Category: Alumni Authors

Title:Strategy First, Then Tactics.®: How Practical Marketing Discipline Provides the Winning Edge

Author: Harvey Chimoff (C'87)
Date Published: November 14, 2022

Global marketing executive Harvey M. Chimoff makes the case for practical marketing discipline, writing from his perspective as a marketing leader operating on the business front lines to deliver profitable sales and growth.

The concept of marketing discipline is a fundamental criterion of success. Yet, the fascination with shiny new tactics, and the relentless pressure to be fast, means that the discipline part of marketing can get lost in the wash. That’s a problem. Marketing discipline means taking the necessary time to do your homework and get prepared. If you don’t want to put in the thinking on the front end, don’t expect good results. It’s that simple.

Marketers should find this book helpful for their day-to-day operations. Those in early stages of their careers may gain learning, while experienced marketers may see the benefit more in terms of refresher and reminder. At the same time, the principles, philosophies, pointers, and recommendations may be even more valuable to non-marketing leaders such as general managers, business unit heads, and sales and finance chiefs.

(StratGo Marketing, 2022)

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