Phil Burton - 42 Rules of Product Marketing. Learn the Rules of Product Marketing from Leading Experts from around the World

Learn the Rules of Product
Marketing from Leading Experts
from around the World

By Phil Burton, Gary Parker,
and Brian Lawley

E-mail:
20660 Stevens Creek Blvd., Suite 210
Cupertino, CA 95014

Copyright 2012 by Phil Burton, Gary Parker, and Brian Lawley

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means electronic, mechanical, photocopying, recording, or otherwise without written permission from the publisher.

Published by Super Star Press, a Happy About imprint 20660 Stevens Creek Blvd., Suite 210, Cupertino, CA 95014

http://42rules.com

First Printing: March 2012

Paperback ISBN: 978-1-60773-080-4 (1-60773-080-4)
eBook ISBN: 978-1-60773-081-1 (1-60773-081-2)
Place of Publication: Silicon Valley, California, USA
Library of Congress Number: 2012932095

Trademarks

All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Happy About, nor any of its imprints, cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark.

Warning and Disclaimer

Every effort has been made to make this book as complete and as accurate as possible. The information provided is on an as is basis. The author(s), publisher, and its agents assume no responsibility for errors or omissions nor assume liability or responsibility to any person or entity with respect to any loss or damages arising from the use of information contained herein.

Praise For This Book!

42 Rules of Product Marketing provides unique insights on how to improve the effectiveness of product marketing investments and does an excellent job of collecting and organizing the best practices of thought leaders and experienced practitioners from a spectrum of product marketing functions.

Regardless of your role, organization, or background, you will gain new insights and ideas on how to improve the effectiveness of your product marketing activities.

Ken Horner, Vice President of Business Development, Calgary Scientific Inc.

42 Rules of Product Marketing is an excellent compilation of easy-to-read marketing tips that cover state of the art marketing practices and provide fresh perspectives and ideas to help any business move forward.

Mike Freier, President, Silicon Valley Product Management Association

I want to thank the authors of 42 Rules of Product Marketing for their contribution to the product marketing profession. They have created a powerful but concise book that pulls together the insights, experience, and wisdom of over 40 marketing professionals with excellent advice for both consumer and business products. This book is an excellent companion to 42 Rules of Product Management.

Therese Padilla, President, Association of International Product Marketing & Management

Dedication

This book is dedicated to the product marketing managers around the world, in every industry, who are committed to the success of their organizations by creating messages, customer collateral, sales tools, and everything else necessary to drive revenue for their companies products and services.

Acknowledgments

We would like to thank the outstanding team of product marketing experts worldwide who contributed their time and wisdom to this project. Without them, this book would not have been possible. By sharing their knowledge and insights, they have helped further the profession of product marketing.

We also want to express appreciation to our families for their support and patience during the creation of this book. We used to wonder why authors always dedicate books to their familiesnow we know!