Your gut is still not smarter than your head: how disciplined, fact-based marketing can drive extraordinary growth and profits
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, N.J.
Wiley
2007
|
| Schlagworte: | |
| Online-Zugang: | Table of contents only Contributor biographical information Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 277-283) and index |
| Beschreibung: | VIII, 296 S. 24 cm |
| ISBN: | 9780471979937 0471979937 |
Internformat
MARC
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| 100 | 1 | |a Clancy, Kevin J. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Your gut is still not smarter than your head |b how disciplined, fact-based marketing can drive extraordinary growth and profits |c Kevin Clancy ; Peter Krieg |
| 264 | 1 | |a Hoboken, N.J. |b Wiley |c 2007 | |
| 300 | |a VIII, 296 S. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references (p. 277-283) and index | ||
| 650 | 4 | |a Marketing |x Decision making | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Product management | |
| 700 | 1 | |a Krieg, Peter |e Verfasser |4 aut | |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/ecip079/2007002401.html |3 Table of contents only | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0741/2007002401-b.html |3 Contributor biographical information | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0741/2007002401-d.html |3 Publisher description | |
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Datensatz im Suchindex
| _version_ | 1804137813369683969 |
|---|---|
| adam_text | Contents
Section I
Why You Should Be Unhappy with Your Marketing
Even if You re Not
i
1 Nothing Is More Important than Marketing 3
2 More Marketing Decisions Are Made with Guts
than Brains ^5
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
vii
viii Contents
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
|
| adam_txt |
Contents
Section I
Why You Should Be Unhappy with Your Marketing
Even if You're Not
i
1 Nothing Is More Important than Marketing 3
2 More Marketing Decisions Are Made with Guts
than Brains ^5
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
vii
viii Contents
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 |
| any_adam_object | 1 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| index_date | 2024-07-02T21:31:00Z |
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| spelling | Clancy, Kevin J. Verfasser aut Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits Kevin Clancy ; Peter Krieg Hoboken, N.J. Wiley 2007 VIII, 296 S. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 277-283) and index Marketing Decision making Marketing Management Product management Krieg, Peter Verfasser aut http://www.loc.gov/catdir/toc/ecip079/2007002401.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0741/2007002401-b.html Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0741/2007002401-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016603234&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Clancy, Kevin J. Krieg, Peter Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits Marketing Decision making Marketing Management Product management |
| title | Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits |
| title_auth | Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits |
| title_exact_search | Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits |
| title_exact_search_txtP | Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits |
| title_full | Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits Kevin Clancy ; Peter Krieg |
| title_fullStr | Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits Kevin Clancy ; Peter Krieg |
| title_full_unstemmed | Your gut is still not smarter than your head how disciplined, fact-based marketing can drive extraordinary growth and profits Kevin Clancy ; Peter Krieg |
| title_short | Your gut is still not smarter than your head |
| title_sort | your gut is still not smarter than your head how disciplined fact based marketing can drive extraordinary growth and profits |
| title_sub | how disciplined, fact-based marketing can drive extraordinary growth and profits |
| topic | Marketing Decision making Marketing Management Product management |
| topic_facet | Marketing Decision making Marketing Management Product management |
| url | http://www.loc.gov/catdir/toc/ecip079/2007002401.html http://www.loc.gov/catdir/enhancements/fy0741/2007002401-b.html http://www.loc.gov/catdir/enhancements/fy0741/2007002401-d.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016603234&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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