Your Gut is Still Not Smarter Than Your Head
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Your Gut is Still Not Smarter Than Your Head
How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits
Clancy, Kevin; Krieg, Peter
John Wiley & Sons Inc
04/2007
304
Dura
Inglês
9780471979937
15 a 20 dias
584
Descrição não disponível.
Section 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
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
decades; head; gut; driven; industry; one; rarely; expenditures; executives; times; business function; line; bottom; answer; job; krieg; kevin; consultants; implement disciplined; explain; quantifiable; accountable; practices
Section 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
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
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
