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Myths of Marketing

Myths of Marketing

Wydawnictwo Kogan Page
Data wydania 01/01/2020
Wydanie Pierwsze
Liczba stron 224
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
Język angielski
ISBN 9780749483913
Kategorie Innowacje biznesowe, Sprzedaż i zarządzanie marketingowe, Sprzedaż i marketing
81.00 PLN (z VAT)
$21.48 / €18.20 / £16.57 /
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Opis książki

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. "A must-read for marketers and business leaders alike. These 26 myths make you better understand the concept of marketing and how it has evolved with the changing world."--Geoff Lawrence, Managing Director, Vistage International (UK) Ltd "Caution: this book will annoy others, as you'll keep shouting out "YES!" every few pages. A must-read for everyone who spends even five per cent of their time thinking about marketing."--Jay Baer, Founder, Convince & Convert, and co-author, Talk Triggers "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 "Turns your view of marketing and what makes businesses successful today on its head. Thought provoking, a must-read for any marketing and business leader."--Paula Warmer, EMEA Communications Director, SAP "We've all heard of things being old school or new school. But in Myths of Marketing, business wizard Grant Leboff reveals marketplace fundamentals that are "THE School"."--Jim Blasingame, Host, The Small Business Advocate Show, and author, The Age of the Customer and The 3rd Ingredient "There is nothing certain in these uncertain times, apart from Grant Leboff's ability to cut through the hype and give us tangible ideas and approaches we can take back to our own busine

Myths of Marketing

Spis treści

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

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