How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Registerby Jeffrey J. Fox
With more than 600,000 books in print, nationally bestselling author Jeffrey Fox is back to 'outfox the competition'this time with counterintuitive advice on how to become a marketing genius n his four previous bestselling business books, Jeffrey Fox has helped readers land great jobs and rise to the top of their professions. Now he turns his contrarian eye
With more than 600,000 books in print, nationally bestselling author Jeffrey Fox is back to 'outfox the competition'this time with counterintuitive advice on how to become a marketing genius n his four previous bestselling business books, Jeffrey Fox has helped readers land great jobs and rise to the top of their professions. Now he turns his contrarian eye to marketing through brand building and innovation. Fox's advice is delivered in snappy, to-the-point chapters that zero in on his creativeand often counterintuitiveadvice and features such unforgettable fundamentals as:
- Make a big splash, instead of a lot of little ripples
- Always have a pipeline to the president
- Own a market, not a mill
- The long and short definitions of marketing
- Hachette Books
- Publication date:
- Edition description:
- Product dimensions:
- 5.25(w) x 7.87(h) x 0.75(d)
- Age Range:
- 18 Years
Meet the Author
JEFFREY J. FOX is the founder of Fox & Co., Inc., a premier marketing consulting company, serving over sixty companies in sixty industries. Prior to starting Fox & Co., Mr. Fox. was VP of Marketing and Corporate VP of Loctite Corporation. He was also director of marketing for the wine division of Pillsbury, and held various senior marketing posts at Heublein, Inc, including Director of New Products. Fox is the winner of Sales and Marketing Management magazine's Outstanding Marketer Award; and the National Industrial Distributors Award as the Nation's Best Industrial Marketer. He is the subject of a Harvard Business School case study that is rated one of the top 100 case studies, and is thought to be the most widely taught marketing case in the world. Fox has been a guest lecturer at The Harvard Business School (from which he has an MBA), The Amos Tuck School, The Conference Board, and numerous other organizations. He has been featured in the Wall Street Journal, Business Marketing, and numerous other publications, and he is a member of the Board of Trustees at Trinity College in Hartford, Connecticut. He works in Avon, CT, and lives in New Hampshire.
Most Helpful Customer Reviews
See all customer reviews
Jeffrey J. Fox understands we live in a busy time and he writes his books for this. This is a great book for business people new to marketing and also has a lot of good content for experienced marketers. Each chapter is kept short getting right to the point which helps make this an easy read while offering very strong information. Pick it up, it is an informative and enjoyable read for anyone looking to grow their business.
There were so many pearls of marketing wisdom in this two CD set, that it would have been a bargain at twice the price. I immediately implemented a lot of the ideas that Jeff Fox offered, from placing the highest value on the customer and his/her needs, to taking the 'We' and 'Our' out of all our marketing materials. I began immediately to see bad marketing everywhere I went, and at some of the top corporate levels (one international manufacturer of copiers and faxes spoke so highly of itself on its website but provided some of the worst customer service I have ever seen - not a good marketing plan.) The author's style has been described as biting but I felt he was just being passionate about a subject he knows inside and out. A terrific listen.
When prescribing ¿unexpected rules that ring the cash register,¿ Fox is really asking his reader, first, to think like a marketing superstar. That¿s the obvious starting point and perhaps the greatest challenge to overcome because so many of those with marketing responsibilities or at least concerns about her or his competitive marketplace are guided by what Jim O¿Toole calls ¿the ideology of comfort and the tyranny of custom.¿ So, I urge those who read this, Fox¿s most recently published book, to approach it with an open mind. Set aside all assumptions, received wisdom, etc. and focus on both what he suggests and why. Having already written a book which explains how to become a ¿rainmaker,¿ Fox now focuses on marketing which really includes sales, also. Both involve business development which, in turn and inevitably, requires past, current, and customers. From customers, the logical segue is to satisfaction, then loyalty, and finally evangelism. But I¿m getting ahead of myself. In the first of 57 brief but hard-hitting chapters, Fox leaves no doubt about the importance of generating sufficient revenue, indeed as much revenue as possible. If Count Basie were asked, he would agree that ¿It don¿t mean a thing if you don¿t hear Ka-Ching!¿ Throughout the next 54 chapters, Fox introduces and then briefly discusses various ¿rules,¿ many of which may well be unexpected to his readers. I view them as valuable insights because they challenge me to reconsider my own assumptions about marketing. I think Fox and I are in basic agreement that marketing is the process by which to create demand (for what is new) or increase demand (for what is not), whatever one sells. Strategies and tactics which achieved either objective ten or even five years ago probably would not do so today. For example, at least for new and nearly-new products, public relations (especially press relations) is far more effective now than is advertising and for a fraction of its cost. To become a marketing superstar, as Fox quite correctly insists, study the great marketing companies and their marketing superstars. Which lessons can be learned from them? Fox summarizes what he calls their ¿hallmarks¿ in the final two chapters of his book, Chapters LVI (he offers 31) and LVII ( 17). (Don¿t ask me why he prefers Roman numerals.) Here¿s a brief excerpt from Summary #1: ¿Superstars focus on market share as measured in units rather than sales dollars. They invest in market share [i.e. #1 or strong #2] utilizing some of today¿s profits for future market position.¿ Here¿s another brief excerpt from Summary #2: Everyone in a great marketing company ¿knows the company strategy, abides by the culture, helps to adapt and implement change no matter how wrenching, and knows how to get and keep customers.¿ I think the Appendix, all by itself, is worth at least 7-10 times the cost of the book. Probably more. In it, Fox explains how to ¿dollarize your way to more effective marketing.¿ (Please: do NOT read the Appendix until after you have read the 57 chapters which precede it.) As always, Fox¿s writing has Snap! Crackle! and Pop! More importantly, so do his ideas. They are directly relevant to the marketing challenges and opportunities of any company, regardless of its size or nature. Moreover, I think this book should be read and then re-read (or at least frequently reviewed) by everyone within any organization which has customers. I also presume to suggest that this book be read in combination with two others: Ben McConnell and Jackie Huba¿s Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force and Jeff Shuman and Janice Twombly¿s Everyone Is a Customer: A Proven Method for Measuring the Value of Every Relationship in the Era of Collaborative Business. Make t