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Marketing for CEOs Death or Glory in the Digital Age Ben Legg Jon Cook 9780692669297 Books

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Adparlor CEO Ben Legg, a veteran of McKinsey, Coca-Cola and Google and one of the sharpest, most innovative minds in digital marketing, delivers a smart, irreverent manifesto sure to put the fear of God into most Chief Marketing Officers! Marketing for CEOs may be compact in length, but it's long on ideas and informed opinions about what works and doesn't work in today's digital marketing world.What worksDirectly linking marketing activities to the creation of shareholder value, customer lifetime value, an iterative creative process where lots of ultra-targeted ads are created and tested in real time, systematically ferreting out inefficiency, testing your CMO to see if he or she has the digital marketing chops to get the job done.
What doesn't workMost CMOs, CEOs who ignore their role as "brand stewards", using customer data in ways that are creepy or invasive, and CMO/ Chief Information Officer turf wars, among other things.
Marketing for CEOs is packed with insights from one of the leading intellects in the ever-changing world of digital marketing and branding. Whether you're in the C-suite or just aspire to be one day, if you want to know how the digital marketing revolution will shape the future, read this book. If you want to know how to run a lean marketing operation that runs smoothly and outsources wisely, read this book. If you want to know how to hire the perfect CMO for your organization--or if the one you have is actually pretty good--start reading.
And if you're a Chief Marketing Officer, read it before your CEO does. The job you save might be your own.

Marketing for CEOs Death or Glory in the Digital Age Ben Legg Jon Cook 9780692669297 Books

This book is a wonderful "what am I looking for and how do I actually measure my Marketing team" primer. We don't all have time for MBA course books. That's why I love this book. It's like a cheat sheet filled with the stuff I need and none of the fluff you find in other books! I'm also appreciative of the clear strategies that the author lays out. It's both insightful and straightforward. So glad I read this one.

Product details Paperback 148 pages Publisher Marketing for CEOs; 1 edition (April 11, 2016) Language English ISBN-10 0692669299

Tags : Marketing for CEOs: Death or Glory in the Digital Age [Ben Legg, Jon Cook] on Amazon.com. *FREE* shipping on qualifying offers. Adparlor CEO Ben Legg, a veteran of McKinsey, Coca-Cola and Google and one of the sharpest, most innovative minds in digital marketing,Ben Legg, Jon Cook,Marketing for CEOs: Death or Glory in the Digital Age,Marketing for CEOs,0692669299,BUSINESS & ECONOMICS Marketing General
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Marketing for CEOs Death or Glory in the Digital Age Ben Legg Jon Cook 9780692669297 Books Reviews

Ben Legg presents a compelling logic to modern marketing and communications that will allow even the least marketing-savvy leaders in industry with an obvious rubric to follow. Ben is simply bringing to life informed decision-making in a competitive world and does so in straight-forward language. Recognising and understanding your target audience and having the wherewithal to measure effect is an easy concept to grasp. Having the right individuals in your organisation who can take the analysis forward and deliver sustainable, strategic effect through insight, targeting, creativity and evaluation is the tricky part. This book is a concise primer and has much broader utility than marketing in many ways. It nails down how we should be informing commercial decisions into the future to get the best bang for the buck.
Should you fire your chief marketing officer (COO)? Read this book first.

Learn from someone who’s been there, done that. Ben Legg was instrumental in writing the blueprint for how Google monetized its various consumer products (search, display, YouTube, etc.) As COO of Google - Europe, he helped countless company marketing and eCommerce teams navigate the new digital world. (He's now CEO of Adknowledge.)

Today's CEOs are marketing their products and services to a audience who lives on the web, downloads their video programs, and coordinates everything through their cell phones. He begins by describing how everything is different now. Marketing to digital outlets has new opportunities for tracking and personalizing customer messages. Customer contact database management is critical.

The CEO must coordinate, motivate and lead the IT, sales and marketing groups. From ROI, to advertising agencies, to evaluating your current CMO's performance and to how to hire a CMO, in 148 pages you will find the nitty-gritty that CEOs need to effectively market in the digital age.
This book was ok.
Full of digital marketing tidbits.

This book is a preferred read for not just CEO’s or CMO’s, but for anyone who does marketing/advertising for a business.

I would also recommend any university or college to add this to the must reads for their marketing courses.

Here is why I enjoyed this book
 It’s an easy read. Right to the point.
 The Author has a great personality – it’s fun to read.
 This book brings fundamental marketing to modern times.
 Understand the lifetime value of your customers, and learn to know who they are.
 Learn how to connect the CEO with Marketing Team, Data Junkies, Deep Bean Llamas and Product Dabblers.
 Know what 50% of your advertising dollars is wasted.

I look forward to reading Ben Legg’s next book.

Enjoy,
A quick read packed with useful frameworks and how-to guides that let you get the best from your marketing investments.
Great book for any C-level executive to read. Its short, precise and touches every aspect of a company's structure when it comes to integration and collaboration. I would recommend this book as a must-read for anyone who is considering a career in marketing.
Traditional media such as TV, Radio and Print are on their way out. The future of marketing and advertising is online. This book is a great primer on what it means to be a marketer in the digital age. The 120 odd pages in this book are packed with information about digital marketing strategies, challenges, metrics and technologies. If you want to learn about digital marketing and ad tech from an industry veteran, this is the book for you.
This book is a wonderful "what am I looking for and how do I actually measure my Marketing team" primer. We don't all have time for MBA course books. That's why I love this book. It's like a cheat sheet filled with the stuff I need and none of the fluff you find in other books! I'm also appreciative of the clear strategies that the author lays out. It's both insightful and straightforward. So glad I read this one.