Killing Marketing

The case that marketing can earn money rather than spend it comes from Joe Pulizzi and Robert Rose, both of the Content Marketing Institute. Buying habits and brand loyalty have changed over two decades, they write, while marketing departments still run the campaign-centric, product-led model they have used for 75 years. The authors describe companies that raised loyalty and revenue by creating value for customers through owned media and content, and some whose marketing function now pays for itself; some even sell their content. Topics include turning a marketing operation into a media company, attracting and keeping audiences, and competing with established media businesses. Red Bull, Disney, Arrow Electronics and Johnson & Johnson are among the examples.

Drew McLellan, founder of McLellan Marketing Group, named it among the books he would suggest to young people interested in his career path.