Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense
Clancy, Kevin J.; Krieg, Peter C.
Language: English
Published by The Free Press, New York, NY, U.S.A., 2000
- First Edition
- Hardcover
- Used
Seller: Kenneth A. Himber, Lebanon, NJ, U.S.A.Kenneth A. Himber
AbeBooks seller since July 25, 2000
Condition: Used - As new
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- Title
- Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense
- Author
- Clancy, Kevin J.; Krieg, Peter C.
- Publisher
- The Free Press, New York, NY, U.S.A.
- Publication year
- 2000
- Condition
- As New
- Dust jacket
- As New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0684855550
- ISBN 13
- 9780684855554
- Edition
- First Printing
- Seller catalogs
- Business, Economics & Finance Studies
In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously.
In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance.
Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs.
Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.
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About the Author
"About the title" may belong to another edition of this title.
Kenneth A. Himber
Lebanon, NJ, U.S.A.
AbeBooks seller since July 25, 2000
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