In today's fast-evolving digital landscape, marketers are embracing a wave of powerful new digital tools, with artificial intelligence leading the charge in content creation, audience targeting, and campaign optimisation. While these technologies open up unprecedented opportunities, they also bring new challenges. With 68% of marketers reporting they use AI at work, producing high volumes of AI-driven content and competing for attention, the marketplace has become increasingly crowded and noisy.
That's why marketing strategy has never been more important, argues Chartered Marketer and Fellow of the IDM, Jenna Tiffany, in the second edition of her award-winning book Marketing Strategy. Described as an "indispensable guide for anyone looking to elevate their marketing efforts” by the Chief Executive of the CIM, Marketing Strategy is the ultimate blueprint for anyone who wants to understand how to create a truly meaningful marketing strategy that delivers results.
An award-winning marketer and recognised as one of the world's Top 50 marketers to follow in the world, Jenna teaches thousands of students and professionals in marketing programmes for universities globally, including the London School of Economics and Harbour.Space. She is also an international conference speaker and regularly asked to share her advice on all things marketing strategy.
Drawing on 17 years' of experience, Marketing Strategy distils Jenna's extensive knowledge in strategic marketing through her unique STRATEGY framework, updated to reflect the novel challenges marketers face in today's AI-driven world. Packed with new content and real-world case studies from international brands such as LEGO, the book brings modern perspectives to classic principles. Designed to be adaptable across different industries, the framework ensures relevance for organisations of all sizes, with additional online resources included to extend learning beyond the book.
In this highly acclaimed hands-on guide, readers will find advice on how to leverage AI across all elements of marketing strategy. From conducting research on target markets to analysing data, and even using Generative AI to create unique brand personas, the book explores key models for analysing the marketing environment. It also identifies the five most common pitfalls that marketers are facing, and provides tips on how to overcome them.
As Jenna says, “As a marketer, I spent years searching for a book that clearly explained the formula for creating a successful marketing strategy, but I never found it. So, I decided to write it myself. In this new edition, I've included fresh examples, expert interviews, and insights into how AI is reshaping marketing today."
Marketing Strategy (2nd Edition) by Jenna Tiffany is available on Amazon and all good bookshops from 3rd October 2025.
