Your Marketing Sucks

Autori

• Mark Stevens

Parametri

• 240 pagine
• 9 ore di lettura

• Marketing & Vendite

Maggiori informazioni sul libro

“Your marketing sucks . . .” Mark Stevens challenges conventional marketing practices, criticizing costly and ineffective ad campaigns that clutter our screens. He argues that instead of investing in flashy ads, companies like Ford, GM, and Chrysler might as well toss their money out the window. Stevens is particularly critical of ad agencies that prioritize awards over sales, urging businesses to fire any agency that seeks accolades rather than results. He emphasizes that marketing should focus on generating revenue and customer growth, not just creating buzz within the advertising community. Stevens offers practical strategies for entrepreneurs and established companies alike, advocating for a results-driven approach to marketing. He suggests implementing a marketing moratorium to assess spending effectiveness, highlighting that some companies see sales rise during this period, indicating prior waste. He also encourages businesses to analyze the success of infomercials versus traditional ads and to reverse engineer marketing efforts to start from the point of sale. By employing a comprehensive marketing strategy that includes various channels and cross-selling to existing customers, Stevens illustrates how to create effective campaigns that yield measurable returns. His insights aim to help businesses maximize their marketing budgets and drive growth, making the case that effective marketing is essential for success.

Lingua: Inglese

Pubblicato: 2003

Rilegatura: (Copertina rigida)