AVOIDING CRITICAL MARKETING ERRORS - Czerniawski, Richard D.
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AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing is a wake-up call to marketers who want their marketing to matter more and are keen to make it happen - now! Marketing is underutilized and losing its relevance. Ignorance of proven principles, along with a failure to adopt best practices and quality processes, is at the root of the decline of marketing's role and relevance in the present era. Poor marketing, including slip-ups, oversights and a lack of predictability of marketing results, contributes to retarding versus optimizing brand and corporate performance. Yet,…mehr

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Produktbeschreibung
AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing is a wake-up call to marketers who want their marketing to matter more and are keen to make it happen - now! Marketing is underutilized and losing its relevance. Ignorance of proven principles, along with a failure to adopt best practices and quality processes, is at the root of the decline of marketing's role and relevance in the present era. Poor marketing, including slip-ups, oversights and a lack of predictability of marketing results, contributes to retarding versus optimizing brand and corporate performance. Yet, in today's "age of abundance and sameness," where generally acceptable quality (GAQ) rules, marketing is more essential than ever. This book, written by Richard Czerniawski, a veteran, career marketer, tackles critical marketing errors, those grave blunders, slip-ups and missteps, both of omission and commission, that not only lead to underperformance but threaten marketing relevance and brand survival. Importantly, this book addresses what all marketers and their organizations need to do to achieve smart marketing, so it matters where it counts: in the marketplace.
Autorenporträt
Richard D. Czerniawski is the founder of Brand Development Network International, Inc., a marketing resource company dedicated to empowering marketers to create brand loyalty. During his 45+ year career, Richard has held every position in brand marketing, from brand assistant to brand manager to chief marketing officer to general manager, and he has even served as a director on the board of a start-up. He has worked with leading brand-building companies such as Procter & Gamble, Johnson & Johnson and the Coca-Cola Company, where he contributed to the successes of well-known brands such as Folger's Coffee, REACH Toothbrush, Band-Aid Brand Adhesive Bandages, and Coca-Cola Classic. He also has extensive experience and successes across a broad spectrum of sectors including pharmaceutical, and medical devices and diagnostics. Moreover, his work is international in scope, providing consulting and training services to some of the world's largest and most successful multi-national companies and brands. He has lectured and conducted workshops for the MBA programs at Notre Dame Mendoza College of Business, Northwestern Medill School of Journalism, DePaul University, Lake Forest College, and Thunderbird International School of Management. Richard is a former Naval Aviator and achieved the rank of Lt. Commander. He also holds 8 Black Belts in martial arts. He is a 4th-Dan Black Belt in both TaeKwonDo and HapKiDo. His additional interests include physical fitness and reading. He is currently studying clarinet and Brazilian Jiu-Jitsu, both of which finds to be quite humbling. Richard received an MBA and was selected to "Who's Who in American Colleges and Universities." He has been married for 50-years, has 3-daughters and 4-granddaughters.