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Your gut is still not smarter than your head : how disciplined, fact-based marketing can drive extraordinary growth and profits

Author: Kevin J Clancy; Peter C Krieg
Publisher: Hoboken, N.J. : Wiley, ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Praise for Your Gut Is Still Not Smarter Than Your Head "Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door.

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Kevin J Clancy; Peter C Krieg
ISBN: 9780471979937 0471979937
OCLC Number: 80916958
Description: viii, 296 pages : illustrations ; 24 cm
Contents: Why You Should Be Unhappy with Your Marketing Even if You're Not --
Nothing Is More Important than Marketing --
More Marketing Decisions Are Made with Guts than Brains --
How to Give Your Marketing a "Performance Review" --
Six Easy Steps (and One Hard One) to Better Marketing --
So Many Targets ... So Which Are Worth Targeting? --
Positioning The Battle for the Mind Is Lost before the First Shot Is Fired --
Generate Two Billion Product Ideas and Choose the Best One --
Don't Slip in the Media Muddle --
Why Your Advertising Is a Waste-and What to Do about It --
Sports Sponsorships Are Often a Mug's Game --
How to Make the Sales Reps Our Friends ... Really --
How to Finally Make It All Work Together --
Connect All the Marketing Plan's Dots --
How to Get All These Great Plans Implemented --
Brand Equity-Out --
Customer Equity-In --
Yes, You Can Measure Marketing ROI.
Responsibility: Kevin Clancy, Peter Krieg.
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