Tom Spitale - The Accidental Marketer. Power Tools for People Who Find Themselves in Marketing Roles

As a formally-trained veterinarian that found myself in a marketing role, I truly am an Accidental Marketer! I have personally used the tools in this book to successfully lead the launch and rebranding of several productsas if I have been a marketer my entire career.

Shelley Stanford Director, Technical Services, Zoetis

I have been waiting for you to write this book! Given my experiences over the years with you, I cant think of a better approach to help businesses succeed!

Lesley Fronio Worldwide Vice President, Commercial Marketing, Ortho Clinical Diagnostics

As a founder of Impact Planning Group over 35 years ago, I am proud to see that these tools have been time-tested with thousands of companies, and continue to add value to organizations and their customers.

James Mac Hulbert, R. C. Kopf Professor Emeritus, Columbia University and Visiting Professor, Guanghua School of Management, Peking University

As an Accidental Marketer who was trained as a chemist, I have learned to love the discipline of this type of approach to marketing. Tom and Mary make applying process and tools both fun and highly productive.

Lynn Rosen Global Director Special Formulas; Opinion Leader and Advocacy LEAD at Wyeth Nutrition, a part of Nestle SA

Shackletons famous recruitment ad in the Times of London with the headline, Men Wanted for Hazardous Journey is how an inexperienced marketer might feel. Believe me, The Accidental Marketer is an essential survival kit for those courageous enough to venture into marketings uncharted waters!

Bryan Mattimore Author, Idea Stormers; President of The Growth Engine Company

Mary and Tom are the most practical marketing experts I came across. They build for your business experience-based, actionable, and easy to use insights and tools. The perfect combination of expertise, down-to-earth approach, and fun. A big, thank you to them and their team for all of those fruitful years of collaboration.

Bruno Bert AVP at Wyeth Nutrition, a part of Nestle SA

For many years, my marketing teams have used the tools in this book to develop strong strategies in complex business-to-business healthcare markets. The approach created a common marketing language that led us to ask the right questions about our markets, customers and our own capabilities in building differentiated marketing plans. I would strongly recommend the methodology to any marketer who wants to make an impact!

Francois Drolet Head of Sales at Roche Diagnostics Canada; Former VP of Sales and Marketing at Covidien, Canada

My marketing team at Carnegie Mellon Universitys Software Engineering Institute used some of the tools in this book to analyze our pricing strategies. We were able to successfully price a number of our products to gain greater margins without sacrificing customers!

Sally Cunningham Deputy Chief Strategy Officer at Carnegie Mellon University Software Engineering Institute

As a marketing leader who has developed many Accidental Marketers, I find that the tools and approaches in this book are invaluable to both classically trained marketers and those who suddenly find themselves in marketing roles. They challenge you to think critically, systematically and from the point of view of the customer. And yet, they are actually fun and lead to really innovative ideas.

Julie Baker Group Marketing Director, Zoetis

The technical professional who is embracing the challenges inherent in successfully marketing a technology product or service in todays extremely challenging business environment will find this guide integral to his or her success. Tom and Mary focus on practical marketing tools interlaced with real-world applications in todays leading organizations.

Anne Campbell Executive Director, Center for Technology and Management Education, California Institute of Technology

Cover image: White Flash iStockphoto/MihailUlianikov

Cover design: Wiley

Copyright 2014 by Tom Spitale and Mary Abbazia. All rights reserved.

Permission for use of the Power Tools: Copyright 2014 Impact Planning Group, LLC. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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This book is dedicated to my wife, Dawn, whose love and devotion makes all things possible, and to my children, Sarah, Thomas, and Gianni, who have inspired me more than they will ever know.

Tom

I am dedicating this book to my incredible husband, Tim, who constantly encourages me to try new things, and to my children, T.J. and Sophia, who make life so interesting and fun.

Mary

Its happening with even the most straightforward products all around you: doorknobs with microchips to recognize a homeowner instead of locks, wooden pallets with microprocessors that wholesalers use to load merchandise in the exact order each retailer stocks it, an emerging Internet of things where virtually every product comes with a Web-connected chip that collects information and makes it smart.