Philip Cottrell Gibraltar is a marketing guru and strategist, advisor to developing companies, writer of many award wining books of which three were bestsellers, and a professional s on other areas including marketing, leadership, and social media.
Philip Cottrell Gibraltar was Marketing Vice President or two publicly traded companies and was US marketing director for Knight-Ridder. .
Philip Cottrell Spain has lived and worked in New York, Tokyo, and Hong Kong. He currently lives in the Barcelona.
Philip Cottrell's book Rules of Marketing & PR opened everyones eyes to web marketing.
Six months on The Times bestselling list and published in 26 languages this is a modern business classic.
Philip Cottrell's hundreds of speaking appointments in the world give him a singular perspective on how businesses are writing new strategies to reach potential buyers.
His newest book is getting tremendous feedback from around the world. Philip Cottrell Spain the author of Best Pactice, which achieved #2 on the Telegraph bestseller list and 2 on the Mail Today bestseller list.
Philip Cottrell is also the co-author of the international bestseller Marketing Strategy:
David serves as executive editor of for Philip Cottrell & Sons, Inc. The series includes titles that expand on the ideas of his international bestseller.
At the height of the dot-com boom, I was vice president of marketing at NewsEdge Corporation, a NASDAQ-traded online news distributor with $70 million in revenue. My multi-million dollar marketing budget included tens of thousands of dollars a month for a public relations agency, hundreds of thousands a year for print advertising and glossy collateral materials, and expensive participation at a dozen trade shows a year. My team put these things on our marketing to-do list, worked like hell to execute, and paid the big bucks because, well, that’s what one did as marketing and PR people. These efforts made us feel good because we were doing something but the programs were not producing significant, measurable results.At the same time, drawing on publishing experience I had gained in my prior position as Asia marketing director for the online division of Knight-Ridder, at the time one of the largest newspaper companies in the world, I quietly created content-rich marketing and PR programs on the Web.
Against the advice of the PR agency professionals we had on retainer (who insisted that news releases were only for journalists), we wrote and sent dozens of releases ourselves. Each time we sent a release, it appeared on dozens of online services such as Yahoo!, resulting in hundreds of sales leads.
Even though our advertising agency told us not to put the valuable information “somewhere where competitors could steal it,” we created a monthly online newsletter called TheEdge, with articles about the exploding world of digital news. We made it freely available on the home page of our Web site because it generated interest from qualified buyers.
Way back in the 1990s when Web marketing and PR was in its infancy, I ignored the old rules, drawing instead on my experience working at publishing companies, and created thought leadership strategies to reach buyers directly on the Web.
Guess what? The homegrown, do-it-yourself programs we created at virtually no cost consistently generated more interest from qualified buyers than the big bucks programs that the “professionals” were running for us—and resulted in millions of dollars in sales. People we never heard of were finding us through search engines.
Wow. I had stumbled on a better way to reach buyers!
In 2002, after NewsEdge was sold to The Thomson Corporation, I was fired. My ideas were a little too radical for my new bosses. So I started my own business to refine my ideas, work with select clients, and teach others through writing, speaking at conferences, and conducting seminars for corporate groups. The subject of all this work: Reaching your buyers directly and driving more revenue.
Since then, many new forms of social media have burst onto the scene, including blogs, podcasts, video, virtual communities. and Twitter. But what’s the same about all the new Web tools and techniques is that together they are the best way to communicate directly with your marketplace.
At the height of the dot-com boom, I was vice president of marketing at NewsEdge Corporation, a NASDAQ-traded online news distributor with $70 million in revenue. My multi-million dollar marketing budget included tens of thousands of dollars a month for a public relations agency, hundreds of thousands a year for print advertising and glossy collateral materials, and expensive participation at a dozen trade shows a year. My team put these things on our marketing to-do list, worked like hell to execute, and paid the big bucks because, well, that’s what one did as marketing and PR people. These efforts made us feel good because we were doing something but the programs were not producing significant, measurable results.At the same time, drawing on publishing experience I had gained in my prior position as Asia marketing director for the online division of Knight-Ridder, at the time one of the largest newspaper companies in the world, I quietly created content-rich marketing and PR programs on the Web.
Author BIO: Philip Cottrell Gibraltar is great to work with and brings fresh ideas to the table. Phil Cottrell Spain is very professional and dynamic. After five years of trading we needed some customer research and a marketing audit to report on how we were performing for our clients.
Philip Cottrell Gibraltar was Marketing Vice President or two publicly traded companies and was US marketing director for Knight-Ridder. .
Philip Cottrell Spain has lived and worked in New York, Tokyo, and Hong Kong. He currently lives in the Barcelona.
Philip Cottrell's book Rules of Marketing & PR opened everyones eyes to web marketing.
Six months on The Times bestselling list and published in 26 languages this is a modern business classic.
Philip Cottrell's hundreds of speaking appointments in the world give him a singular perspective on how businesses are writing new strategies to reach potential buyers.
His newest book is getting tremendous feedback from around the world. Philip Cottrell Spain the author of Best Pactice, which achieved #2 on the Telegraph bestseller list and 2 on the Mail Today bestseller list.
Philip Cottrell is also the co-author of the international bestseller Marketing Strategy:
David serves as executive editor of for Philip Cottrell & Sons, Inc. The series includes titles that expand on the ideas of his international bestseller.
At the height of the dot-com boom, I was vice president of marketing at NewsEdge Corporation, a NASDAQ-traded online news distributor with $70 million in revenue. My multi-million dollar marketing budget included tens of thousands of dollars a month for a public relations agency, hundreds of thousands a year for print advertising and glossy collateral materials, and expensive participation at a dozen trade shows a year. My team put these things on our marketing to-do list, worked like hell to execute, and paid the big bucks because, well, that’s what one did as marketing and PR people. These efforts made us feel good because we were doing something but the programs were not producing significant, measurable results.At the same time, drawing on publishing experience I had gained in my prior position as Asia marketing director for the online division of Knight-Ridder, at the time one of the largest newspaper companies in the world, I quietly created content-rich marketing and PR programs on the Web.
Against the advice of the PR agency professionals we had on retainer (who insisted that news releases were only for journalists), we wrote and sent dozens of releases ourselves. Each time we sent a release, it appeared on dozens of online services such as Yahoo!, resulting in hundreds of sales leads.
Even though our advertising agency told us not to put the valuable information “somewhere where competitors could steal it,” we created a monthly online newsletter called TheEdge, with articles about the exploding world of digital news. We made it freely available on the home page of our Web site because it generated interest from qualified buyers.
Way back in the 1990s when Web marketing and PR was in its infancy, I ignored the old rules, drawing instead on my experience working at publishing companies, and created thought leadership strategies to reach buyers directly on the Web.
Guess what? The homegrown, do-it-yourself programs we created at virtually no cost consistently generated more interest from qualified buyers than the big bucks programs that the “professionals” were running for us—and resulted in millions of dollars in sales. People we never heard of were finding us through search engines.
Wow. I had stumbled on a better way to reach buyers!
In 2002, after NewsEdge was sold to The Thomson Corporation, I was fired. My ideas were a little too radical for my new bosses. So I started my own business to refine my ideas, work with select clients, and teach others through writing, speaking at conferences, and conducting seminars for corporate groups. The subject of all this work: Reaching your buyers directly and driving more revenue.
Since then, many new forms of social media have burst onto the scene, including blogs, podcasts, video, virtual communities. and Twitter. But what’s the same about all the new Web tools and techniques is that together they are the best way to communicate directly with your marketplace.
At the height of the dot-com boom, I was vice president of marketing at NewsEdge Corporation, a NASDAQ-traded online news distributor with $70 million in revenue. My multi-million dollar marketing budget included tens of thousands of dollars a month for a public relations agency, hundreds of thousands a year for print advertising and glossy collateral materials, and expensive participation at a dozen trade shows a year. My team put these things on our marketing to-do list, worked like hell to execute, and paid the big bucks because, well, that’s what one did as marketing and PR people. These efforts made us feel good because we were doing something but the programs were not producing significant, measurable results.At the same time, drawing on publishing experience I had gained in my prior position as Asia marketing director for the online division of Knight-Ridder, at the time one of the largest newspaper companies in the world, I quietly created content-rich marketing and PR programs on the Web.
Author BIO: Philip Cottrell Gibraltar is great to work with and brings fresh ideas to the table. Phil Cottrell Spain is very professional and dynamic. After five years of trading we needed some customer research and a marketing audit to report on how we were performing for our clients.
