Marketing Strategy

Implementing and Measuring a Successful Marketing Strategy

Jenna Tiffany

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English

Kogan Page Ltd
03 October 2025

Business strategy; Sales & marketing

WINNER: The BookFest Spring Book Awards 2022 - Marketing category (first edition)

WINNER: Business Book Awards 2022 - Sales & Marketing category (first edition)

To see top marketing results in your organisation, you need a strategy. Creating a marketing strategy is essential to optimizing success within the marketing industry. Learn how to create and implement an effective framework with this highly awarded, easy-to-follow guide.

This new edition of Marketing Strategy covers essential topics, from why strategy is important and how to create it, to how to implement it and measure its success. It features new content on the advancement of Generative AI and how to use it, and fresh and updated real-world examples perspectives from international brands such as Disney. The book explores the key models and frameworks that can be used to analyze the marketing environment, and offers information on segmentation, targeting and positioning. Importantly, it will outline some of the key challenges likely to crop up and gives pre-emptive tools for avoiding them.

Marketing Strategy takes a highly practical approach. Chapters are supported by short tasks and templates to complete throughout, to cement the reader's understanding of the concepts discussed. Put together, these tasks create an easy to follow, step-by-step plan for creating a marketing strategy. The framework is adaptable and can be applied to any industry or business. Marketing Strategy also includes online resources to support further learning of content.

By: Jenna Tiffany
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Edition: 2nd Revised edition
Dimensions: Height: 234mm, Width: 156mm, Spine: 15mm
Weight: 666g
ISBN: 9781398621725
ISBN 10: 1398621722
Pages: 360
Publication Date: 03 October 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Jenna Tiffany, based in London, UK and Lisbon, Portugal is Founder and Strategy Director at marketing agency Let'sTalk Strategy and is recognized as one of the top 50 marketers to follow in the world. A Chartered Marketer and awarded fellow of the IDM, she has worked with brands such as Shell, Hilton and World Duty-Free, and is an elected member of the prestigious DMA UK Email Marketing Council. Jenna Tiffany is also an international conference speaker, qualified teacher and a thought-leader on marketing trends.

Reviews for Marketing Strategy: Implementing and Measuring a Successful Marketing Strategy

""Marketing Strategy is an indispensable guide for anyone looking to elevate their marketing efforts from tactical execution to award-winning, boardroom-level strategy. Jenna Tiffany's clearly illustrated practical framework, rooted in both timeless principles and modern best practices, makes this book essential reading for leaders determined to drive sustainable growth and navigate the complexities of today's dynamic market."" * Chris Daly, Chief Executive, CIM * ""A refreshingly practical guide that puts strategy (not just tactics) back at the heart of marketing. Smart, current and genuinely useful-especially for anyone starting out."" * Jan Hofman, Consumer Experience Lead * ""I love this updated version of Jenna Tiffany's excellent Marketing Strategy textbook. It's the only book I've found that addresses the impact artificial intelligence is having on marketing strategy and what to do about it. Adding it to my capstone required reading list!"" * Tom Elmer, Marketing Professor, West Chester University of Pennsylvania * ""A key marketing strategy manual to accompany you from the classroom to the boardroom."" * Rachel Aldighieri, CEO, DMA (Data & Marketing Association) * ""Marketing strategy, Jenna just gets it! This book is a testament to her unique approach to working; whether it's building from scratch or re-evaluating a current strategy, it's all about generating results. The interviews with real-life marketers add a unique layer and sprinkles added flavour, colour and relevance to an already insightful and practical read - a must for anyone looking to challenge or reaffirm what they're already doing."" * Gavin Laugenie, Enterprise Customer Success Manager, Dataiku * ""This book offers a clear overview of what marketing is and how important it is to define a strategy. It brings high-end methodology to work on it and describes the latest challenges marketers are facing. Essential reading for any serious marketers."" * Jean-Pascal Amblat, Head Manager Owned Channels & CRM, AirFrance * ""If I were to reference a credible source and a marketing practitioner, then Jenna Tiffany's contribution to our community of practice would be top of the list."" * William Ang'awa, Senior Lecturer in Marketing and Enterprise, Faculty of Business, Law and Tourism, University of Sunderland *