{"product_id":"your-gut-is-still-not-smarter-than-your-head-9780471979937","title":"Your Gut is Still Not Smarter Than Your Head","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003ePraise for\u003cbr\u003e Your Gut Is Still Not Smarter Than Your Head\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e -Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management\u003cbr\u003e \u003cbr\u003e 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!\u003cbr\u003e -Susanne Lyons, Chief Marketing Officer, Visa USA\u003cbr\u003e \u003cbr\u003e Clancy and Krieg have\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eSection I\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eWhy You Should Be Unhappy with Your Marketing Even if You’re Not 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Nothing Is More Important than Marketing 3\u003c\/p\u003e \u003cp\u003e2 More Marketing Decisions Are Made with Guts than Brains 25\u003c\/p\u003e \u003cp\u003e3 How to Give Your Marketing a “Performance Review” 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection II\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSix Easy Steps (and One Hard One) to Better Marketing 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 So Many Targets . . . So Which Are Worth Targeting? 59\u003c\/p\u003e \u003cp\u003e5 Positioning: The Battle for the Mind Is Lost before the First Shot Is Fired 81\u003c\/p\u003e \u003cp\u003e6 Generate Two Billion Product Ideas and Choose the Best One 103\u003c\/p\u003e \u003cp\u003e7 Don’t Slip in the Media Muddle 129\u003c\/p\u003e \u003cp\u003e8 Why Your Advertising Is a Waste—and What to Do about It 147\u003c\/p\u003e \u003cp\u003e9 Sports Sponsorships Are Often a Mug’s Game 167\u003c\/p\u003e \u003cp\u003e10 How to Make the Sales Reps Our Friends . . . Really 185\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection III\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow to Finally Make It All Work Together 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e11 Connect All the Marketing Plan’s Dots 205\u003c\/p\u003e \u003cp\u003e12 How to Get All These Great Plans Implemented 227\u003c\/p\u003e \u003cp\u003e13 Brand Equity—Out; Customer Equity—In 243\u003c\/p\u003e \u003cp\u003e14 Yes, You Can Measure Marketing ROI 263\u003c\/p\u003e \u003cp\u003eNotes 277\u003c\/p\u003e \u003cp\u003eIndex 285\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402706002263,"sku":"9780471979937","price":16.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780471979937.jpg?v=1730481294","url":"https:\/\/bookcurl.com\/products\/your-gut-is-still-not-smarter-than-your-head-9780471979937","provider":"Book Curl","version":"1.0","type":"link"}