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Marketing Science

Grigsby Mike: Advanced Customer
Analytics

Advanced Customer Analytics

Targeting, Valuing, Segmenting and Loyalty Techniques

Interpreting Text and Unstructured Data for Business Intelligence

Practical Text Analytics

Your brand is on trial-here's how to win your case.

You know your company is amazing. You say your company is amazing. But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers all claiming to be the best, the fastest, the most caring, your brand is literally on trial-and that means you better deliver the proof.

In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers. Using real-world examples from trusted brands across dozens of industries, they'll walk you step-by-step through the process of identifying and categorizing your business promises-even the ones you don't realize you're making-gathering the right evidence, and backing up each style of claim. You'll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show-not tell!-the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values. And you'll discover the right format and platform to deliver each type of evidence to make sure your "jury of consumers" connects with your case.

It's time to stand out from all the brands that shout "trust us, we're great!" at a skeptical audience. Your customers are waiting for you to prove it. So pick up this book and find out how.

Exactly How Modern Marketers Earn Trust

Prove It

Your campaigns are beating benchmarks.
Your revenue is declining.
What's wrong?!

Industry benchmarks aggregate incomparable campaigns (different industries, budgets, contexts, goals) into meaningless "industry standards" that guide nowhere. 

Now Artificial Intelligence (AI) accelerates the problem. Optimize faster, generate reports, chase marketing benchmarks with zero connection to business outcomes. Does AI care about your objectives? Or is it optimizing for the platforms selling you the tools?

What Experienced Marketers Are Discovering
The real breakthrough in digital and AI marketing isn't execution speed. It's AI pattern recognition at scale, identifying which campaigns genuinely "rhyme" with your strategic context across multiple dimensions.

But here's the paradox. AI can analyze thousands of campaigns instantly and understand none of them strategically. It can't tell you which patterns matter for your situation. It can't apply the wisdom from leading hundreds of campaigns.

As AI commoditizes execution, your experience becomes exponentially more valuable. The AI and human partnership creates what competitive strategists call a "moat," a defensible advantage that widens over time.

While competitors chase generic tactics, you're building sales and marketing strategy that compounds.

What This Book Delivers
The Benchmark Lie introduces a five dimensional framework that replaces industry averages with pattern recognition. You'll discover why campaigns don't repeat but their dimensions rhyme, and how to identify which past campaigns match your strategic situation. The book explores the five core dimensions (audience psychology, competitive context, message strategy, execution complexity, business goals) that predict whether insights transfer. You'll understand why dimensional AI pattern recognition beats single metric optimization, and why marketing strategy built on patterns outperforms statistical averages. The book reveals how AI and human collaboration creates competitive moats that widen with every campaign, making your expertise more valuable as AI advances. It presents privacy first data intelligence and AI architecture that protects competitive advantage while enabling collective intelligence across campaigns, with real scenarios showing pattern recognition across cloud ecosystems, partner marketing, and B2B sales cycles.

For Experienced Professionals Skeptical of AI Hype
Written for marketing executives, strategists, and agency leaders who've been in the trenches long enough to recognize when something doesn't add up, and who want genuine strategic applications beyond vendor promises.

This isn't a beginner's guide to AI tools. Not tactical "growth hacks" or vendor pitches. This is for professionals who recognize marketing benchmarks have failed and who want to understand how the AI and human partnership makes their expertise exponentially more valuable.

The question isn't whether AI will transform marketing. It already has. The question is whether AI makes your experience obsolete or exponentially more valuable.

This book argues for the latter. And shows you exactly why.

The Author
Jeffrey Porzio is founder and principal of Cadence B2B, where he develops frameworks for dimensional pattern recognition that make experienced marketing judgment exponentially more valuable as AI advances. With 25+ years leading digital campaigns across Fortune 100 brands, startups, and global agency networks, Jeff has learned that the best marketing insights rarely come from industry benchmarks. They come from recognizing patterns across campaigns that conventional categories would never connect.

How AI-Powered Marketing Makes Experience More Valuable Than Ever

The Benchmark Lie

Apply entrepreneurial thinking to build sustainable marketing strategies in resource-limited environments. Principles of Entrepreneurial Marketing by Paul Booth and Zach Thompson is designed for undergraduate and postgraduate students studying marketing, entrepreneurship and small business management. Aligned to core modules in entrepreneurial marketing and venture creation, this textbook equips students with the fundamental knowledge and applied skills required to design effective marketing strategies in start-up and growth-focused contexts. This textbook provides a structured framework that guides students through identifying market opportunities, developing new ventures and crafting marketing strategies that support sustainable growth. From understanding the customer journey to developing pricing strategy, brand purpose and digital presence across ecommerce platforms and social media, this book connects theory directly to entrepreneurial action. This textbook includes: - A step-by-step entrepreneurial marketing framework with defined learning deliverables - Guidance on pricing, digital marketing, customer journey mapping and growth planning - Activities such as building a content calendar, planning an ad campaign and developing a brand identity kit - Real-world examples and entrepreneur interviews linking theory to venture creation, including from BigBelly (USA), Inspired Bicycles (UK), Pauline Cosmetics (Kenya) and Mecado Libre (South America) &gt;Whether studying marketing, entrepreneurship or preparing to launch a venture, Principles of Entrepreneurial Marketing provides students with the strategic tools and practical confidence to build innovative, market-driven businesses.

Strategy and Applied Practice

Principles of Entrepreneurial Marketing

Ever wondered how the internet knows exactly what you want-sometimes before you do? Digital Consumer Behavior Essentials reveals the digital psychology and marketing science behind it.In today's hyperconnected world, you aren't just browsing-you're being shaped. Every search, swipe, and click fuels data-driven systems that predict who you are, what you desire, and what you'll buy next.Digital Consumer Behavior Essentials pulls back the curtain on the algorithms, behavioral science, and digital marketing strategies that quietly influence your choices. When you understand how digital consumer psychology works, you gain a powerful advantage in a marketplace built on persuasion.Inside, you will uncover: <ul><li><ul><li>How your customer journey is engineered online, from awareness to post-purchase behavior.</li><li>How your cognitive biases intensify in digital environments - including social proof, scarcity, and choice overload.</li><li>How AI, personalization, and marketing analytics influence what you see, trust, and choose.</li><li>How e-commerce platforms, social commerce, and digital communities shape your loyalty.</li><li>What keeps your attention hooked on social media - algorithms, influencers, and engagement loops that drive online behavior.</li><li>The future of digital marketing and consumer behavior-AR shopping, conversational AI, subscription models, and seamless payment systems.</li></ul>With real case studies and actionable insights, this book gives you the clarity to understand and ethically influence digital consumer behavior in your work.Part of the Self-Learning Management Series, Digital Consumer Behavior Essentials is designed for self-paced learning and serves as a practical reference for professionals and marketers. Whether you're developing marketing strategies, optimizing digital products, or teaching courses on consumer behavior, you'll gain a clear framework to understand, analyze, and ethically influence online consumer decisions.
</li></ul>

Understanding Online Decision-Making, AI Influence & Algorithmic Marketing in the Age of E-Commerce

Digital Consumer Behavior Essentials

Develop culturally intelligent marketing strategies for a digitally connected global marketplace. International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment. Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility. Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets. This textbook includes: - Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy - Chapter overviews, key learning outcomes, key concept boxes and exercise questions - Online resources including lecture slides and a lecturer's manual with exercise answers - Strategic insights and analysis on operating effectively within international environments

Utilize a Digital Approach in International Marketing Strategies

International Marketing

The Youtube Formula

The Art of War Interpreted for Content Creators examines how strategy applies to the modern attention economy, where creators compete for visibility, relevance, and influence. In this environment, success is not random-it is the result of positioning, timing, and understanding the forces that shape audience behavior.
This book moves beyond content tactics to focus on how creators build durable advantage. It explores how algorithms, competition, and audience perception interact, and how strategic thinking determines whether a creator grows or disappears.
Drawing from Sun Tzu's principles, this work reveals how to outthink competitors, conserve effort, and focus on actions that produce measurable outcomes. It is not about posting more. It is about competing more effectively.

The Art of War Interpreted for Content Creators

The digital market has taught techniques - copywriting, funnels, ads, cart openings - but it has often neglected what truly sustains long-term results: foundation.
People learned how to launch, but not how to build. And any structure that grows without a solid foundation may look impressive at first, but it rarely lasts.
Maybe you've already done "everything right." You invested in ads, refined your copy, followed proven models, opened your cart with high expectations. And yet, the results didn't hold. Conversion fluctuated. Trust weakened. Doubt started creeping in.
Most of the time, the problem isn't effort. It's structural misalignment.
When the promise and the audience are not perfectly aligned, when the narrative doesn't build conviction step by step, and when authority doesn't come before the offer, a launch becomes unstable. And instability isn't fixed with more intensity - it's fixed with architecture.
The Essence of Launches with V2AL4® is not a book about hype or temporary formulas. It's a strategic manual about structure. Inside, you'll learn how to organize vision, align your message, build real authority, and transform launches into a coherent and repeatable system.
Before you scale, you must sustain.
Before you repeat results, you must understand the mechanism.
And before you grow consistently, you must establish a strong foundation.
If you're only chasing a temporary spike in revenue, the market is full of shortcuts.
But if your goal is to build something solid, predictable, and lasting, then what you need is structure.
This is the invisible foundation.

The essence of launches with V2AL4

Unlocking Opportunity by Overruling Conventional Wisdom

Do The Opposite (sort of)

This essential textbook will equip students to understand core marketing principles through the lens of real-world AI applications. Artificial Intelligence in Marketing by Kshitij Bhoumik is ideal for upper-level undergraduate and postgraduate students taking modules in AI in Marketing and Digital Marketing as part of their Marketing degrees. This textbook bridges the gap between technical possibility and marketing purpose, empowering future marketers to shape the technology, not just adopt it. This textbook includes: - Foundational marketing principles - The role AI plays in enhancing marketing techniques and strategies from using Generative AI to create new campaigns to how AI can be used to spot trends in social media - Real-world examples from global brands such as Bloom &amp; Wild, Monzo, Heinz, Glossier and Duolingo to help students apply theory to practice - Critical ethical questions and debates in each chapter, challenging students to consider issues such as bias, fairness and regulation -Twelve chapters structured around 12-weeks of teaching with activities and pedagogical features to match classroom needs and engage student with real-world technologies and tools

Theory, Ethical Practice and Strategy

Artificial Intelligence in Marketing

Original and unique, this text is an invaluable and exciting summary of a complex and extremely important subject. It gathers together an anthology of articles relating to corporate brands, supplemented with incisive commentary from the editor.

Revealing Corporate Brands

Fifteen principle-based strategies that separate digital marketing leaders from algorithmic sameness When AI has commoditized "good enough" marketing and every competitor uses the same tools, strategic clarity becomes the differentiator. In The Digital 15: Immutable Principles Every Marketer Must Know, Chris Aarons, Wall Street Journal bestselling author and UT Austin marketing professor, delivers fifteen battle-tested principles drawn from 25-plus years transforming brands like Amazon, Cisco, and Coca-Cola. Rooted in human psychology and behavioral insights, The Digital 15 provides a principle-based operating system that transcends platform changes and algorithm updates. Each principle is supported by real-world case studies from category-defining brands including Liquid Death, Oatly, British Airways, and Wendy's, plus actionable tools such as the Digital 15 Implementation Canvas and competitive positioning frameworks. Readers will also find: <ul> <li>Customer journey mapping tools and alignment checklists that transform strategic principles into consistent daily marketing execution</li> <li>Frameworks for creating content so valuable that audiences would willingly pay for it, building lasting brand authority</li> <li>Guidance on establishing the right brand identity before launching any digital initiative or campaign</li> <li>Real-world case studies showing how category-defining brands built sustainable competitive advantage through principle-driven marketing</li> <li>A strategic operating system designed to outlast short-lived algorithmic trends and platform-specific tactical playbooks</li> </ul> Written for startup founders, corporate executives, and marketing professionals seeking more than marginal improvements, The Digital 15 provides the strategic foundation to build marketing that earns attention, drives engagement, and creates sustainable competitive advantage beyond algorithmic trends and tactical playbooks.

The 15 Essential Marketing Principles to Outthink, Outmaneuver, and Outlast Your Competition

Outbrand

Advanced Customer Analytics

Weitere Titel der Reihe: Marketing Science

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