Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit

Killing your current marketing structure may be the only way to save it!

Two of the world’s top marketing experts reveal the next level of breakthrough success―transforming your marketing strategy into a standalone profit center.

What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself.

Killing Marketing explores how these companies are ending the marketing as we know it―in favor of this new, exciting model. 

Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to:

* Transform all or part of your marketing operation into a media company

* Integrate this new operation into traditional marketing efforts

* Develop best practices for attracting and retaining audiences 

* Build a strategy for competing against traditional media companies 

* Create a paid/earned media strategy fueled by an owned media strategy

Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell―and monetize it directly. 

Killing Marketing rewrites the rules of marketing―enabling you to make the kind of transition that turns average companies into industry legends. 

殺死你目前的行銷結構可能是拯救它的唯一方法！

兩位世界頂尖的行銷專家揭示了突破性成功的下一個層次 - 將你的行銷策略轉變為獨立的利潤中心。

如果我們目前所知的一切關於行銷都是束縛我們的原因，那該怎麼辦？在過去的二十年裡，我們看到整個世界改變了購買和忠誠於品牌的方式。但是，行銷部門仍然在遵循75年來一直遵循的以活動為中心、以產品為導向的運作模式。全球最具創新力的公司通過徹底改變他們的方法，取得了卓越的行銷成果。通過使用自有媒體和巧妙運用內容為客戶創造價值，這些企業大幅提高了客戶忠誠度和收入。其中一些公司甚至邁出了更大的一步，建立了一個實際上能夠自給自足的行銷功能。

《殺死行銷》探討了這些公司如何結束我們所熟悉的行銷方式，轉而採用這種新的令人興奮的模式。

《殺死行銷》提供了您理解這些破壞性力量的見解、方法和示例，將您的行銷從成本中心轉變為創造收入的方式。這本書為在您的組織內徹底轉變行銷目的提供了論據。內容行銷學院的Joe Pulizzi和Robert Rose展示了領先公司如何銷售推動其行銷策略的內容。您將學到如何：

* 將您的行銷運作全部或部分轉變為媒體公司
* 將這種新的運作模式與傳統行銷努力整合
* 建立吸引和保留觀眾的最佳實踐
* 建立與傳統媒體公司競爭的策略
* 創建由自有媒體策略推動的付費/獲得媒體策略

紅牛、強生、迪士尼和Arrow Electronics在十年前被認為是不可能的事情上取得了成功。他們繼續像以往一樣行銷他們的產品，通過他們以內容為驅動的、建立觀眾的倡議，他們在日常銷售的產品之外創造價值 - 並直接實現價值。

《殺死行銷》重新撰寫了行銷的規則 - 讓您能夠進行那種轉變，將平庸的公司變成行業傳奇。