This action-oriented show-and-tell book focuses on how to build and execute more effective integrated marketing campaigns. Gospe illustrates the path to the high ground with three key steps: 1) creating a targeted persona as a reflection of a real target market, 2) drafting compelling positioning statements that are truly unique when compared against competitive alternatives, and 3) telling your story through a well-honed set of relevant messages guaranteed to engage the persona and not waste their time. Taken together, these three best practices will put you in tune with your customers’ buying process. This is essential for driving successful product launches and executing integrated marketing campaigns that produce results.

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