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Your Marketing Sucks
By
Mark Stevens
This is an extreme, effective, and highly original marketing guide. Most companies don't have a clue about good marketing, argues entrepreneur Mark Stevens, in this slender but vociferous guide. What they need are the principles of "extreme marketing," in which, every dollar is part of an integrated plan and brings in more than a dollar in return-strategies. Stevens bashes marketers' "conventional wisdom" and proposes big changes: stop all marketing if you can't prove it works; don't use your competitors' marketing as a benchmark; don't depend on the results of focus groups; fire sellers that don't sell; and cross-sell to consumers. With charges like "Be persistent, relentless, inventive, counterintuitive, challenging, combative, strategic and tactical," readers may be tempted to think: easy for you to say. But, this gem of a book is brimming with anecdotal evidence of advertising strategies gone awry, and full of examples of better plans. Diversification of programmes is key, as are market testing and tracking. And, if Stevens's examples aren't enough to convince (though they should be), his passion for his subject may carry the day. At the book's conclusion, Stevens instructs readers to not return to the office until they have figured out how to implement his advice. This is as different from more traditional and staid marketing how-tos as its title suggests and infinitely more useful.
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