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Rise Above the Noise: How to Stand Out at the Marketing Interview, by Lewis C. Lin
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LAND THAT MARKETING JOB...TODAYSeeking a marketing or brand management position? Get Rise Above the Noise. Author and professional interview coach, Lewis C. Lin, provides you an industry insider's perspective on how to answer the most common and difficult marketing interview questions. Rise Above the Noise reveals:
- Sample answers to most important marketing interview questions
- Frameworks on how to tackle marketing case questions including pricing, marketing plans, positioning statements, advertising critiques and private label competition
- Biggest mistakes marketing candidates make at the interview and how to avoid them
- Insider tips on just what interviewers are looking for and how to answer so they can't say NO to hiring you
Questions and answers covered in the book include:
- What promotional strategies would you use for a Honey Nut Cheerios campaign?
- Develop a social good campaign for Teavana.
- Should Hidden Valley increase the price of its ranch dressing?
- Kit Kat sales declined year-over-year. Why is that, and what would you do to address it?
- Tell me about a terrible product that's marketed well.
- Sales Rank: #121236 in Books
- Published on: 2014-02-28
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .59" w x 6.00" l, .72 pounds
- Binding: Paperback
- 236 pages
From the Back Cover
PRAISE FOR RISE ABOVE THE NOISE
"For aspiring marketers, Lewis Lin's Rise Above the Noise provides a solid grounding, with concrete examples and exercises, on how to stand out during a marketing interview and land that job of your dreams." -- Luanne Calvert, Chief Marketing Officer, VIRGIN AMERICA
"There's so much confusion on how to succeed at the marketing interview, especially challenging case questions. Rise Above the Noise examines the most common and challenging interview questions including developing marketing plans, launching new products and dealing with private label competition." -- Philipp von Holtzendorff-Fehling, Chief Marketing Officer, AMERICAN HOME SHIELD, SERVICEMASTER and Former Vice President Marketing, T-MOBILE USA
"Lewis Lin presents both classic and new marketing cases - along with right and wrong approaches - to sharpen your interview impact. Useful for new graduates and mid-career professionals, Rise Above the Noise contains marketing analogs and role plays to help you elevate yourself above other candidates." -- Dan Frechtling, Vice President Global Website Products, HIBU PLC and Former Vice President, MATTEL
"I have interviewed countless candidates for marketing roles, and I wish more of them could attack problems this smartly. Follow the step-by-step guidance in this book, and you will set yourself apart from other candidates and succeed in your marketing interviews." -- Scott Shrum, Former Brand Manager, S.C. JOHNSON & SON
"With the intense competition out there for top marketing jobs, Rise Above the Noise is a practical yet thorough guide on how you can ace your interview and land the job of your dreams." -- Jason Jennings, Former Senior Marketing Manager, GENERAL MILLS
About the Author
LEWIS C. LIN is CEO of Impact Interview, an interview coaching firm. Lewis was named by CNN as one of the "top 10 job tweeters you should be following." He has also been featured on FOX, ABC News, San Francisco Chronicle, The Atlantic, The Telegraph, and Business Insider.
Before Impact Interview, Lewis was Microsoft's Director of Product Management. Prior to Microsoft, he worked at Google, leading new AdWords product launches.
Lewis holds a B.S. in computer science from Stanford University and an M.B.A. from Northwestern University's Kellogg School of Management. He lives in Seattle.
Most helpful customer reviews
8 of 8 people found the following review helpful.
Concrete, critiqued examples galore!
By Eidetic Reader
This book is a primer on the marketing interview and gives you many example answers to questions you will hear when in the hot seat. Marketing interviews are that combination of theory and practice that makes them so difficult. The author helps out by providing frameworks (STP, Perceptual Maps, ROI) for the theories and examples for the practice. Questions ran the gamut from consumer packaged goods companies, retailers, to service orgs. These concrete examples will help you by identifying what in your experiences need to be highlighted to answer the interviewer most effectively.
As you create your own answers to the questions, you can compare yourself against sample responses and measure yourself against the assessment the author gives for each question. This is an excellent learning approach for the new marketing professional or the veteran because you get a checklist of what interviewers are looking for and critiques of the good and bad answers. In my case, I've probably forgotten more marketing than I remember, and this book served as an excellent refresher on the core concepts that are important for the marketing role, while reminding me of all the examples and story from my marketing career.
Questions on how to run a social media campaign or run a drone delivery service are so timely and will help you think creatively about innovation. One area I would like to see the book emphasize more is on how to research a company, particularly its branding and marketing history. Very often interviewees fail to do their homework on a company.
With this book as your homework before the interview, though, you will get a comprehensive guide to what'll be asked in a marketing interview and how to carry yourself in a competent, believable, and persuasive manner.
7 of 9 people found the following review helpful.
Rise Above - And Cut Through - The Noise
By Amazon Customer
Think about the classic marketing interviews at Proctor & Gamble, Campbell Soup, General Mills, Nordstrom, Merck, American Express, Google, Microsoft, Amazon and Target. What's the one thing that they have in common? Tough hypothetical case interviews.
This is the best resource to get you ready for these questions. Pricing, critiquing advertising, creating marketing plans, competing against private label, calculating campaign ROI - this book covers those questions - and more.
I've read other interview preparation books, and the closest that comes to Rise Above the Noise is Marc Cosentino's Case in Point, which is a great book, but t is focused too much on management consulting interviews. If you've got a marketing interview, this is an essential component of your preparation. The author has customized all of the tips and sample cases to be marketing-specific, and you won't get bogged down in irrelevant questions (like how to value an oil tanker).
The hardest part of preparing for a high-pressure interview is practicing the concepts. The frameworks are easy-to-understand, easy-to-implement, and logical. And most important, you can get to the right answer quickly. My two favorite frameworks are the ROI worksheet and the pricing worksheet. I have always struggled with questions on evaluating price changes or calculating ROI on marketing campaigns, but Lin totally nails it with the ROI and pricing worksheets. It helped me figure out how to approach the problem with confidence and tact.
If you have a marketing interview and you're looking to really prepare thoroughly and be at the cutting edge of the competition, I highly recommend Rise Above the Noise.
2 of 2 people found the following review helpful.
Got the job!
By Michael L.
Great book with no fluff, READ ALL OF IT!
I'm an MBA student and I recently pivoted from non-profit management to product management with a tech company. My internship was with a Bay Area start-up and I have an offer with a large global tech company for the following year. This book covers much more than tech, it's for all marketing interviews.
I read this in conjunction with Lewis Lin's other book, Decode and Conquer, and will say that these books are COMPLETELY different. There is nearly 0 overlap between the two and reading each one will give you different frameworks to work with, this one obviously tailored to a marketing interview.
Lewis takes you through classic marketing interview questions and delves into what the interviewer is REALLY asking, beyond what the question itself asks. He not only gives examples of bad responses (which is how I would have responded to these questions in the past) and how they can be improved and why. The frameworks proposed in the book are clear and concise. This is a good thing because the last thing you want to do is try to run through a complicated framework in the hotseat of an interview. Simple frameworks allow you to organize your thoughts and share it with the interviewer in a way that the interviewer will understand exactly what you are talking about.
Overall I love the progression of this book and how it's organized. There's also no wasted sections, every part of this book is in there for a reason and very meaningful. I would go as far as saying some MBA programs should require this as a supplement to marketing classes, it takes a theoretical approach given in MBA classroom and applies very practical uses that can be used in interviews as well.
See all 18 customer reviews...
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