Description
Book SynopsisMarketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south.
Trade Review“…I heartily recommend it to both the marketing professional and non-marketing manager...” (
Journal of Consumer Marketing, Vol.22, No.1, 2005)
“…everyone in marketing should give this a read…” (Media Week, 27 July 2004)
“…might well be the most instantly useful marketing guide to come off the shelf for years…” (Internetworks, September 2004)
“… a ‘must-have’ title for anyone aiming to remain competitive in their respective market place.” (Publishing News, 19th March 2004)
Table of ContentsIntroduction: The State of Marketing Today.
Chapter 1: Your Company Is Not Sufficiently Market Focused and Customer Driven.
Chapter 2: Your Company Does Not Fully Understand Its Target Customers.
Chapter 3: Your Company Needs to Better Define and Monitor Its Competitors.
Chapter 4: Your Company Has Not Properly Managed Its Relationships with Its Stakeholders.
Chapter 5: Your Company Is Not Good at Finding New Opportunities.
Chapter 6: Your Company’s Marketing Planning Process Is Deficient.
Chapter 7: Your Company’s Product and Service Policies Need Tightening.
Chapter 8: Your Company’s Brand-Building and Communication Skills Are Weak.
Chapter 9: Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing.
Chapter 10: Your Company Has Not Made Maximum Use of Technology.
Epilogue: The Ten Commandments of Marketing Effectiveness.
Index.
