This is a blog series that I originally wrote as a book back in 2015. Since then I learned a lot more about marketing and my writing skills got better but I think that this can still be a good primer on marketing.

I’m sharing the full text online for free. Each blog post is a chapter. Please send your feedback: growthmarketingmap@gmail.com. If you’d like, get on the email list.

The full table of contents:

GROWTH MAP:

The Missing Guide That Connects Marketing Strategy, Research, and Campaigns

1. Introduction

  • TLDR Version
  • What Could Be Better About Business Literature
  • How Is This Book Different?
  • What Not to Expect
  • Who Is This Book For?
  • How to Use This Book?
  • About the Author

2. Marketing Strategy and Management

  • What is Marketing Strategy?
  • Product-Market Fit
  • Customer Needs vs Product Features
  • Value Proposition or Positioning
  • Business Strategy
    • Sustainable Competitive Advantage
    • Innovator’s Dilemma and Disruptive Technology
    • Network Effects
  • Marketing Management
  • Brand Marketing and Architecture
    1. Individual brand family architecture (P&G as stealth brand)
    2. Sub-brand architecture (Virgin)
    3. Hybrid Architecture (Johnson & Johnson)
  • Naming
  • Pricing
  • Marketing Strategy Checklist
  • A quick recap
  • More on Strategy
  • More on Marketing Management and Careers

3. Business Goals and Growth

  • Marketing Strategy That Hits Business Goals
  • So What is Business Goal?
  • Accounting 101
  • Basic Metrics: Acquisition, Retention, And Virality
  • Growth Model
  • Business Goals + Data = Marketing Goals
  • Customer Lifetime Value
  • Alternative Metrics
    • Marketing Funnel
    • Image Indicators
    • Market Shares
  • A quick recap
  • More on growth

4. Research and Analytics

  • Marketing Research Steps
  • Types of Marketing Research
  • Primary Qualitative Research: Focus Groups and 1:1 Interviews
  • Technical Marketing Research and Analytics Skills
  • Primary Quantitative Research
    • Importance of Random Sample
    • Arranging a Survey
  • Statistical Analysis
    • Regression Analysis
    • Cluster Analysis
    • Conjoint Analysis
    • Causal Research
  • Data Visualization
  • Secondary Research
    • Google Trends
    • Google Correlate
    • Google AdWords: Keyword Planner:
    • Public Datasets
    • Third-party Analytical Reports
  • Forecasting Sales for a New Launch
  • Marketing Analytics
    • Web Analytics
    • Databases and SQL
    • A/B Testing
  • Attribution Models
  • Working with Research Agencies
  • Marketing Research/Analytics Checklist
  • A quick recap
  • More on Data Analysis and Statistics

5. Campaigns and Tactics

  • Marketing Plan
  • Components of Marketing Campaign
  • Marketing metrics
  • Channel Mix
  • Integrated Cross-Channel Campaigns
  • Marketing Channels
    • Display Advertising
    • Search Marketing
    • Direct Marketing: Email, Mail & CRM
    • Inbound Marketing: Blogs, Podcasts, Newsletters, Ebooks and Video
    • Social Media, Communities & User-generated content
    • Video Commercials: Youtube and TV
    • Affiliate Programs
    • Partnerships
    • PR
    • Experiential and Event Marketing
  • Technical Marketing Skills
    • Web Design and Development
    • HTML/CSS
    • JavaScript
    • Wireframing and UX
    • Copywriting
  • Behavioral Economics and Psychology of Marketing
  • Marketing Campaign Checklist
  • A quick recap

This is a blog series that I originally wrote as a book. I’m sharing the full text online for free. Each blog post is a chapter. Please send your feedback: growthmarketingmap@gmail.com. If you’d like, get on the email list.