The Owned Media Doctrine

Marketing operations theory, strategy, and execution for the 21st century real–time brand

by Erik Deckers, Taulbee Jackson & With Jay Baer



Book Details

Language : English
Publication Date : 7/3/2013

Format : Softcover
Dimensions : 6x9
Page Count : 236
ISBN : 9781480801196
Format : Hardcover
Dimensions : 6x9
Page Count : 236
ISBN : 9781480801202
Format : E-Book
Dimensions : N/A
Page Count : 236
ISBN : 9781480801219

About the Book

“The Petraeus Doctrine for the 21st Century Marketer”

The Owned Media Doctrine is to Marketing what The Petraeus Doctrine was to modern warfare - a complete re-thinking of philosophy, strategy and tactics, dictated by the way war has changed. Just like in warfare, marketing and media is not at all what it used to be - but marketers are still fighting the battle like it’s 1965.

The Owned Media Doctrine is just that, a new doctrine for Marketing. A new philosophy, strategic approach and operational model for the marketing operations function based on how media works today, and how it will work in the future. It’s the marketer’s field manual for today’s two-way, real-time media environment.

“In this remarkable – and remarkably useful – book, Jackson and Deckers provide the granular, step-by-step instructions and advice that senior digital marketers have craved for years. This is the book you’ll keep on your desk forever (or at least until they have time to write the 2nd edition).”

—Jay Baer - Convince & Convert

“Reis and Trout changed the way we think with Marketing Warfare. Anderson did it with The Long Tail. Jackson eloquently welcomes us to the new age of Owned Media and the reality we face as real-time marketers. An immediate must read....and more importantly, an immediate must do.”

—Michael Grimes, VP, Omni-Channel Marketing at Finish Line

“Everything in this book just makes so much sense! If the words “content” or “marketing” are anywhere in your job description do yourself a favor and read it cover to cover.”

—Shelly Towns, VP of Product at

The Owned Media Doctrine will show you a future-proof way to advance your marketing efforts based on real-world experience with some of the largest brands on the planet... and it will let the ever-changing media ecosystem evolve around you, rather than the other way around.

About the Author

Taulbee Jackson is the founder and CEO of Raidious. He was one of the first people on the Internet to use the phrase “owned media” and has developed real-time content strategy for Walmart, the Super Bowl, the US Government, and many other national and global brands. He is married and has three sons. Erik Deckers is the owner and vice president of creative services for Professional Blog Service. He has been a newspaper humor columnist since 1994 and is also an award-winning playwright. He is the coauthor of Branding Yourself and No Bullshit Social Media; and he helped write Twitter Marketing for Dummies.