Description
Book SynopsisPraise for
Your Gut Is Still Not Smarter Than Your Head
Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door. Your Gut Is Still Not Smarter Than Your Head demonstrates that marketing, properly understood, is your company''s engine for spotting opportunities and nurturing them to produce long-term profitable growth.
-Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management
Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus. Here''s a practical approach to marketing strategy and tactics that can drive profitability and growth. There are no ''blink'' shortcuts here-this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read!
-Susanne Lyons, Chief Marketing Officer, Visa USA
Clancy and Krieg have
Table of ContentsSection I
Why You Should Be Unhappy with Your Marketing Even if You’re Not 1
1 Nothing Is More Important than Marketing 3
2 More Marketing Decisions Are Made with Guts than Brains 25
3 How to Give Your Marketing a “Performance Review” 45
Section II
Six Easy Steps (and One Hard One) to Better Marketing 57
4 So Many Targets . . . So Which Are Worth Targeting? 59
5 Positioning: The Battle for the Mind Is Lost before the First Shot Is Fired 81
6 Generate Two Billion Product Ideas and Choose the Best One 103
7 Don’t Slip in the Media Muddle 129
8 Why Your Advertising Is a Waste—and What to Do about It 147
9 Sports Sponsorships Are Often a Mug’s Game 167
10 How to Make the Sales Reps Our Friends . . . Really 185
Section III
How to Finally Make It All Work Together 203
11 Connect All the Marketing Plan’s Dots 205
12 How to Get All These Great Plans Implemented 227
13 Brand Equity—Out; Customer Equity—In 243
14 Yes, You Can Measure Marketing ROI 263
Notes 277
Index 285
