Believe that CEOs know a lot about marketing? That databases have all the answers? That if Procter & Gamble does it, it must be right?
If you're like most marketers, you're awash in myths like these. They pervade your decision making and cloud your vision. Eventually they'll suck the very life from your organization - whether you're established or start-up, profit or nonprofit, MBA-heavy or mom-and-pop run.
So roll up your sleeves, heave common "wisdom" onto the trash heap, and rescue your business before it's too late. In brash and brilliant style, two of the world's most renowned marketing consultants will open your eyes to 170 myths that are killing products, services, and brands. They'll steer you toward radical changes - unconventional, counterintuitive, razor-sharp - that will snatch you from the jaws of death wish marketing.
Kevin Clancy and Robert Shulman draw on more than 50 years of combined experience in the marketing trenches and corporate boardrooms. The raw power and sweeping scope of their insights will lead you to rethink your entire marketing strategy, one debunked myth at a time. Here are just a few of the accepted "truths" you'll learn to reject: Partnership Marketing, TQM, Corporate Reengineering, and Brand Equity are surefire ways for building business. The best place to recruit marketing talent is from packaged goods companies. Small shops can't compete with giants like Walmart. Big customers are your best customers. Focus groups are a serious marketing research tool. The most appealing products are the most profitable. Retailers know a great deal about their customers. Buyer and trade promotion are profitable things to do. 100% customer satisfaction and retention are smart business objectives. Finance should be the center of the Business Solar System.
If you're like most marketers, you're awash in myths like these. They pervade your decision making and cloud your vision. Eventually they'll suck the very life from your organization - whether you're established or start-up, profit or nonprofit, MBA-heavy or mom-and-pop run.
So roll up your sleeves, heave common "wisdom" onto the trash heap, and rescue your business before it's too late. In brash and brilliant style, two of the world's most renowned marketing consultants will open your eyes to 170 myths that are killing products, services, and brands. They'll steer you toward radical changes - unconventional, counterintuitive, razor-sharp - that will snatch you from the jaws of death wish marketing.
Kevin Clancy and Robert Shulman draw on more than 50 years of combined experience in the marketing trenches and corporate boardrooms. The raw power and sweeping scope of their insights will lead you to rethink your entire marketing strategy, one debunked myth at a time. Here are just a few of the accepted "truths" you'll learn to reject: Partnership Marketing, TQM, Corporate Reengineering, and Brand Equity are surefire ways for building business. The best place to recruit marketing talent is from packaged goods companies. Small shops can't compete with giants like Walmart. Big customers are your best customers. Focus groups are a serious marketing research tool. The most appealing products are the most profitable. Retailers know a great deal about their customers. Buyer and trade promotion are profitable things to do. 100% customer satisfaction and retention are smart business objectives. Finance should be the center of the Business Solar System.
