The Work Smarter Guide to Marketing

Whether you're promoting a company, product, a service or even your own personal brand, this guide will empower you to simplify your approach. You'll learn how to connect with your audience by understanding what they want and positioning your brand meaningfully. Through this book, you'll gain tools to navigate the complexities of marketing, avoid common pitfalls and ultimately work smarter - not harder.

From avoiding jargon traps to staying customer-focused, this book provides insights that you can apply immediately, whatever your marketing challenge. It's a fresh perspective for a cluttered field, focusing on clarity, simplicity and real results.

Mark Palmer is a professionally qualified market researcher, marketer and change practitioner. He is the founder of Maverick Planet, a facilitated brand and change consultancy. For 20 years, he was the Executive Head of Strategy and Communication Planning at some of the world's most regarded advertising agencies. He was named the strategist in Campaign magazine's fantasy agency of the millennium. Mark has been part of the teams who've launched, positioned, repositioned and sustained some of the world's most famous and notable brands, including BMW, Pepsi, Orange, Google, Sony, Channel 4, The Economist, Cadbury, Bupa and more. Mark has helped position numerous start-ups that have gone on to successfully sell. He's helped many of these brands rethink their approach to marketing and communication, from product placement to pop-up shops to brand partnerships. Mark guest lectures at the Henley School of Management, the School of Communication Arts, and the Danish DNCC. He runs the branding and marketing module at the London Business School Launchpad programme, where start-ups look to develop their business and seek investment to launch.

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