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Title: Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense by Kevin J. Clancy, Peter C. Krieg ISBN: 0-684-85555-0 Publisher: Free Press Pub. Date: December, 2000 Format: Hardcover Volumes: 1 List Price(USD): $28.00 |
Average Customer Rating: 4.86 (7 reviews)
Rating: 4
Summary: Do you have millions for marketing?
Comment: Clancy & Krieg have done an outstanding job at illuminating the many fallacies that take hold in today's marketing world. More importantly, they tell you why these same fallacies cause millions to be flushed down the sink and how you can, hopefully, avoid making the same mistakes. There are valuable and non-intuitive insights here that you'd pay lots of money for from marketing consultants. These insights are given in quantitative and qualitative forms in many cases, which is a satisfying blend in my opinion.
This book is aimed at marketing professionals, MBA/marketing students in intermediate-advanced courses, and CMOs who want a kick in the pants. Those looking for a "how to" guide or hands-o, jargon-free approach will be disappointed.
If I have one criticism of this book it's that it makes two big, bold assumptions: (1) you work for a large, multinational corporation with established products or services and (2) you have millions of dollars for marketing research. If, like me, you are launching a startup, then at best this book will give you some hope that some day you'll have the money to actually DO some of the things they propose.
Rating: 5
Summary: Call to (Re) Discover Effective Marketing
Comment: In Counter-intuitive Marketing, Kevin J. Clancy and Peter C. Krieg capitalize on the experience gained in their consulting assignments to lambaste "testosterone-driven, death-wish marketing" that emphasizes speed, relies on little research, and privileges short-term results. The outcome of poorly crafted marketing strategy and tactics is often predictable: High failure rate in launching new products, dismal advertising, sub-optimal promotion, premature commoditization of brands, and poor financial results. Clancy and Krieg constantly urge their audience to go back to basics such as research-driven targeting and positioning. Clancy and Krieg also remind readers that good implementation may be more important than great strategy. The appendix in the book "Marketing in a Nutshell: The 100 Questions Every CEO Needs to Answer" is on its own a gold mine. Counter-intuitive Marketing is ultimately a call to use more (real) common sense in turning a company, product, service into a success story. Smart marketers beware.
Rating: 5
Summary: One of the best marketing books I've ever read
Comment: Anyone interested in marketing would benefit from reading this book.
The authors cram a tremendous amount of information into 348 pages. They use a lot of real-life examples to demonstrate the many ways in which marketers can be their own worst enemies. These include:
* Not integrating marketing and strategic planning
* Not integrating various components of the marketing plan
* Thinking good marketing can be done by intuition
* Thinking it's more important to do it fast than do it right
* Misusing focus groups and telephone surveys
* Not having a clearly defined and well understood target market
* Automatically targeting heavy users without analyzing whether this is the most profitable segment
* Ignoring tangible benefits in order to focus on intangibles
* Assessing only the appeal and not the profitability associated with various strategies and tactics
* Over-surveying customers
More importantly, they offer a lot of advice about how to avoid these problems by using what they call 'Counter-Intuitive Marketing.' I have a bit of a problem with this name since the approach (get good data BEFORE making a decision) seems highly intuitive to me. Really what they're getting at though is the fact that this is often NOT the approach that's followed and that's what leads to many of the mistakes described above. As someone who frequently champions the need for careful analysis before a decision is made, I was gratified to see lots of examples and data confirming that what they describe as 'rigorous analysis of unimpeachable data' does indeed outperform 'gut instincts.'
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Title: Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing by Kevin J. Clancy, Robert S. Shulman, Robert S. Shilman ISBN: 0070113610 Publisher: McGraw-Hill Trade Pub. Date: 01 June, 1995 List Price(USD): $14.95 |
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Title: How Customers Think: Essential Insights into the Mind of the Market by Gerald Zaltman ISBN: 1578518261 Publisher: Harvard Business School Press Pub. Date: 21 February, 2003 List Price(USD): $29.95 |
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Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichell ISBN: 0670030767 Publisher: Viking Press Pub. Date: 28 February, 2002 List Price(USD): $24.95 |
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Title: Will & Vision: How Latecomers Grow to Dominate Markets by Gerard J. Tellis, Peter N. Golder, Clayton M. Christensen ISBN: 007137549X Publisher: McGraw-Hill Trade Pub. Date: 06 September, 2001 List Price(USD): $27.95 |
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Title: The Myth of Excellence : Why Great Companies Never Try to Be the Best at Everything by Fred Crawford, Ryan Mathews ISBN: 0609810014 Publisher: Three Rivers Press Pub. Date: 27 May, 2003 List Price(USD): $15.00 |
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