LOVED: How to Rethink Marketing for Tech Products helps readers understand the fundamental purpose behind why marketing matters for every product and what is essential to do well.
“Product marketing has an impact on how the rest of the world perceives your product and category. It motivates others to tell the tale of your product.”
A book about marketing for non-marketers
One reason why people might want to read LOVED is that the book is about marketing, but it is written for non-marketers. It focuses on helping readers understand the fundamentals and importance of marketing. Most people don’t understand what go-to-market means. LOVED is written to explain how companies utilize product marketing, marketing, and sales disciplines to help readers gain a better understanding of how they operate together.How Berkeley MEng students contributed to the book
LOVED features some of the market tests Martina’s UC Berkeley graduate students ran for their final class project. One of the student projects featured in LOVED focused on a product consisting of online bootcamps to get people job-ready for careers in technology. For their market test, participants were asked to select from five different dollar amounts and assign each to a different company competing in the same space. They then compared these answers to how participants had answered questions about how important brand name was in making decisions. Their market implication was that people like to think they aren’t affected by brand reputation. However, when forced to make choices compared to similar products, they are willing to pay more for the brand they know, even relative to what they feel that brand is worth in a different context. From the author herself, “writing LOVED was one of the hardest professional challenges I’ve tackled in my career. Having content worthy of a book and crafting it into a book worthy of reading are two very different things. The process of rewriting and honing what I wanted to say so that it was readable and my larger points were clear was the real work. In my final rewrite, I cut eight chapters and 9000 words, but I think the book is much better for it. In a business book, you don’t get a prize for being long. What people want is valuable lessons and inspiration and that every page delivers on their investment in time.” Are you interested in purchasing LOVED? Click on this link: https://tinyurl.com/LOVEDProductMarketing
MEng lecturer Martina Lauchengco publishes new book LOVED was originally published in Berkeley Master of Engineering on Medium, where people are continuing the conversation by highlighting and responding to this story.