Bestselling author Josiah Go interviews 35 award-winning marketers on 19 different topics in marketing ranging from insighting, formulating big idea, and finding competitive advantage. It allows readers to learn how marketing rockstars think, strategize and execute. 
 

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"Trade Marketing is the process of continuously and profitably satisfying the needs, wants, and expectationsof our brand, the retailer, and the shopper through integrative business solutions better than competition."  - E. C. Macasaet III

The first and only Trade Marketing book in the country.

About the Author

Mr. Emilio C. Macasaet III is a Partner & Chief Channel Marketing Strategist of Mansmith and Fielders, Inc. He is also the Chairman and CEO of FIELD PARTNERS INC., an on-field sales training & coaching company.

Bong is the author of the best-selling books, DISTRIBUTOR MANAGEMENT: Winning Tools in Managing Distributors as Partners and Six Steps to Effective KEY ACCOUNT MANAGEMENT.

ENTREPRENEURSHIP

Starting an Enterprise. Having an Innovation Mindset.
Now a new theory of Entrepreneurial success and failure is shared on the Four Gates Model.

GATE 1: PREPARATION
Money: How to raise funds and estimate your company's worth
Mentors: How to know the four different mentors you need
Model: How to use a 1-page business model map to create your future

GATE 2: MARKETING
Mindset: How to innovate on demand 
Market: How to quickly spot, screen and seize an opportunity
Message: 9 ways to create value

GATE 3: EXECUTION
Machineries: Why having too many bosses won't work
Methods: How to determine strategy-critical processes in the value chain
Management Skills: How to design a plan to make your strategy come alive

GATE 4: SELF-LEADERSHIP
Moving Forward: How adversities help you become better
Mission: Why what you sell should be different from what you do
Mastery: What is the one single weakness entrepreneurs should overcome

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LEARN FROM 25 RAINMAKERS

Fe Perez-Agudo, Hyundai Philippines President | Edwin Bautista, Union Bank President | William Belo, Wilcon Depot Chairman | Tennyson Chen, Bounty Fresh CEO | Lisa Gokongwei-Cheng, Summit Media President | Joey Concepcion, RFM President | Lance Gokongwei, Cebu Pacific Air President | Rosalinda Hortaleza, HBC Chair | Henry Lim Bon Liong, Sterling Group Chairman | William Lim, Mega Sardines CEO | Wilson Lim, Abenson Chairman | Benjamin Liuson, TGP Founder | Riza Mantaring, Sun Life Canada Philippines CEO | Ronald Mascarinas, Bounty Agro President | Tony Macupa, East West Bank President | Victor Paterno, 7-Eleven Philippines President | Robina Gokongwei-Pe, Robinson's Retail Holdings President | Melisa Quijano, Nu Skin President for Asia-Pacific | Mary Ann Sayoc, East West Seed President | Edgar Sia II, Double Dragon Properties Chairman | Tina Tan, Suy Sing President | Manny Tuason, Bayad Center President | Simplicio Umali, Gardenia President | Richard Yee, Goldilocks Bakeshop President | Glenn Yu, Seaoil CEO.

Exclusive insights from: Unilever Philippines, The Bistro Group, P&G Philippines, Kantar Worldpanel Philippines, Bayad Center, Asia Brewery Incorporated, Suy Sing Commercial Corporation, The Nielsen Company (Philippines) and Dentsu Aegis Network Philippines

This book is a collection of articles written by the Mansmith team of consultants, all subject matter and industry experts whose combined experiences in the marketing field are arguably unequalled. This level of experience is priceless, as readers know that “experience is the best teacher.” And out of these experiences, are learnings that passionate teachers, now mentors, selflessly share. Here are 3 reasons why this book is worth your while: 1) Easy to read as the articles are brief and straight to the point, so things you need to know about a particular topic are there in about 800 words. 2) Use of actual cases examples based on either research or the writers’ personal experiences or knowledge. 3) Written by the most awarded team of business educators in the Philippines who teach with passion and commitment, while caring about sharing relevant knowledge
 

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This book sets out to provide a practical guide that brings together the six fundamental elements (segmentation and selection, investigation and understanding of needs, development of a value-based account plan, agreement and alignment, plan execution, and evaluation) in managing key accounts. As it goes through each step, it takes the reader, who is primarily a key account manager, through a structured procedure to effective key account management.

"This book is an important introduction to distributor management, the first ever book in contemporary distribution authored by an internationalized Filipino who understands and practices excellent distributor management. As more and more companies appoint third party distributors, they will greatly benefit from reading this book not only to learn best practices and avoid the many pitfalls of distributor management, but also to have a clearer understanding that distributors are essentially an 'extension' of the company as well." - Josiah L. Go, Chairman, Mansmith & Fielders, Inc.

Bestselling book with 25,000 books sold on one year.This book is for small store owners who want to raise and grow their shops. There are basic marketing ideas that help in creating ideas that can be implemented in different situations of the sari-sari store, grocery, bakery, market stall, and more.Includes the 7 Principles of Effective Small Store Marketing :

• Stand out and be different
• Grow without cannibalizing existing sales
• Increase transaction size
• Add service to product
• Convert from functional to emotional
• Have the discipline to expand, Dream!

This book is the updated compilation of talks given during the 1st Marketing Breakthroughs Forum that was organized to address the challenging economic situation of that time. The entire Mansmith team presented talks that covered each one’s area of expertise in strategy and innovation, insighting, sales and distribution, service, trends, advocacy and crisis management. Key Topics Include:

• From Market-Driven to Market-Driving by Josiah Go
• From Insighting to Foresighting by Dr. Ned Roberto
• From Consumer to Prosumer by Donald Lim
• From Pull to Push by Emilio Macasaet III
• From Silos to Solidarity by Chiqui Escareal-Go
• From Tipping Point to Trend by Benedicto Cid
• From Turn Down to Target by Rowen Untivero
• From Fright to Fight by Malu Dy Buncio
• From Advertising to Advocacy by Weena Pineda

Finally, a book that provides a framework that will help entrepreneurs create a successful balance between work and personal lives. "The WE Entrepreneur" will help you attain the five tasks and the five treasures in every entrepreneur's journey. Written by JOSIAH GO and CHIQUI ESCAREAL-GO

About the authors Josiah and Chiqui Go co-founded the various advocacies of Mansmith & Fielders, Inc. such as the annual Young Market Masters Awards (YMMA), the annual Market Masters Charity Conference, the annual MarkProf Marketing Bootcamp for students (with another partner), the AME-Mansmith Php 5.0 million scholarship grants for marketing professors, and the Mansmith Blue Freedom Fund, the first small venture capital fund for your entrepreneurs dedicated to blue ocean strategy and market-driving innovation ideas.

This book is intended for both marketing practitioners and college students of advance marketing, entrepreneurial marketing, marketing management or brand management. Marketing practitioners will learn how to come up with effective marketing plans that are not only able to sell their product and service, but more importantly, are able to build a profitable preferred brand. This book shows them how to continuously satisfy their customers better than competition and at a profit. College students will find this book useful as they prepare their marketing plan as part of their school requirements. "Marketing Plan" can easily guide them to strategize without losing track of the reasons behind their strategizing. Written as if taught for the first time in a workshop, this book comes with twenty-four ready-to-use forms or worksheets that allow readers to immediately apply the learned concepts after each topic. Utilizing its own definition of marketing as a framework for the marketing plan prepara ion, 99% of the examples used in "Marketing Plan" are derived from the Philippine setting to enable its readers to easily relate to the topics/concepts discussed. It also utilizes a user friendly format throughout the entire book to foster learning and make understanding easier.

Learn the frameworks, systems and the discipline of Direct Selling.

This book teaches 100 network marketing terms and the following network marketing lessons in this book:

• The 7 trends in distribution of products and services
• The Diamond framework on how network marketing works
• 4 truths about the difference between legitimate network marketing and illegal pyramiding companies
• 4 characteristics of successful network marketing distributors
• 7 recruitment segments
• 6 desired distributor’s behaviors that can be generated by an effective compensation plan
• Criteria for choosing your network marketing company
• 3Ps of network marketing
• 12 network marketing lessons from Christianity
• The Available acronym to segregate prospect-to-recruit vs. prospect-to-retail
• The Hexagonal framework that dissects why downlines become active or inactive
• Research findings on why people join, stay and leave a direct sales company (by the Direct Selling Association)
• The 7 stages of a network marketing distributor
• 4 basic expectations of every distributor
• The 4-step activation cycle
• The R-A-M formula to attain high performance
• Using performance ratio for effective business review
• The 12 commandments of network marketing in retailing and sponsoring
• Importance of creating your vision and mission