Praise for
Your Gut Is Still Not Smarter Than Your Head
‘Too many companies treat marketing as a communication exercise to
help sales move a few more cases of product out of the door. Your
Gut Is Still Not Smarter Than Your Head demonstrates that
marketing, properly understood, is your company’s engine for
spotting opportunities and nurturing them to produce long-term
profitable growth.’
-Philip Kotler, author and S.C. Johnson Distinguished Professor of
International Marketing, Kellogg School of Management
‘Clancy and Krieg debunk the popular myth that marketing is all
instinct and hocus pocus. Here’s a practical approach to marketing
strategy and tactics that can drive profitability and growth. There
are no ‘blink’ shortcuts here-this is the real work of
transformational marketing, laid out in a practical, concise guide
that every true marketer should read!’
-Susanne Lyons, Chief Marketing Officer, Visa USA
‘Clancy and Krieg have written a comprehensive and highly
compelling how-to book for the marketing community that says: wake
up and look at the facts! It’s a must-read for every professional
marketer who aspires to breakthrough performance.’
-Joseph V. Tripodi, Chief Marketing Officer, Allstate Insurance
Company
‘Bold moves require more facts in this fast-paced era. This book is
a must-read for the risk tolerant!’
-Jon Luther, CEO, Dunkin’ Brands, Inc.
‘Fact-based marketing is the best way to reinvent marketing, and
Clancy and Krieg provide the blueprint to do it.’
-Bob Liodice, President and CEO, Association of National
Advertisers
‘The authors demonstrate forcefully and dramatically-with numerous
examples-how great, even just good, analysis leads to legendary
marketing strategies.’
-Don Sexton, Professor, Columbia Business School, and author of
Trump University Marketing 101
สารบัญ
Section I
Why You Should Be Unhappy with Your Marketing Even if
You’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 Marketing
57
4 So Many Targets . . . So Which Are Worth Targeting? 59
5 Positioning: The Battle for the Mind Is Lost before the First
Shot Is Fired 81
6 Generate Two Billion Product Ideas and Choose the Best One
103
7 Don’t Slip in the Media Muddle 129
8 Why Your Advertising Is a Waste–and What to Do about It
147
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
เกี่ยวกับผู้แต่ง
KEVIN CLANCY is Chairman and CEO of Copernicus Marketing Consulting, a leading research-driven consulting firm with an international clientele. He is the coauthor of the bestsellers Marketing Myths That Are Killing Business and The Marketing Revolution. He is an Adjunct Professor of Marketing at Boston University and formerly taught marketing and sociology at The Wharton School of Business at the University of Pennsylvania.
PETER KRIEG is President and COO of Copernicus Marketing Consulting. He is the coauthor of Counterintuitive Marketing and Market New Products Successfully. Prior to Copernicus, Krieg was a managing partner at Yankelovich Clancy Shulman, where he managed the firm’s European Operation.
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