How to Become a Marketing Superstar: Unexpected Rules that Ring the Cash Register

Overview

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 creative-and often ...
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How to Become a Marketing Superstar: Unexpected Rules that Ring the Cash Register

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Overview

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 creative-and often counterintuitive-advice and features such unforgettable fundamentals as: nMake a big splash, instead of a lot of little ripples nAlways have a pipeline to the president nOwn a market, not a mill nThe long and short definitions of marketing There are also provocative 'Instant Marketing Superstar' challenges throughout the book, offering the reader a chance to solve real business problems. In a time of corporate budget cuts, it's more important than ever for all employees to be creative marketers. How to Become a Marketing Superstar is certain to find a place on the shelves of anyone who wants to increase sales in a competitive marketplace.
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Editorial Reviews

Publishers Weekly
Fox's fourth entry in his How to Become series proves again that he has mastered the short format, advice-driven business book. The book contains 50-odd short chapters boasting a surprising amount of useful information delivered in a street-smart style. In the chapter entitled "Banish All Buying Barriers," Fox advises readers to eliminate anything that makes it difficult for customers to buy. About merchants featured in Visa ads for not accepting AmEx, he says, "Not accepting the American Express card is dumb. Bragging about it is even dumber." Fox lists words to avoid in advertising (e.g., "lifetime" and "quality") and questions to ask when drafting a marketing plan. Four "instant challenges" describe a marketing problem (e.g., how to sell shoe shines during a downpour) and ask readers to solve it. (Try a sandwich board reading: "Acid Rain! Save your shoes. Get a shine. Ask about the Rainy Day Special.") Throughout, Fox never loses sight of what he sees as marketing's ultimate goal, the "super marketer's anthem: It don't mean a thing. If it don't go ka-ching!" (May) Copyright 2003 Reed Business Information.
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Product Details

  • ISBN-13: 9781401397487
  • Publisher: Hachette Audio
  • Publication date: 1/28/1900
  • Format: CD
  • Edition description: Abridged, 2 CDs, 2.5 hours
  • Product dimensions: 5.00 (w) x 5.62 (h) x 1.00 (d)

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.
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Table of Contents

Introduction xix
I Ka-ching! Ka-ching! Marketer's Music 1
II Deeply Understand the Definition of Marketing 3
III The Superstar Marketing Company 6
IV "This Is Customer Money!" 10
V Customers Fire Employees Every Day 12
VI Segment Your Customers: Okay, Not Okay 15
VII The Customer Is Not Always Right 18
VIII Use the Seven Growth Levers 20
IX You Must Love Your Brand 23
X Early to Bed, Early to Rise, Sell Hard, and Dollarize 27
XI Always Price to Value 29
XII The Folly of Price Cutting 32
XIII A Price-to-Value Parable 35
XIV Always Sell Consequences 37
XV Derived Demand Is Not Direct Demand 39
XVI Fifteen Super Marketer Must-Knows 42
XVII Some Rules for Choosing a Brand Name 46
XVIII Always Put the Brand Name in the Headline 50
XIX Never Use "We" 53
XX What, Pray Tell, Is the Difference? 55
XXI Never Use Bad Words in Advertising or Selling 59
XXII Advertise and Sell with Numbers, Not Adjectives 63
XXIII Don't Put Your Phone Numbers on Your Trucks 66
XXIV Don't Hit Into a Triple Bad Play: A Case History 68
XXV Marketing Superstar Instant Challenge #1 71
XXVI Don't Send a Ransom Note 73
XXVII Be Your Own Customer 76
XXVIII Banish All Buying Barriers 79
XXIX Always Thank Your Customers 83
XXX A Fast Fifteen 86
XXXI Superstars Love Recessions 90
XXXII Never Take the Cheese Off the Pizza 93
XXXIII Beware the Constellation Theory of Marketing 96
XXXIV Marketing Superstar Instant Challenge #2 99
XXXV Always Have a President's Pipeline 101
XXXVI Questions Lazy Marketers Can't Answer, but the Marketing Superstar Must: Part I 103
XXXVII Get Answers to These Questions: Part 2 107
XXXVIII Compete for Inches 109
XXXIX Marketing Superstar Instant Challenge #3 111
XL Repolish the Silver 113
XLI First Sell Inside ... Always 116
XLII Don't Let Perfect Be the Enemy of Better 119
XLIII Own a Market, Not a Mill 122
XLIV Loss Leaders Are for Losers 125
XLV Marketing Superstar Instant Challenge #4 130
XLVI Never Run a Three-Page-Spread Ad, or How to Burn Shareholder Money 132
XLVII Marketing Superstar Instant Challenge #5 135
XLVIII Shrink to Grow 137
XLIX Fill the Air with Flailing Fists 139
L Remember Jimmy Durante 141
LI The First Annual Ostrova House Race 143
LII Marketing Superstar Instant Challenge #1 Answer 147
LIII Marketing Superstar Instant Challenge #2 Answer 149
LIV Marketing Superstar Instant Challenge #3 Answer 151
LV Marketing Superstar Instant Challenge #4 Answer 154
LVI Summary #1: Hallmarks of Great Marketing Companies 156
LVII Summary #2: Characteristics of the Killer Competitor Companies 161
Epilogue 165
Appendix Dollarize Your Way to More Effective Marketing 166
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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted October 18, 2004

    Great reference - keep it in arms reach.

    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.

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  • Anonymous

    Posted April 19, 2004

    Pearls of Wisdom

    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.

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  • Anonymous

    Posted May 31, 2003

    Thoughtful, Eloquent, and Practical

    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

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