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.
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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
- Individual brand family architecture (P&G as stealth brand)
- Sub-brand architecture (Virgin)
- 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.