- Shopping Bag ( 0 items )
Most Helpful Favorable Review
1 out of 1 people found this review helpful.
Good book for marketing strategy
posted by Anonymous on December 7, 2003Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Most Helpful Critical Review
2 out of 2 people found this review helpful.
Finally, A Book With Its Own Review on the Cover: IT SUCKS!
posted by 4112226 on March 2, 2011Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted November 22, 2006
Your marketing sucks but there something you can do
According to Mark Stevens you don¿t need to accept any marketing maxim unless you have proven that it works for your company. Mark Stevens provide managers with a process for identifying the marketing mistake that are making and the opportunities. Doing what your competitors do, even if you do it better, is not the way to become a market leader. The author suggest that if you can¿t prove that a marketing program is generating more income than it costs you to run it, and you can¿t correct that, stop the marketing program. The author maybe right, but in the business and especially in marketing departments self reflecting is not one of the strongest points that rules. It takes a lot of courage, strength and political games (depends on your position and professional attitude) to tell that you don¿t accept any marketing maxim unless you have proven that it works for the company. In other words, you must make certain that your marketing process is designed so that it leads to measurable sales. The author give a practical example of a accounting firms that never had a sales culture, in fact, they had derided salesmanship as unprofessional, virtually all of their marketing was created without the vision of a sale in mind. They figured that all that had to do was tell the world they existed, and that they were good accountants, and their firms would grow. Extreme marketing methodology goes about solving problems differently. Instead of seeking to achieve what is virtually impossible by pressuring, cajoling, and pleading with non-business generators to produce client relationships, extreme marketers engage in a process that leaves the professing out of the process of landing new clients, or enhancing relationships with exiting clients, until the point that the professional feels comfortable taking the reins. According to the author, execution of a marketing campaign is often considered the dull stuff. The real genius, it is thought, comes in the idea creation, the epiphany, and the insight threat leads to the overall strategy behind the marketing campaign, whatever it is. Execution is not about following a recipe. It is about enhancing it. The author argue that it you execute outside of the creative/marketing realm, you see another example of its ability to provide the winning edge. The more you can target your massage the better and the execution phase is the right place to do that. Paying attention to execution will also help you avoid mistakes that lead to marking failure. Who will benefit from this book? This book is for students, professionals running small business, and professionals that need a vision about their personal branding. But if you work within marketing departments for an international or global company, this book not broaden your focus.
1 out of 1 people found this review helpful.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.