Killing Marketing: How Innovative Companies are Turning Marketing Cost Into Profit
By Joe Pulizzi & Robert Rose
Killing your current marketing structure may be the only way to save it!
Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center.
What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself.
Killing Marketing explores how these companies are ending the marketing as we know it – in favor of this new, exciting model.