Marketing Strategy

Outline

Marketing Strategy (2021) provides a structured guide to designing and implementing an effective marketing plan. Jenna Tiffany explains how to conduct research, understand audiences, define objectives, select appropriate channels, and measure performance. The book combines strategic frameworks with practical examples to help marketers avoid common mistakes and connect everyday activities to wider business goals.

• An effective marketing plan starts with research, so decisions rest on evidence about the market and customers rather than guesses.
• Understanding your audience comes before choosing messages or channels, because every later choice depends on who you are trying to reach.
• Clear objectives give a plan direction and make it possible to judge afterwards whether the marketing actually worked.
• Channels should be selected because they suit your audience and goals, not because they are popular or familiar.
• Measuring performance and linking everyday marketing activity to wider business goals helps you avoid common mistakes.

Jenna Tiffany is a British marketing strategist, consultant, author, and educator. She founded Let’sTalk Strategy and has advised organisations on marketing planning, digital communication, email marketing, and customer engagement. Her work bridges academic principles and commercial practice, helping professionals turn research and data into focused marketing decisions.