Grant Leboff

Myths of Marketing (eBook, ePUB)

Banish the Misconceptions and Become a Great Marketer

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 224
• Erscheinungstermin: 3. Januar 2020
• Englisch
• ISBN-13: 9780749483920
• Artikelnr.: 62203188

Autorenporträt

Grant Leboff is one of the UK's leading sales and marketing experts. He serves as a non-executive director and runs Sticky Marketing Club, a sales and marketing strategy consultancy. He speaks regularly at global conferences and contributes to publications including the Daily Telegraph, the Independent, and the Financial Times, and is 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

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