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Killing Marketing – Joe Pulizzi

Killing Marketing – How Innovative Businesses Are Turning Marketing Cost Into Profit.

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.

Editorial Reviews

“Joe and Robert take us, once again, to the bleeding edge of marketing . . . but importantly help us understand how to stay there. Their bold thinking, matched only by their bold personali- ties, jumps off of each page.”
―Jonathan Mildenhall, Chief Marketing Officer, Airbnb

“Sometimes the manual needs to be thrown out the door. This book rewrites the rules of marketing, putting content front and center to create value and brand loyalists. Push the envelope, change the approach, and don’t be afraid to be disruptive.”
―Jeffrey Hayzlett, primetime TV and radio host, speaker, author and part-time cowboy

“Pulizzi and Rose have unlocked the puzzle of what marketing should be in the 21st century. Their focus on the two key elements, customers and the income flows those customers create, turns traditional product marketing thinking on its head.”
―Don Schultz, Professor Emeritus of Service, Northwestern University’s Medill School

“Loaded with ideas to turn content marketing into profit centers. Read it and you’ll become a believer, as I have.”
―Al Ries, co-author, Positioning: The Battle for Your Mind

“World renowned marketing experts Pulizzi and Rose partner to author prescriptive advice to help marketing executives transcend purchased media and ascend to owned media prominence.”
―Kathy Button Bell, Senior Vice President and Chief Marketing Officer, Emerson

“Killing Marketing is the senior executive handbook for what the marketing function should always have been and now can be.”
―Stephanie Losee, Head of Content, Visa Corporate Communications, from the Foreword

“Killing Marketing will challenge you to look beyond your known toolkit and change the structure of strategy that will fundamentally and profitably reshape the purpose of marketing in business.”
―Timothy McDonough, Vice President Global Brand Marketing, Moen Incorporated

“Killing Marketing is a controversial idea. But controversial marketing is exactly what is needed to profit successfully in the killing crossroads of traditional and new age business.”
―Raj Munusamy, Vice President, Content Marketing & Messaging, Schneider Electric

“Imagine marketing as a profit center, not a cost center. Sound crazy? Nope. This is the blueprint you need to flip marketing on its head, drive innovation, and claim your spot as a business leader.”
―Ann Handley, Wall Street Journal bestselling author & Chief Content Officer, MarketingProfs

“Killing Marketing brilliantly demystifies the full implications of content as a pre-eminent force in customer experience and business transformation in the post-Internet era.”
―Carlos Abler, Global Content Marketing & Strategy Lead, 3M

“Buy this book and transform where the marketing budget lives on the balance sheet!”
―Rebecca Lieb, Analyst, Advisor and author of Content: The Atomic Particle of Marketing

“RIP marketing. It’s been real. Killing Marketing just put the final nail in your cost center coffin.”
―Jason Miller, Global Content Marketing Leader, LinkedIn

About the Author


Joe is an entrepreneur, speaker, author, and podcaster. He’s the founder of multiple startups, including the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the fastest growing business media company by Inc. magazine in 2014 and 2015. He began using the term “content marketing” back in 2001, now the fastest growing internet marketing industry.

Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s third book, Epic Content Marketing was named one of “Five Must Read Business Books of the Year” by Fortune Magazine. His fourth book, Content Inc., has been a top direct marketing best-seller since September of 2015. Joe has also co-authored two other books, Get Content Get Customers and Managing Content Marketing. Joe has spoken at more than 400 locations in 16 countries advancing the practice of content marketing.


For more than 20 years, Robert has been helping marketers tell their story more effectively through digital media. Over the last five years, Robert has worked with more than 500 companies of all sizes, including 15 of the Fortune 100. He’s provided strategic marketing advice and counsel for global brands such as Capital One, Dell, Caterpillar, Hewlett Packard, Microsoft, The Bill & Melinda Gates Foundation and UPS. Robert is currently the Chief Strategy Officer for The Content Advisory, the education and consulting group for The Content Marketing Institute.
Robert’s second book – Experiences: The Seventh Era of Marketing is a top seller and has been called a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” His first book, Managing Content Marketing, also written with Joe Pulizzi, spent two weeks as a top ten marketing book on Amazon.com and is generally considered to be the “owners manual” of the Content Marketing process.

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