Your Gut Is Still Not Smarter Than Your Head
For decades, marketing has been an industry driven by the gut. No one really knew what worked or why, and marketing executives rarely had to defend their expenditures and results. But times are changing. Marketing must answer to the bottom line just like every other business function, and decisions made from the gut aren′t getting the job done.
In Your Gut Is Still Not Smarter Than Your Head, marketing consultants Kevin Clancy and Peter Krieg explain how to implement disciplined, accountable marketing practices that get quantifiable results. The methodologies they describe, based on state–of–the–science research and modeling, will revolutionize marketing in the same way Six Sigma revolutionized manufacturing.
Using case studies and real–world data, the authors explain what disciplined marketing looks like in every kind of decision and reveal how a fact–based approach beats gut–only thinking and planning every time. They also show you how to give your marketing a performance review, so you know what benefits you′re getting from the money you′re investing. Now you can use your head not just your gut when making marketing decisions that could make or break your business.
Marketing is no longer just a bunch of clever gimmicks and smart slogans; it′s a science with verifiable, predictable results that can, and must, answer to the bottom line. Those businesses and marketing executives who embrace the new marketing with its tough truths and hard data will enter the future fully equipped for success.
Why You Should Be Unhappy with Your Marketing Even if You re Not 1
1 Nothing Is More Important than Marketing 3
2 More Marketing Decisions Are Made with Guts than Brains 25
3 How to Give Your Marketing a Performance Review 45
Six Easy Steps (and One Hard One) to Better Marketing 57
4 So Many Targets . . . So Which Are Worth Targeting? 59
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
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