Paperback)

About the Book

Create an effective marketing strategy with this step-by-step resource to building an action plan, determining your competitive advantage and measuring success.

Book Synopsis

WINNER: The BookFest Spring Book Awards 2022 - Marketing category (first edition)
WINNER: Business Book Awards 2022 - Sales & Marketing category (first edition)
How can senior marketing leaders develop and implement a proven strategy to deliver measurable results?

Marketing Strategy offers a clear, authoritative framework designed for senior professionals seeking to lead with confidence in a rapidly evolving marketing landscape. In this new edition, Jenna Tiffany incorporates the latest insights on Generative AI and features expert perspectives from global brands like Disney. It provides proven strategic models and tools for informed decision-making, helping leaders navigate governance, financial impact and industry trends to deliver sustained business growth.

You'll learn how to:
- Master key models to analyze the marketing environment strategically
- Implement adaptable frameworks across industries with step-by-step guidance
- Leverage real-world examples and expert interviews for actionable insights
- Measure and optimize marketing success using data-led decision making
- New to this edition: Generative AI, new real-world examples and perspectives, online resources - PowerPoint slides

Developed for senior marketing executives, this guide equips you to lead strategy development that aligns with organizational goals and delivers clear ROI.

Themes include: Strategic models, Leadership, Data-led decision making, Financial impact, Industry trends

Review Quotes

"If I were to reference a credible source and a marketing practitioner, then Jenna Tiffany's contribution to our community of practice would be top of the list."-- "William Ang'awa, Senior Lecturer in Marketing and Enterprise, Faculty of Business, Law and Tourism, University of Sunderland"

"This book offers a clear overview of what marketing is and how important it is to define a strategy. It brings high-end methodology to work on it and describes the latest challenges marketers are facing. Essential reading for any serious marketers."-- "Jean-Pascal Amblat, Head Manager Owned Channels & CRM, AirFrance"

"Marketing Strategy is an indispensable guide for anyone looking to elevate their marketing efforts from tactical execution to award-winning, boardroom-level strategy. Jenna Tiffany's clearly illustrated practical framework, rooted in both timeless principles and modern best practices, makes this book essential reading for leaders determined to drive sustainable growth and navigate the complexities of today's dynamic market."-- "Chris Daly, Chief Executive, CIM"

"A key marketing strategy manual to accompany you from the classroom to the boardroom."-- "Rachel Aldighieri, CEO, DMA (Data & Marketing Association)"

"A refreshingly practical guide that puts strategy (not just tactics) back at the heart of marketing. Smart, current and genuinely useful-especially for anyone starting out."-- "Jan Hofman, Consumer Experience Lead"

"I love this updated version of Jenna Tiffany's excellent Marketing Strategy textbook. It's the only book I've found that addresses the impact artificial intelligence is having on marketing strategy and what to do about it. Adding it to my capstone required reading list!"-- "Tom Elmer, Marketing Professor, West Chester University of Pennsylvania"

"Marketing strategy, Jenna just gets it! This book is a testament to her unique approach to working; whether it's building from scratch or re-evaluating a current strategy, it's all about generating results. The interviews with real-life marketers add a unique layer and sprinkles added flavour, colour and relevance to an already insightful and practical read - a must for anyone looking to challenge or reaffirm what they're already doing."-- "Gavin Laugenie, Enterprise Customer Success Manager, Dataiku"

About the Author

Jenna Tiffany, based in London, UK and Lisbon, Portugal is Founder and Strategy Director at marketing agency Let'sTalk Strategy and is recognized as one of the top 50 marketers to follow in the world. A Chartered Marketer and awarded fellow of the IDM, she has worked with brands such as Shell, Hilton and World Duty-Free, and is an elected member of the prestigious DMA UK Email Marketing Council. Jenna Tiffany is also an international conference speaker, qualified teacher and a thought-leader on marketing trends.