The Professional Marketer Author:Tim Matthews Distilled from a career in the marketing trenches, a complete guide to the essential skills every marketer needs to master. — If you work as a marketer, or hope to become one, you have a lot to know. The Professional Marketer is your guide book. — The Professional Marketer is organized into six sections, starting with marketing strategy, moving... more » on to awareness, then to demand generation, working with direct sales and channel partners, and ending with concepts key to running a marketing department. Section 1 - Marketing Strategy and Science - Peter Drucker, The Four Ps, Ted Levitt, Crossing the Chasm; Positioning and the Brand; Market Segmentation; Marketing Planning Section 2 - Getting the Word Out - Public Relations; The Press Release; Social Media and WOM Marketing; Product Reviews, Case Studies, Awards, Studies/SurveysSection 3 - Building Demand - Direct Marketing; Marketing Lists and Databases; Leads Opportunities and the Funnel; Events; Advertising Section 4 - Arming Sales - The Website; Collateral and Other Assets; Speaking and Presentations; Sales Training and Enablement Section 5 - Marketing via Channels - Marketing and Selling through a Channel; Partner Programs Section 6 - Marketing Management - Test and Measure; Showing Results - ROMI, Dashboards and other Metrics; Marketing Budgets; The Marketing Department Each of the 23 chapters covers a key marketing discipline and is designed to be self-contained. Most include a case study. For the ambitious, it includes a reading list of the author's favorite works, and delves into marketing history to shed light on key ideas many marketers take for granted, like:Who wrote the first press release?Why do we call it 'boilerplate'?Who held the first focus group?Why are they called 'white papers'?What's a 'tsotchke' and how do you pronounce it? « less