Holy Grail of Marketing

Order a copy
Over the past ten years of teaching MBA and undergraduate Marketing courses at Fordham and Seton Hall Universities, I have coined the term "Holy Grail of Marketing." This has become the core operating system for my students to draw from when learning about and applying the latest trends in marketing.

Holy Grail of Marketing defined

The Holy Grail of Marketing is not just a theoretical concept; it is a practical approach to achieving marketing success. It is about reaching the Right person, with the Right message, in the Right environment, at the Right time, all leading to the Right outcome. With today's marketing landscape changing at rapid speed, this book provides a modern day framework to help marketers achieve success. What's more, AI and data are the keys to optimizing your marketing dollars. Holy Grail of Marketing covers how AI often overlooks the emotional connection a brand has with it's consumers which needs to be curated by the marketing practitioner. Marketers increasingly need to promote their brand's purpose to gain long term positive outcomes.
I demonstrate how data and insights can help you identify and understand your best existing and prospective customers. Utilizing the most sophisticated digital tools, such as AI, time- based data, contextual targeting, and more, are invaluable to creating and executing a successful marketing campaign. The Holy Grail of Marketing is the North Star and the highest possible standard that a marketer strives for. This book serves as a beacon for anyone launching a brand, big or small, who is accountable for every marketing dollar they spend and wants to achieve a maximum return on investment. Holy Grail of Marketing's unique value lies in its invaluable case studies and visuals, vividly demonstrating this framework’s principles and making the learning experience more practical and engaging. I show brands doing it well and brands that are falling short. Check out my Substack Stay tuned for more materials on this topic, including a book, podcast, and video series, to further explore this fascinating aspect of marketing. Below are recent interviews: Video interview with legenday founder of 1-800 Flowers, Jim McCann Video interview with Pauline Brown, Former CEO of LVMH Americas Video interview with Bermuda Tourism CMO Video interview with Matteo Atti, Global CMO of VistaJet Video Interview with the CMO of The Weather Company discussing the Holy Grail of Marketing. Video interview with CMO of Pearle Vision and Happy Feet Video Interview with CMO of Holland America Cruiseline

Professor Licciardi

Greg Licciardi received his MBA from Fordham University and his undergraduate degree from Rutgers University. He has been an Adjunct Professor of Marketing at Fordham and Seton Hall universities for the past ten years. As Vice President of Sponsorships and Partner Programs at the ANA, Association of National Advertisers, he consults with leading brands on how to elevate their marketing campaigns using the ANA's vast resources and events. He has also held senior leadership roles at American Express, Univision and Worth Media Group where he has won numerous awards.