Paul Fifield Books
Paul Fifield is a marketing consultant and academic known for his expertise in strategic marketing and business development. He has taught at several universities and advised numerous organizations on marketing strategy and management.
Known for: Marketing Strategy
Books by Paul Fifield
Marketing Strategy
Marketing Strategy by Paul Fifield is a practical, wide-ranging guide to one of the most important questions in business: how do companies choose markets, create value, and win sustainably against competitors? Rather than treating marketing as a set of promotional tactics, Fifield presents it as a disciplined strategic process that connects customers, competition, positioning, segmentation, and corporate goals. The book matters because many organizations confuse activity with strategy. They launch campaigns, cut prices, or imitate rivals without a coherent plan. Fifield shows that real marketing strategy begins with analysis, sharp choices, and clear priorities. His approach helps readers understand not only what marketing is, but how it should shape decision-making across the business. Drawing on deep experience in marketing education and practice, Fifield brings academic structure together with real-world applicability. He explains how firms can identify attractive markets, assess competitive advantage, allocate resources, and build strategic direction in a changing environment. For managers, students, entrepreneurs, and professionals who want a stronger grasp of how marketing drives performance, this book offers a rigorous and highly usable framework.
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Strategy Begins With Hard Choices
A powerful marketing plan is defined less by what it includes than by what it refuses to do. One of Paul Fifield’s central insights is that strategy is about making deliberate choices under constraints. Companies often claim to have a strategy when they really have a long list of activities: more ad...
From Marketing Strategy
Markets Must Be Analyzed, Not Assumed
Many businesses fail not because they lack ambition, but because they build plans on assumptions instead of evidence. Fifield stresses that effective marketing strategy begins with disciplined market analysis. Before deciding how to compete, firms must understand market size, growth, structure, cust...
From Marketing Strategy
Segmentation Creates Strategic Precision
The average customer does not exist. That insight sits at the heart of Fifield’s treatment of segmentation. Markets are made up of groups with different needs, behaviors, values, and buying patterns. A company that treats the whole market as one mass usually ends up with vague messaging, generic off...
From Marketing Strategy
Targeting Requires Attractiveness And Fit
A market segment can be interesting without being worth pursuing. Fifield emphasizes that targeting is the bridge between market analysis and strategic action. Once a firm has segmented the market, it must evaluate which segments are attractive and which match its strengths. This dual test matters b...
From Marketing Strategy
Positioning Determines Market Meaning
Customers do not buy products alone; they buy what those products mean relative to alternatives. Fifield treats positioning as a core strategic task because it shapes how a firm is understood in the market. Positioning answers a simple but demanding question: why should this target customer choose u...
From Marketing Strategy
Competitive Advantage Must Be Defensible
Temporary success is easy to mistake for strategy. Fifield reminds readers that marketing strategy is not simply about finding ways to sell today, but about creating advantage that competitors cannot easily erode tomorrow. A firm may grow quickly through discounts, aggressive promotion, or a short-l...
From Marketing Strategy
About Paul Fifield
Paul Fifield is a marketing consultant and academic known for his expertise in strategic marketing and business development. He has taught at several universities and advised numerous organizations on marketing strategy and management.
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Paul Fifield is a marketing consultant and academic known for his expertise in strategic marketing and business development. He has taught at several universities and advised numerous organizations on marketing strategy and management.
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