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Your Gut Is Still Not Smarter Than Your Head How Fact-based Marketing Can Drive Extraordinary Growth and Profits Kevin Clancy Chairman and CEO Peter Krieg Executive Vice President Copernicus Marketing Consulting Kevin Clancy Copernicus Marketing Consulting 95 Sawyer Road, Suite 130 Waltham, MA 02453 (781) 392-2500 firstname.lastname@example.org Wally Wood 62 Great Ring Road Sandy Hook, CT 06482 (203) 304-2207 email@example.com Contents Section I: Why You Should Be Unhappy With Your Marketing Even if You?re Not Chapter 1 Nothing is More Important Than Marketing Chapter 2 More Marketing Decisions are Made with Guts than Brains Chapter 3 How to Give Your Marketing a ?Performance Review? Section II: Six Easy Steps (and One Hard One) to Better Marketing Chapter 4 So Many Targets?So Which Are Worth Targeting? Chapter 5 The Battle for the Mind Is Lost Before the First Shot Is Fired Chapter 6 Generate Two Billion Product Ideas and Choose the Best One Chapter 7 Don?t Slip in the Media Muddle Chapter 8 Why Your Advertising is A Waste?and What to Do About It Chapter 9 What Makes Sports Sponsorships a Mug?s Game Chapter 10 How to Make the Sales Reps Our Friends. Really Section III: How to Finally Make it All Work Chapter 11 Connect All the Marketing Plans Dots Chapter 12 How to Get All These Great Plans Implemented Chapter 13 Brand Equity?Out; Customer Equity?In Chapter 14 Yes, You Can Measure Marketing?s ROI
Library of Congress Subject Headings for this publication:
Marketing -- Decision making.
Marketing -- Management.