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| Author | : Kevin J. Clancy |
| Publisher | : McGraw Hill Professional |
| Total Pages | : 354 |
| Release | : 1995 |
| Genre | : Business & Economics |
| ISBN | : 9780070113619 |
In a brash and brilliant style, two of the world's most renowned marketing consultants open reader's eyes to 170 myths that are killing products, services and brands. They steer readers toward radical change that will snatch them from the jaws of death wish marketing. Illustrations.
| Author | : Peter C. Krieg |
| Publisher | : Simon and Schuster |
| Total Pages | : 369 |
| Release | : 2001-02-21 |
| Genre | : Business & Economics |
| ISBN | : 0743205545 |
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.
| Author | : Michael Dawson |
| Publisher | : University of Illinois Press |
| Total Pages | : 228 |
| Release | : 2003 |
| Genre | : Business & Economics |
| ISBN | : 9780252028090 |
"Michael Dawson provides a step-by-step account of how the corporate marketing behemoth works and grows. Using first-hand evidence, he shows how big business marketing campaigns penetrate and alter the lives of ordinary Americans."--BOOK JACKET.
| Author | : Joseph H. Boyett |
| Publisher | : John Wiley & Sons |
| Total Pages | : 252 |
| Release | : 2003-02-25 |
| Genre | : Business & Economics |
| ISBN | : 0471434264 |
Discusses the newest marketing concepts. The Guru name is synonymous with expert, candid advice. The Guru format provides an easy reference to a wide range ofideas and practices.
| Author | : Jim Morris |
| Publisher | : Red Wheel/Weiser |
| Total Pages | : 274 |
| Release | : 2021-05-01 |
| Genre | : Business & Economics |
| ISBN | : 1632657511 |
Jim Morris has been responsible for some of the most memorable ad campaigns in history. He knows best that bad ads don’t just create themselves. Part indictment on the advertising industry, part cautionary tale on what not to do with your ads, Jim pulls no punches to better ad people everywhere. “How many ads have you seen that made you question the intelligence of whomever designed it? Probably too many. If every ad person read Badvertising, the world would be a more intelligent and prosperous place.” —Jonah Berger, New York Times bestselling author of Contagious and The Catalyst “Incisive and daring, Badvertising is the only book you need to truly understand both the inner workings of America’s ad agencies, and the minds of those who never cease to astound us with both their creative genius and profound stupidity. After just one reading, you’ll never see advertising the same way again.” —Drew Eric Whitman, bestselling author of Cashvertising How can the ad industry even exist when almost all of the products that it produces fall on a continuum from flawed to failed? What is it about this industry and the process of creating, selling, and producing ads that causes so much advertising to be so bad? These are the questions answered in Badvertising. A provocative, truth-to-power exposé of ad agencies’ flaws, foibles, and failings—and why they matter to the consumer and to those in the business. Morris, an advertising legend known as “Tagline Jim,” surveys myriad advertising “agents of stupidity.” Hilarious, horrifying, and insightful, each chapter is a grenade lobbed into America’s ad bunkers. Badvertising is a candid, never-seen-before accumulation of real-world don’ts and more don’ts, providing valuable cautionary tales of advertising’s stupid side.
| Author | : John Schuler |
| Publisher | : John C Schuler |
| Total Pages | : 227 |
| Release | : 2005-05 |
| Genre | : |
| ISBN | : 1411632540 |
A Sales Handbook for Non-Sales Executives. How to dramatically improve revenue by giving all your people CREDIT* for success. *Communications, Rewards, Education, Discipline, Inclusiveness and Training.
| Author | : Hugh Davidson |
| Publisher | : Routledge |
| Total Pages | : 414 |
| Release | : 2012-06-25 |
| Genre | : Business & Economics |
| ISBN | : 1136375899 |
Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results. Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing.
| Author | : Giep Franzen |
| Publisher | : Routledge |
| Total Pages | : 588 |
| Release | : 2015-02-12 |
| Genre | : Business & Economics |
| ISBN | : 1317454677 |
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
| Author | : Philip Kotler |
| Publisher | : John Wiley & Sons |
| Total Pages | : 530 |
| Release | : 2011-01-19 |
| Genre | : Medical |
| ISBN | : 1118047176 |
This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.
| Author | : John Bellamy Foster |
| Publisher | : Monthly Review Press |
| Total Pages | : 384 |
| Release | : 2020-02-24 |
| Genre | : Political Science |
| ISBN | : 1583678409 |
Bridges the gap between social and environmental critiques of capitalism In the nineteenth century, Karl Marx, inspired by the German chemist Justus von Liebig, argued that capitalism’s relation to its natural environment was that of a robbery system, leading to an irreparable rift in the metabolism between humanity and nature. In the twenty-first century, these classical insights into capitalism’s degradation of the earth have become the basis of extraordinary advances in critical theory and practice associated with contemporary ecosocialism. In The Robbery of Nature, John Bellamy Foster and Brett Clark, working within this historical tradition, examine capitalism’s plundering of nature via commodity production, and how it has led to the current anthropogenic rift in the Earth System. Departing from much previous scholarship, Foster and Clark adopt a materialist and dialectical approach, bridging the gap between social and environmental critiques of capitalism. The ecological crisis, they explain, extends beyond questions of traditional class struggle to a corporeal rift in the physical organization of living beings themselves, raising critical issues of social reproduction, racial capitalism, alienated speciesism, and ecological imperialism. No one, they conclude, following Marx, owns the earth. Instead we must maintain it for future generations and the innumerable, diverse inhabitants of the planet as part of a process of sustainable human development.
