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It's Not Rocket Science: Using Marketing to Build a Sustainable Business

It's Not Rocket Science: Using Marketing to Build a Sustainable Business

It's Not Rocket Science: Using Marketing to Build a Sustainable Business

It's Not Rocket Science: Using Marketing to Build a Sustainable Business

Overview

It's Not Rocket Science was originally released in 1997...at a time when dot coms were just starting to inch towards the headlines, possibilities seemed endless and the word "recession" was hidden deep in the vocabulary of a forgotten era. The message Mitchell Gooze hammered home in 1997 was that marketing, when carefully thought through and carefully implemented could build a sustainable and predicatable business. In other words, marketing was a tool that could build a business which WOULD be around in 2001.

But, as we release the paperback edition of this successful book, the business landscape looks vastly different. The dot commers have spent their big budgets...mom and pop stores are no longer botiques in vogue, but stores facing extinction...and executives are looking around wondering what happened and what can be done to stop the downward spiral.

The strategies, thought-processes, and practical wisdom passed along in It's Not Rocket Science ring true now more than ever. Forget Buzz Marketing, Grass Roots Marketing, Niche Marketing...This is Marketing 101! Think of "Rocket Science" as a refresher course in Common-Sense Marketing!

Product Details

ISBN-13: 9781889772042
Publisher: Institute For Marketing & Innovation, Incorporated
Publication date: 08/28/2001
Edition description: CUSTOMER MANUFACTURING GROUP
Pages: 318
Product dimensions: 5.30(w) x 8.30(h) x 0.90(d)

Read an Excerpt

(Chapter One: A Definition of Marketing) Have you ever noticed many people use the words 'selling' and 'marketing' interchangeably? It's commonplace. Businesspeople substitute one word for the other in conversation . . . and no one notices.

A CEO announces, "We have to improve our marketing," and then calls the sales force together to devise new strategies. Or, key employees spend days putting a marketing program together, but actually create a sales approach. Even for that purpose, it's inadequate, because it does not contain the vital additional information a real marketing plan provides.

The words 'selling' and 'marketing' denote different responsibilities. When companies confuse them, they commit a costly error. Eventually, the error reveals itself in the financial statements. By that time, profits have decreased and economy measures must take precedence over all other concerns. Long time employees find themselves going to interviews and learning the latest procedures at the unemployment office.

The owners blame the company's problems on slow sales and employee indifference. The employees complain about corporate greed and misspent money. Rarely does anyone question whether the business had a proficient marketing program.

Table of Contents

Introductionxi
1A Marketing View of Business1
Ch. 1A Definition of Marketing3
Ch. 2Marketing by Familiar American Companies11
Ch. 3Japan's Marketing Style23
2A Look at Who Is Offered What35
Ch. 4Customers and Common Sense37
Ch. 5Goods That Make Sense--And Some That Don't51
Ch. 6Business Procedures That Make Sense--And Some That Don't65
Ch. 7Promises That Make Sense--And Some That Don't77
Ch. 8Prices That Make Sense--And Some That Don't95
3A Look at How to Offer Anything and a Search for Something Worth Offering107
Ch. 9Survival of the Fittest109
Ch. 10The Trials of Time125
Ch. 11Where to Look for Winning Goods137
Ch. 12Distribution: The Backbone of Survival149
Ch. 13A Big Winner's Power, Privileges, and Problems163
Ch. 14Problems: Ways to Avoid or Survive Them175
Ch. 15More Problems--And More Ways to Outlive Them189
Ch. 16Market Research: The What and How of It203
Ch. 17Market Research: The Dollars and Sense of It217
4A View of the Plan229
Ch. 18A Plan's Revelations231
Ch. 19Pushing Some Buttons to Help a Plan Grow243
Ch. 20Advertising, As Planned257
5A Glimpse of Significant Pieces275
Ch. 21A Businessperson's Life277
Ch. 22A Marketer's Life295

What People are Saying About This

Daniel Brazen

"This was an excellent book for remembering to apply what I have already learned in 15 years of working in marketing and sales. One area that was reinforced was pricing and the relationship to brand perception. Another area that was reinforced was that marketers have to understand their customers before anyone can successfully serve them. This is true for Product Managers in TM we don't sell products we sell customer solutions. This is a good book to have if you are in Product Management, Marketing, and Sales. It is very thorough and covers all ground and is a good reference tool. The book is 306 pages long but will not bore you since it has numerous examples with logical chapter and topic breaks. You can put this book down then pick it back up with out losing a beat."

Robert Mendenhall

"In page after page of revealing case histories, mostly involving colossal pratfalls by marketers nationwaide, Mr. Gooze explains why faulty reasoning and lack of respect for the obvious often create marketing Titanics. This book may boost your business and lift your spirits. After all, it's always those other guys who make the mistakes, right?"

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