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Author: Peter C. Krieg
Publisher: Simon and Schuster
ISBN: 0743205545
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. 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.
Author: Peter C. Krieg
Publisher: Simon and Schuster
ISBN: 0743205545
Category : Business & Economics
Languages : en
Pages : 369
Get Book Here
Book Description
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. 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.
Author: Stephen Genco
Publisher: Intuitive Consumer Insights LLC
ISBN: 9780578576961
Category : Business & Economics
Languages : en
Pages : 408
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Book Description
Intuitive Marketing introduces a new theory of marketing that does not rely on overt or covert persuasion and does not require treating consumers as "patsies." Traditional marketing assumes its purpose is persuasion it must grab people's attention, get them to change their minds, and convince them to do what they didn't know they wanted to do. Marketers compete every day to develop messages that "attract eyeballs," "rise above the clutter," and achieve "stopping power." But to the average consumer, marketing and advertising are becoming overwhelming. From their point of view, it's all clutter, it's all annoying, it's all an imposition on their already overworked conscious minds. Ironically, marketers are creating a "tragedy of the commons" effect. By collectively overgrazing consumers' "attentional commons," they are creating an environment that makes it less likely consumers will allocate attention to any of their messages. Intuitive marketing is based on a different view of how consumers think, act, and respond to marketing; a view built directly on the latest findings and insights from brain science. Like traditional marketing, intuitive marketing seeks to influence consumers. But it does so in a radically different way: by aligning with consumers' existing motivations and goals, primarily in the service of positive psychological needs, rather than by attempting to impose immediate transactional goals on consumers using tactics of disruption, distraction, and persuasion. Five intuitive marketing strategies are presented throughout the book. They show how marketers can simultaneously shape and satisfy consumer wants and needs by leveraging cognitive mechanisms such as unconscious association building, familiarity, trust, conditioning via small emotional rewards, and connecting with consumers' innate aspirations and identity needs. Intuitive Marketing demonstrates both the perils of persuasion as a marketing strategy and the promise of intuitive marketing as a better way to build lasting relationships with customers and consumers. It provides a path forward for marketing that treats consumers with respect, earns (rather than demands) attention, aligns with (rather than disrupts) consumer motivations and goals, and recognizes the reality of how consumers think, learn, and choose in the modern marketplace.
Author: Ryan Levesque
Publisher: Hay House, Inc
ISBN: 1401958796
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
The go-to guide for small-business owners and entrepreneurs to discover exactly what consumers want to buy and how to get it to them. As a small-business owner, entrepreneur, or marketer, are you absolutely certain that you know what your customer wants? And even if you know what your customer wants, are you sure that you are able to clearly communicate that you offer the exact thing that they are seeking? In this best-selling book, Ryan Levesque lays out his proven, repeatable, yet slightly counterintuitive, methodology for understanding the core wants and motivations of your customer. Levesque's Ask Method provides a way to discover what customers want to buy by guiding them through a series of questions and customizing a solution from them so they are more likely to purchase from you. And all through a completely automated process that does not require one-on-one conversations with every single customer. The Ask method has generated over $100 million in online sales across 23 different industries and counting. Now it is your turn to use it to create a funnel, skyrocket your online income, and create a mass of dedicated fans for you and your company in the process.
Author: Izhar Oplatka
Publisher: Emerald Group Publishing
ISBN: 1781902437
Category : Education
Languages : en
Pages : 297
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Book Description
The introduction of educational markets into public and higher education in many countries has led to competitive environments for schools and higher education institutions. This book presents the works of leading scholars and researchers in the field of educational marketing who handle issues of student retention.
Author: Jagdish N Sheth
Publisher: Routledge
ISBN: 131747287X
Category : Business & Economics
Languages : en
Pages : 458
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Book Description
Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.
Author: United States. Federal Trade Commission. Bureau of Consumer Protection
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 632
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Book Description
Author: Ghalia Boustani
Publisher: Routledge
ISBN: 1000422445
Category : Business & Economics
Languages : en
Pages : 104
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Book Description
Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers. They appeared in city centres, villages or other convenient places where they proposed an offering and then disappeared as soon as its offering was wearied. This is a very similar experience to the current phenomenon; ephemeral stores appear unannounced and disappear without notice or can morph into something else. Brands adopt these stores because of the array of benefits they present and their characterizing features. Consumers, on the other hand, are not only positively reactive to ephemeral stores, they actively demand these novel, engaging, satisfying or beneficial stores more than ever as they provide them with constant change and surprise. Focusing on ephemeral retailing, this book aims to provide a clear understanding of what it is, how it developed and why it gained importance in today’s busy retail scene. As many brands are adopting ephemeral stores into their distribution channels or using them as unique touchpoints, this book proposes a categorization of ephemeral retailing, explaining different ephemeral store vocations based on different brand strategies and objectives. With many professional opinions about ephemeral stores and a body of academic research developing, this book aims to combine all knowledge about the topic into one concise publication: it clarifies, consolidates and creates a clear understanding about the topic of ephemeral retailing that will inform future research and activity. The book is written for academics, students and retail professionals with an interest in relevant fields such as retail marketing and management, brand management and distribution.
Author: Giep Franzen
Publisher: Routledge
ISBN: 1317454669
Category : Business & Economics
Languages : en
Pages : 843
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Book Description
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Author: Howard R. Moskowitz
Publisher: John Wiley & Sons
ISBN: 0470276444
Category : Technology & Engineering
Languages : en
Pages : 370
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Book Description
The food and beverage industries today face an intensely competitive business environment. To the degree that the product developer and marketer – as well as general business manager – can more fully understand the consumer and target development and marketing efforts, their business will be more successful. Sensory and Consumer Research in Food Product Design and Development is the first book to present, from the business viewpoint, the critical issues faced by sensory analysts, product developers, and market researchers in the food and beverage arena. The book’s unique perspective stems from the author team of Moskowitz, Beckley, and Resurreccion, three leading practitioners in the field, who each combines an academic and business acumen. The beginning reader will be introduced to systematic experimentation at the very early stages, to newly emerging methods for data acquisition/knowledge development, and to points of view employed by successful food and beverage companies. The advanced reader will find new ideas, backed up by illustrative case histories, to provide yet another perspective on commonly encountered problems and their practical solutions. Aimed toward all aspects of the food and beverage industry, Sensory and Consumer Research in Food Product Design and Development is especially important for those professionals involved in the early stages of product development, where business opportunity is often the greatest.
Author: Ashok Som
Publisher: John Wiley & Sons
ISBN: 1119741319
Category : Business & Economics
Languages : en
Pages : 519
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Book Description
Discover the meaning of the latest trends in the luxury industry with this resource from leading voices in the field The thoroughly revised Second Edition of The Road to Luxury: The New Frontiers in Luxury Brand Management delivers a comprehensive overview of the foundations of, and new developments in, luxury brands. The book discusses a new wave of mergers and acquisitions, the rise of Gucci, the growth of Balenciaga, a variety of new collaborations between different companies, a growing support for sustainability, and the COVID-19 pandemic. Readers will also benefit from the inclusion of: An insightful analysis of the impact and meaning of the COVID-19 for the luxury industry, particularly for market growth in China The creation of savoir faire and business plan competitions in the luxury industry LVMH's sponsoring of Viva Technology Perfect for students in MBA programs or taking degrees or courses in Luxury Brand Management, The Road to Luxury will also earn a place in the libraries of executives and managers in the luxury business, marketing, branding, and advertising professionals and companies, and entrepreneurs interested in the workings of the luxury industry.
