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Your Gut is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits
By: Kevin Clancy , Peter KriegeBook Publisher: John Wiley & Sons
Imprint: John Wiley & Sons, Inc.
Format: Adobe Encrypted (DRM)
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How to make marketing scientific, accountable, and effective
Marketing has traditionally been gut-driven, undisciplined, and often unaccountable. Marketing executives rarely had to defend their expenditures and results. But those times are changing. In Your Gut Is Still Not Smarter Than Your Head, marketing consultants Clancy and Krieg explain how to implement disciplined, accountable marketing that achieves results. Similar to Six Sigma in its methodologies, disciplined, accountable marketing will revolutionize the industry as we know it. The authors explain what disciplined marketing looks like in every crucial type of marketing decision, from positioning to distribution, and provide case histories that clearly show how disciplined marketing beats gut-level thinking and planning every time.
Kevin Clancy (Boston, MA) is Chairman and CEO of Copernicus Marketing Consulting, a leading research and consulting organization with an international clientele. He is currently Adjunct Professor of Marketing at Boston University. Peter Kreig (Boston, MA) is Executive Vice President of Copernicus.
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| Title of Business & Economics eBook: Your Gut is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits | |
| Release Date: 04-06-2007 | |
| Publisher: John Wiley & Sons, Inc. |
This eBook download is available in the following formats:
| Parent title | Your Gut is Still Not Smarter Than... |
|---|---|
| Encrypted (DRM) | Yes |
| SKU | 9780470149386 |
| File size | 2469 |
| Security | n/a |
| Printing | Not allowed |
| Copying | Not allowed |
| Read aloud | No Sys requirements Download reader |
| Devices | Samsung Tablet, Apple Ipad & Iphone, Barnes & Noble Nook, Kobo eReader, Aluratek Libre, Iliad, Nokia, Blackberry, Hanlin |
| Note | Excellent navigation features are available via Adobe such as bookmarks and a quick access table of contents. Text search is easily accessible. An Adobe DRM-protected file is different than a pdf file in that it uses Adobe DRM (Digital Rights Management) technology, which authors and publishers use to protect their content from illegal online distribution and to set certain privileges such as restrictions on copying and printing. |
Your Gut is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits
Chapter One
Nothing Is More Important than Marketing
Peter Drucker once noted the only purpose of a business is to find and keep customers. If there are no customers, there is no business. And the only purpose of marketing is to find customers for businesses. Therefore, marketing is at the heart of every business. However, by marketing we don't mean silly advertising, golf outings, or buy-one-get-one-free loss leaders. We mean solving people's problems with products and services at a profit.
Because the business's purpose is to find and keep customers, all company activities that touch customers directly or indirectly fall within marketing's purview. So marketing is about research and development (R&D), distribution, pricing, advertising, direct marketing, and sales. It is about public relations, the company web site, and sports and event sponsorship. And in the sophisticated company of tomorrow, the chief marketing officer (CMO) will be responsible for all of these functions.
In these companies, the CMOs will still make marketing decisions based in part on creativity, judgment, and experience-to a modest extent by using their gut-but experience will be supplemented, buttressed, or balanced by careful analysis of unimpeachable data. That is, facts.
We've helped companies large and small improve their marketing through analysis of hard data, by using their heads rather than their instincts. Yet we see too many marketers making their decisions with their gut rather than their heads. Consider what happened to Interstate Bakeries.
In early 2001,
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