The New Rules of Marketing & PR
The New Rules of Marketing & PR: David Scott Meerman, 3nd edition. . : John Wiley & Sons, Hoboken, N.J. c2011. ISBN:9781118026984
How it's Used: The New Rules of Marketing & PR to profile the key buyer roles within your customers. This book has excellent and sometimes controversail ideas for how to build and manage maketing and PR channels. Lots of good how-to information. I primarily use this for the marketing strategy elements, but there is a ton of great info and insights! Check out the numerous other free items Scott offers on his website for download.
Download the Marketing Strategy Tool by clicking here.