January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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OUR OFFERING MUST ATTRACT THE LARGEST AUDIENCE POSSIBLE
If the essence of strategy, as the business academic Michael Porter once stated, is ‘choosing what not to do’ [1], then many businesses don’t have a marcom strategy at all. In any market there is the ‘Total Addressable Market’, that is the overall revenue opportunity available if 100 per cent market share is achieved [2].
So, three IT engineers, starting a new business, may assess the Total Addressable Market as any enterprise that has IT requirements throughout the world. Of course, these three engineers have no scope to service a global market. Consequently, they may decide that realistically they can only service organizations within a 50-mile radius of their offices. This ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.