Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
KEVIN CLANCY is Chairman and CEO of Copernicus Marketing Consulting, a leading research-driven consulting firm with an international clientele. He is the coauthor of the bestsellers Marketing Myths That Are Killing Business and The Marketing Revolution. He is an Adjunct Professor of Marketing at Boston University and formerly taught marketing and sociology at The Wharton School of Business at the University of Pennsylvania.
PETER KRIEG is President and COO of Copernicus Marketing Consulting. He is the coauthor of Counterintuitive Marketing and Market New Products Successfully. Prior to Copernicus, Krieg was a managing partner at Yankelovich Clancy Shulman, where he managed the firm's European Operation.
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.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Spese di spedizione:
EUR 2,47
In U.S.A.
Descrizione libro Condizione: New. Codice articolo 4085095-n
Descrizione libro Hardback or Cased Book. Condizione: New. Your Gut Is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits 1.07. Book. Codice articolo BBS-9780471979937
Descrizione libro Condizione: New. Brand New! Not Overstocks or Low Quality Book Club Editions! Direct From the Publisher! We're not a giant, faceless warehouse organization! We're a small town bookstore that loves books and loves it's customers! Buy from Lakeside Books!. Codice articolo OTF-S-9780471979937
Descrizione libro Hardcover. Condizione: new. This item is printed on demand. Codice articolo 9780471979937
Descrizione libro Hardcover. Condizione: new. New. Fast Shipping and good customer service. Codice articolo Holz_New_0471979937
Descrizione libro Condizione: New. Codice articolo ABLIING23Feb2215580226584
Descrizione libro Hardcover. Condizione: new. New. Codice articolo Wizard0471979937
Descrizione libro Condizione: new. Codice articolo 3779d0e90d0639ad1a9f1fbcf224f002
Descrizione libro hardback. Condizione: New. Language: ENG. Codice articolo 9780471979937
Descrizione libro Hardback. Condizione: New. New copy - Usually dispatched within 4 working days. Praise for Your Gut Is Still Not Smarter Than Your Head "Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door. Codice articolo B9780471979937