Review: Marketing Above the Noise

Few would argue that the business landscape has dramatically changed over the past decade with the evolution of technology and the rise of social sharing. But as shares, followers, and 'likes' have eclipsed traditional marketing measures, Linda J. Popky, author of Marketing Above the Noise, argues many CMOs are focusing on the wrong things. Popky urges marketers to focus less on keeping up with the latest marketing tools and tactics and more on what matters: long-term strategies that work. With a back-to-basics approach, Popky outlines eight timeless truths of successful marketing initiatives that she calls the Dynamic Market Leverage Factors that have slipped into the background as marketers try to stay abreast of new technologies and platforms, often at the expense of their marketing success. Popky also unveils Five Momentum Factors that further drive marketing success—organizational commitment, resources, people, technology and environment—that will bring any organization's marketing effectiveness to the next level.