It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they? The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are…mehr
It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they? The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'. Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.
Grant Leboff is one of the UK's leading sales and marketing experts. Continually challenging received wisdom, Grant built a successful direct marketing company in 2002 and sold it six years later. He now serves as a non-executive director and also runs a strategic consultancy, Sticky Marketing Club, a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, Grant Leboff is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.
Inhaltsangabe
Chapter 01: Myth 1 Marketing communications haven't fundamentally changed; Chapter 02: Myth 2 Marketing is just communications; Chapter 03: Myth 3 Sales and marketing are basically the same; Chapter 04: Myth 4 I don't need marketing My company is too small and business comes from word of mouth; Chapter 05: Myth 5 I don't need a marketing plan; Chapter 06: Myth 6 Marketing is solely the responsibility of the marketing department; Chapter 07: Myth 7 Ultimately, people buy on price; Chapter 08: Myth 8 Pricing is a matter of charging the highest amount possible; Chapter 09: Myth 9 The purpose of a brand is to build awareness; Chapter 10: Myth 10 Every business is a brand; Chapter 11: Myth 11 Business to business purchases are purely based on logic; Chapter 12: Myth 12 Business to business and business to consumer marketing are completely different; Chapter 13: Myth 13 Effective marcom means running a series of great campaigns; Chapter 14: Myth 14 A successful business requires a compelling USP; Chapter 15: Myth 15 Market positioning is all about the product or service on offer; Chapter 16: Myth 16 Visuals are the most important aspect of any marketing communications; Chapter 17: Myth 17 Our offering must attract the largest audience possible; Chapter 18: Myth 18 Demography is the best way to segment your market; Chapter 19: Myth 19 The focus of marketing communications should be a company's products or services; Chapter 20: Myth 20 We are operating in a service economy; Chapter 21: Myth 21 The customer buying journey is no longer a linear process; Chapter 22: Myth 22 I instinctively understand my customer; Chapter 23: Myth 23 Marketing can still rely on the traditional purchase funnel; Chapter 24: Myth 24 Creating content takes too much time and money; Chapter 25: Myth 25 Social media is nothing more than some alternative channels to market; Chapter 26: Myth 26 Every business requires a 'higher purpose'; Chapter 27: Index
Chapter 01: Myth 1 Marketing communications haven't fundamentally changed; Chapter 02: Myth 2 Marketing is just communications; Chapter 03: Myth 3 Sales and marketing are basically the same; Chapter 04: Myth 4 I don't need marketing My company is too small and business comes from word of mouth; Chapter 05: Myth 5 I don't need a marketing plan; Chapter 06: Myth 6 Marketing is solely the responsibility of the marketing department; Chapter 07: Myth 7 Ultimately, people buy on price; Chapter 08: Myth 8 Pricing is a matter of charging the highest amount possible; Chapter 09: Myth 9 The purpose of a brand is to build awareness; Chapter 10: Myth 10 Every business is a brand; Chapter 11: Myth 11 Business to business purchases are purely based on logic; Chapter 12: Myth 12 Business to business and business to consumer marketing are completely different; Chapter 13: Myth 13 Effective marcom means running a series of great campaigns; Chapter 14: Myth 14 A successful business requires a compelling USP; Chapter 15: Myth 15 Market positioning is all about the product or service on offer; Chapter 16: Myth 16 Visuals are the most important aspect of any marketing communications; Chapter 17: Myth 17 Our offering must attract the largest audience possible; Chapter 18: Myth 18 Demography is the best way to segment your market; Chapter 19: Myth 19 The focus of marketing communications should be a company's products or services; Chapter 20: Myth 20 We are operating in a service economy; Chapter 21: Myth 21 The customer buying journey is no longer a linear process; Chapter 22: Myth 22 I instinctively understand my customer; Chapter 23: Myth 23 Marketing can still rely on the traditional purchase funnel; Chapter 24: Myth 24 Creating content takes too much time and money; Chapter 25: Myth 25 Social media is nothing more than some alternative channels to market; Chapter 26: Myth 26 Every business requires a 'higher purpose'; Chapter 27: Index
Chapter - 02: Myth 2 - Marketing is just communications;
Chapter - 03: Myth 3 - Sales and marketing are basically the same;
Chapter - 04: Myth 4 - I don't need marketing - My company is too small and business comes from word of mouth;
Chapter - 05: Myth 5 - I don't need a marketing plan;
Chapter - 06: Myth 6 - Marketing is solely the responsibility of the marketing department;
Chapter - 07: Myth 7 - Ultimately, people buy on price;
Chapter - 08: Myth 8 - Pricing is a matter of charging the highest amount possible;
Chapter - 09: Myth 9 - The purpose of a brand is to build awareness;
Chapter - 10: Myth 10 - Every business is a brand;
Chapter - 11: Myth 11 - Business-to-business purchases are purely based on logic;
Chapter - 12: Myth 12 - Business-to-business and business-to-consumer marketing are completely different;
Chapter - 13: Myth 13 - Effective marcom means running a series of great campaigns;
Chapter - 14: Myth 14 - A successful business requires a compelling USP;
Chapter - 15: Myth 15 - Market positioning is all about the product or service on offer;
Chapter - 16: Myth 16 - Visuals are the most important aspect of any marketing communications;
Chapter - 17: Myth 17 - Our offering must attract the largest audience possible;
Chapter - 18: Myth 18 - Demography is the best way to segment your market;
Chapter - 19: Myth 19 - The focus of marketing communications should be a company's products or services;
Chapter - 20: Myth 20 - We are operating in a service economy;
Chapter - 21: Myth 21 - The customer buying journey is no longer a linear process;
Chapter - 22: Myth 22 - I instinctively understand my customer;
Chapter - 23: Myth 23 - Marketing can still rely on the traditional purchase funnel;
Chapter - 24: Myth 24 - Creating content takes too much time and money;
Chapter - 25: Myth 25 - Social media is nothing more than some alternative channels to market;
Chapter - 26: Myth 26 - Every business requires a 'higher purpose';
Chapter - 27: Index
Rezensionen
"If you want to succeed today you must understand marketing. Yet a depressing number of people with "Marketing" in their titles don't. Read this book and you will acquire the knowledge you need to outfox your competitors." Drayton Bird, globally renowned marketer, and Founder, AskDrayton.com
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