Marketing has become a mythologized thing, fixated on inspiration, disruption, and the zeitgeist. The results speak for themselves: shrinking credibility, skeptical executives, and a discipline that struggles to explain its own value.

Marketing Isn’t Special makes the case that marketing is a business discipline like any other, and that it works better when run like one. Part One lays out the framework: strategy precedes communication, identity precedes positioning, and marketing’s legitimate return is qualified leads and brand awareness. Part Two is a set of standalone essays applying the argument to the places the discipline gets it wrong.

The book is for marketers who want a seat at the adult table, and for the executives deciding whether to give them one.

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