Using jargon-free language and case studies, the author provides a guide to the true scope of marketing, covering basic definitions of marketing, market research, the marketing plan, promotional mix, marketing mix, using external services, etc.

Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.

Drayton Bird's Commonsense Direct and Digital Marketing needs no introduction to marketers and direct marketers. It is not only seen as the authority on direct marketing execution, but is also widely appreciated for its engaging, no-nonsense style. The latest edition takes the book into new territory - the field of digital marketing. It gives the marketer the tools, techniques and structure needed to produce effective and profitable marketing across the direct marketing spectrum -from simple letter to focused web-based campaigns. For anyone involved in direct marketing, from junior marketer to senior manager, this book provides not just the structure for success but also an energising insight into the techniques behind some of the world's most successful direct marketing campaigns.

John Boggs is first and foremost a sales guy. This is the rock upon which his distinguished career was built and why the advice contained within ADvice is well worth heeding. No advertising glitz here, just battle-tested and market-proven sales and advertising wisdom for those wanting to improve their sales batting average. John's zest for life and passion for sales/advertising will put a tear in your eye and a spring in your step. ADvice...read it and reap. Brad Lindemann - in business for life President/CEO - Ambassador Solutions

This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.

Our style for building MLM is radically different from other people's in the MLM Industry. It's often described as "going against the grain." Our MLM building techniques may make you question what your upline, company, and all these MLM "gurus" have taught you. But when there is a high failure rate in MLM with those B.S. tactics, going "against the grain" is probably the smartest thing you can do. The Complete Networker is about building your MLM business with "business common sense" and not the typical nonsense that is spouted around the MLM industry. Understanding our "business common sense" approach to network marketing will help build your business by figuring out what's working and what's not working in your business. This isn't some feel good book about "Getting excited and making it happen" nonsense. No, it's about learning the core business skills and knowledge that you need in order to build your business. Here are just a few of things that you'll learn: The fatal flaw that almost every person in MLM makes that will destroy any chance of a long term residual income. You're really selling two things with your MLM company... make sure you know what they are and how to profit from both of them (99% of people miss one of them ) There are typically three devastating outcomes that happen when you train your team with the typical MLM B.S. Learn what they are and how to avoid them. Learn why many MLM affiliate systems are traps that will eat away at any downline that you have. Learn the most common communication step that people skip over in the sales process that almost guarantees your prospect will go radio silent. Get a sneak peak and take a look over our shoulders to see the exact training model we use to create duplication. If you're tired of hype and a motivational fluff that is disguised as MLM training, then read the Complete Networker.

Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.