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Counterintuiti
US $7.69
ApproximatelyS$ 9.87
Condition:
Very Good
A book that has been read but is in excellent condition. No obvious damage to the cover, with the dust jacket included for hard covers. No missing or damaged pages, no creases or tears, and no underlining/highlighting of text or writing in the margins. May be very minimal identifying marks on the inside cover. Very minimal wear and tear.
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Located in: Montgomery Illinois, United States
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Estimated between Fri, 19 Sep and Thu, 25 Sep to 94104
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eBay item number:354680128150
Item specifics
- Condition
- ISBN
- 0684855550
- EAN
- 9780684855554
- Date of Publication
- 20010417
- Publication Name
- N/A
- Type
- Hardback
- Release Title
- Counterintuitive Marketing: How Great Results Come from Uncomm...
- Artist
- Clancy, Kevin J.
- Brand
- N/A
- Colour
- N/A
About this product
Product Identifiers
Publisher
Free Press
ISBN-10
0684855550
ISBN-13
9780684855554
eBay Product ID (ePID)
1630714
Product Key Features
Book Title
Counterintuitive Marketing : Achieving Great Results Using Common Sense
Number of Pages
368 Pages
Language
English
Publication Year
2000
Topic
Marketing / General, General
Illustrator
Yes
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
1.1 in
Item Weight
19.2 Oz
Item Length
9.2 in
Item Width
6.1 in
Additional Product Features
Intended Audience
Trade
LCCN
00-055109
Table Of Content
Contents Preface SECTION IRevolutionaries, Pioneers, and Cowboys:How Testosterone Drives American Business 1Strategic Plan Your Way to Nowhere2Driving Growth: The Little Engine That Could3Testosterone Decision-making: The Manly Way to Screw Up4Warning: Commonsensical Research Can Be Dangerous to Your Career SECTION IICounterintuitive Thinking BehindGreat Marketing Strategies 5Stunted Brands: Too Much Juice, Too Little Equity6Marketing Visionaries: Seeing What Is Not There7Guess Again: Intuitively Appealing Targets Are Rarely the Most Profitable8Positioning:...And That Would Mean What?9Sleeper and Subliminal Effects Don't Increase Sales10Direct Marketers Need More Than Just Better Lists11Three Scoops for a Quarter Is Two Too Many12Give All Your Customers a New Car13RaiseYour Prices: Uncommon Approaches That Make Sense14E-commerce Rules Are the Same as T-commerce Rules SECTION IIIImplementing CounterintuitiveMarketing Programs 15Prayers and Divine Intervention: No Marketing Miracles to Date16Testing in Cyberspace Is Better Than Testing in the World17Good Implementation May Be More Important Than a Great Strategy18You Can't Measure Success Without a Score Card19Always Time to Do It Over; Never Time to Do It Right AppendixAcknowledgmentsIndexAbout the Authors and Their Company
Synopsis
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers.InCounterintuitive Marketing,Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously.In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance.Chapter by chapter,Counterintuitive Marketingcontrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs.Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.
LC Classification Number
HF5415.C5277 2000
Item description from the seller
Seller feedback (282,461)
- c***6 (34)- Feedback left by buyer.Past monthVerified purchaseThe book itself is in very good condition like new. I appreciate the fast service. The value and quality and appearance is also in good condition. Will order again.Price wise was exceptional.
- eBay automated feedback- Feedback left by buyer.Past monthOrder completed successfully—tracked and on time
- eBay automated feedback- Feedback left by buyer.Past monthOrder completed successfully—tracked and on time
Seller feedback (282,461)
- c***6 (34)- Feedback left by buyer.Past monthVerified purchaseThe book itself is in very good condition like new. I appreciate the fast service. The value and quality and appearance is also in good condition. Will order again.Price wise was exceptional.
- eBay automated feedback- Feedback left by buyer.Past monthOrder completed successfully—tracked and on time
- eBay automated feedback- Feedback left by buyer.Past monthOrder completed successfully—tracked and on time