Chapter Overview
Planning a marketing campaign is a lot like being an orchestra conductor. You have to harness a wide range of personalities and skills, getting the best possible performance out of each player. And getting them all to work together to harmonize their efforts, with the whole being greater than the sum of its parts. This chapter offers a seven-step guidebook for the marketing orchestra conductor, going from planning through optimization and reporting.
The Orchestra Conductor
Dealing with a wide range of personalities, some heavy and serious, others flighty and capricious. Following a careful script but adding nuances and subtleties. Balancing the drive to create both artistic and financial success, ...
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