Integrated Marketing

This one helps you think through channel strategy and stop mixing up programs, channels, and campaigns. It walks you through the PESO model (paid, earned, shared, owned), maps channels to customer journey stages, and gives you a framework for evaluating which channels are worth your time based on cost, measurability, and fit. The growth metrics by stage table is helpful for avoiding vanity metrics. It's opinionated about owned media as the anchor and warns against chasing traffic at the expense of actual conversions. Good for when you're planning a launch or trying to coordinate multiple channels without creating a fragmented mess. Pairs well with the channel-specific skills for execution details.