You are looking at a must-have book for all marketers. It is 236 pages of the most practical marketing advice you will ever read.

The CEO’s Guide to Marketing outlines a six-step process called Strategically Aimed Marketing, or SAM 6® for short. It will bring clarity to marketing like you’ve never experienced before. It’s literally a step-by-step guide to more leads, higher sales and a stronger brand.

Step one is simply being a competent marketer. Surprisingly, most marketers don’t know basic marketing terms and concepts or even how to accurately describe marketing. Not having full command of marketing terms and concepts produces inferior results. The first step will fix that.

Step two shows readers how to create a Brand Playbook which draws out and documents submarkets, key messages and other information critical to producing more leads, higher sales and a strong brand. Steps three and four explain the pros and cons of promotional mix channels and shows how to schedule promotions. Steps five and six help coax out highly productive campaigns from your amazingly talented creative staff.

While the title suggests this book is only for CEOs—the subtitle points out that it’s not. If you are a marketing manager, writer, graphic designer or anyone else who has a hand in marketing, you should buy this book and read it before your CEO does. After all, as a marketing professional, you should know more about marketing than your CEO. You don’t want to be caught flat-footed or off guard. The CEO’s Guide to Marketing will make you the smartest marketer in the room, and that’s no kidding around. You are going to wish you had this book years ago.

Many marketing departments struggle to produce promotional campaigns that boost sales. It’s not because the team members aren’t skilled or motivated. It’s not because the product is poor or the economy isn’t cooperating. Often, campaigns fail because they were constructed without a unified process. This can produce gaps in promotional schedules; ineffective marketing materials; and a stressed, confused or demoralized marketing staff.

Strategically Aimed Marketing—SAM 6®—eliminates these challenges and improves your team’s marketing by organizing their efforts. It uses a streamlined, six-step process that’s easy to implement, fun to follow and amazingly effective. It reduces any confusion around your marketing initiatives and creates a unified team that’s laser-focused on producing campaigns that get results.

SAM 6® is the process used by a leading international marketing agency, and now, it can be the process used by your team.

SAM 6® Process Benefits

  • Enables marketing executives to lead with purpose & focus
  • Provides clarity & order to your marketing initiatives
  • Ensures delivery of a consistent brand message
  • Is easily understood & respected throughout your company
  • Saves time & money while eliminating wasted efforts or confusion
  • Provides clear direction to your creative team

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I am confident that the SAM 6 steps outlined in Lonny Kocina’s book, “The CEO’s Guide to Marketing” will help many companies and organizations improve their marketing. Lonny and his team have done an amazing job increasing awareness and expanding the sphere of influence of our nonprofit, Depart Smart. I brag about them all the time.


Sheryl Hill

Founder & Executive Director, Depart Smart

The SAM 6® Process Creator

Lonny Kocina is the founder and CEO of Media Relations Agency which has been in business for more than 30 years. Kocina is a visionary who is passionate about marketing. He pioneered the concept of the Pay Per Interview Publicity® business model, enabling clients to purchase publicity by the story. He also entered the digital marketing arena years before many of his competitors. His agency is a leader in the creation of Media-grade Content®. In The CEO’s Guide to Marketing, he reveals the strategic process his award-winning team uses to consistently produce successful, on-point and orderly marketing campaigns.

Who should purchase The CEO’s Guide to Marketing

The SAM 6® process is for CEO’s and marketing teams who want to improve the results of their promotions by following a systemized and proven process. For maximum effectiveness, all members of the marketing team should be involved. This process is appropriate for professionals with or without a formal marketing education.

A successful marketing team — one that boosts company sales — is focused, efficient and always in control. If you’re ready to help your team realize its potential, The CEO’s Guide to Marketing can show you the way.