Mary Abbazia / Sean Welham / Spitale
In an era where AI and technology continue to revolutionize industries, professionals with technical backgrounds are increasingly finding themselves in traditional marketing roles. These 'Accidental Marketers' are eager to gain an understanding of how to develop effective marketing strategies. The Accidental Marketer Case Book is the most practical guide available to help inexperienced marketers become proficient quickly. What sets this new Case Book apart is its practicality for today’s marketers. Building on the solid foundation laid by the original book, The Accidental Marketer, the new Case Book delves even deeper into ten of the most pressing questions facing modern marketers today. These include contemporary issues like co-opetition, digital chokepoints (e.g., ’Uber-ization of industries), and the rise of B2B content marketing. Each question unfolds across the ten chapters, using real-world cases. Brimming with innovative ideas, each chapter highlights strategy tools that can be immediately applied to replicate the success of spotlighted companies. Readers have free access to these tools at the end of each chapter via QR codes and URLs. The tools can be used independently or used together to build a strategy. The Case Book draws on practical concepts and tools honed in strategy sessions conducted globally by the authors over the past 30 years. From leading executive programs at esteemed institutions like Columbia University and the California Institute of Technology (Caltech) to private engagements through their consulting firm, Impact Planning Group, authors Mary Abbazia, Tom Spitale, and Sean Welham bring a wealth of hands-on experience across diverse B2B industries. The tools and techniques have been instrumental for tens of thousands of marketers in a variety of industries, including medical devices, pharmaceuticals, industrial products, and financial services. They present a roadmap to glean customer insights, develop differentiated strategies, and execute initiatives with precision. This new Case Book was crafted from the authors’ never-ending quest to discover what drives marketing success in the real world. Whether you’re a returning fan after reading The Accidental Marketer or new to the authors’ works, the Case Book can serve as both a mirror and a window-reflecting timeless truths and offering fresh perspectives.
