The Marketing Playbook

Book Name : The Marketing Playbook_x000D_
Five Battle-Tested Plays for Capturing and Keeping the Leadin Any Market

By by John Zagula, Rich Tong

Sub Title : Five Battle-Tested Plays for Capturing and Keeping the Leadin Any Market

Written by : by John Zagula, Rich Tong

Subject Category : Economics

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about this book

Every company needs to figure out the best way to beat the competition. What do you do if the other guy is already dominating the market? Should you challenge them head on or lie low for a while? Should you offer customers high-end features or a low-end price? Or both? During their years at Microsoft, John Zagula and Richard Tong answered such questions so effectively that they helped Microsoft Office and Windows grow from a 10 percent to 90 percent market share. As venture capitalists, Zagula and Tong have continued to test and perfect their system with hundreds of companies of all sizes and at all stages. Now they’re sharing their best ideas and methods in an easy-to-apply book that will be enormously helpful to marketers in every industry and leaders in every size company. The Marketing Playbook explains the five basic strategies for a competitive market—The Drag Race Play, The Best of Both Play, The High-Low Play, The Platform Play, and The Stealth Play. It illustrates how each one works, how to pick the best one for a given situation, and then how to implement it effectively in the real world. Just like a great sports coach with a well-designed playbook, managers who read this book will have the tools, tips, and tricks they need to leapfrog market research, craft a smart strategy, motivate their team, and start scoring major points with customers and against the opposition. Penguin Publishing Group; October 2004 ISBN 9781440684975 Read online, or download in secure EPUB format Title: The Marketing Playbook Author: John Zagula; Rich Tong Imprint: Portfolio Subject categories Economics > Commerce Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Professions and Applied Sciences ISBNs 1440684979 9781591840381 9781440684975 About The Author John Zagula spent eight years at Microsoft, where he developed the Microsoft Office brand and marketed the desktop and server application product lines. Richard Tong worked at Microsoft for ten years, serving as VP of marketing and business development for Microsoft Windows, Office, and Back Office. Both are venture capitalists with Ignition Partners.

About The authore

Richard Tong worked at Microsoft for ten years, serving as VP of marketing and business development for Microsoft Windows, Office, and Back Office. Both are venture capitalists with Ignition Partners.

Related subjects

Economics - Commerce Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Professions and Applied Sciences

ISBN

1440684979 - 9781591840381 - 9781440684975

In The Press:

John Zagula spent eight years at Microsoft, where he developed the Microsoft Office brand and marketed the desktop and server application product lines.

Imprint

Portfolio