Your Gut is Still Not Smarter Than Your Head: How Fact-Based Marketing Can Drive Extraordinary Growth and Profits

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For decades, marketing has been an industry driven by the gut.No one really knew what worked or why, and marketing executivesrarely had to defend their expenditures and results. But times arechanging. Marketing must answer to the bottom line just like everyother business function, and decisions made from the gut aren'tgetting the job done.

In Your Gut Is Still Not Smarter Than Your Head, marketingconsultants Kevin Clancy and Peter Krieg explain how to implementdisciplined, ...

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Overview

For decades, marketing has been an industry driven by the gut.No one really knew what worked or why, and marketing executivesrarely had to defend their expenditures and results. But times arechanging. Marketing must answer to the bottom line just like everyother business function, and decisions made from the gut aren'tgetting the job done.

In Your Gut Is Still Not Smarter Than Your Head, marketingconsultants Kevin Clancy and Peter Krieg explain how to implementdisciplined, accountable marketing practices that get quantifiableresults. The methodologies they describe, based onstate-of-the-science research and modeling, will revolutionizemarketing in the same way Six Sigma revolutionizedmanufacturing.

Using case studies and real-world data, the authors explain whatdisciplined marketing looks like in every kind of decision andreveal how a fact-based approach beats gut-only thinking andplanning every time. They also show you how to give your marketinga performance review, so you know what benefits you're getting fromthe money you're investing. Now you can use your head—not justyour gut—when making marketing decisions that could make orbreak your business.

Marketing is no longer just a bunch of clever gimmicks and smartslogans; it's a science with verifiable, predictable results thatcan, and must, answer to the bottom line. Those businesses andmarketing executives who embrace the new marketing—with itstough truths and hard data—will enter the future fullyequipped for success.

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Product Details

  • ISBN-13: 9780471979937
  • Publisher: Wiley
  • Publication date: 4/6/2007
  • Edition number: 1
  • Pages: 296
  • Product dimensions: 6.46 (w) x 9.07 (h) x 1.08 (d)

Meet the Author

Kevin Clancy is Chairman and CEO of Copernicus MarketingConsulting, a leading research-driven consulting firm with aninternational clientele. He is the coauthor of the bestsellersMarketing Myths That Are Killing Business and The MarketingRevolution. He is an Adjunct Professor of Marketing at BostonUniversity and formerly taught marketing and sociology at TheWharton School of Business at the University of Pennsylvania.

Peter Krieg is President and COO of Copernicus MarketingConsulting. He is the coauthor of Counterintuitive Marketing andMarket New Products Successfully. Prior to Copernicus, Krieg was amanaging partner at Yankelovich Clancy Shulman, where he managedthe firm's European Operation.

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Table of Contents

Section I

Why You Should Be Unhappy with Your Marketing Even ifYou’re Not 1

1 Nothing Is More Important than Marketing 3

2 More Marketing Decisions Are Made with Guts than Brains 25

3 How to Give Your Marketing a “Performance Review”45

Section II

Six Easy Steps (and One Hard One) to Better Marketing57

4 So Many Targets . . . So Which Are Worth Targeting? 59

5 Positioning: The Battle for the Mind Is Lost before the FirstShot Is Fired 81

6 Generate Two Billion Product Ideas and Choose the Best One103

7 Don’t Slip in the Media Muddle 129

8 Why Your Advertising Is a Waste—and What to Do about It147

9 Sports Sponsorships Are Often a Mug’s Game 167

10 How to Make the Sales Reps Our Friends . . . Really 185

Section III

How to Finally Make It All Work Together 203

11 Connect All the Marketing Plan’s Dots 205

12 How to Get All These Great Plans Implemented 227

13 Brand Equity—Out; Customer Equity—In 243

14 Yes, You Can Measure Marketing ROI 263

Notes 277

Index 285

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