Marketing Campaign Development: What Marketing Executives Need to Know About Architecting Global Integrated Marketing Campaigns Review

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(More customer reviews)This is more than an excellent book, it is also a practical and easy-to-use "tool kit" to help the reader develop complex company-wide marketing campaigns successfully. Mike starts with the basics: marketing campaign terminology, roles and responsibilities, establishing campaign objectives and schedules. He provides examples of agendas for key meetings, and suggestions for who should be invited to attend each. He provides templates for key planning documents, slide presentations, and campaign timelines. Gospe describes how to build the program blueprints critical for success, how to manage campaign budgets, and even how to overcome objections from the inevitable nay-sayers in many organizations. Throughout the book Gospe provides real-life examples of marketing campaigns he has planned.
As a bonus, Gospe also provides a website from which to download the templates, program blueprints, and a comprehensive integrated marketing plan slideset template. There are a lot of good ideas in this very complete and comprehensive book. An excellent value for a very reasonable price.


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This book is a practical, pragmatic "how to" book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you fill find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques.
This book is your guide that will show you how you can optimize your marketing efforts and achieve an even greater return on your marketing investment.
While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: "I'm over-worked don't have the time to think strategically" or "Planning is overrated. I just need to get these projects done." As a result, we take short-cuts like "ready, fire, aim." Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results.
Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.

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