How to become a marketing superstar : unexpected rules that ring the cash register

How to become a marketing superstar Unexpected rules that ring the cash register

Jeffrey J. Fox, 1945-

Book - 2003

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Location Call Number   Status
2nd Floor 658.8/Fox Checked In
Subjects
Marketing.
Published
New York : Hyperion 2003.
Language
English
Main Author
Jeffrey J. Fox, 1945- (-)
Physical Description
172 pages
ISBN
9780786868247
  • Introduction
  • I. Ka-ching! Ka-ching! Marketer's Music
  • II. Deeply Understand the Definition of Marketing
  • III. The Superstar Marketing Company
  • IV. "This Is Customer Money!"
  • V. Customers Fire Employees Every Day
  • VI. Segment Your Customers: Okay, Not Okay
  • VII. The Customer Is Not Always Right
  • VIII. Use the Seven Growth Levers
  • IX. You Must Love Your Brand
  • X. Early to Bed, Early to Rise, Sell Hard, and Dollarize
  • XI. Always Price to Value
  • XII. The Folly of Price Cutting
  • XIII. A Price-to-Value Parable
  • XIV. Always Sell Consequences
  • XV. Derived Demand Is Not Direct Demand
  • XVI. Fifteen Super Marketer Must-Knows
  • XVII. Some Rules for Choosing a Brand Name
  • XVIII. Always Put the Brand Name in the Headline
  • XIX. Never Use "We"
  • XX. What, Pray Tell, Is the Difference?
  • XXI. Never Use Bad Words in Advertising or Selling
  • XXII. Advertise and Sell with Numbers, Not Adjectives
  • XXIII. Don't Put Your Phone Numbers on Your Trucks
  • XXIV. Don't Hit Into a Triple Bad Play: A Case History
  • XXV. Marketing Superstar Instant Challenge #1
  • XXVI. Don't Send a Ransom Note
  • XXVII. Be Your Own Customer
  • XXVIII. Banish All Buying Barriers
  • XXIX. Always Thank Your Customers
  • XXX. A Fast Fifteen
  • XXXI. Superstars Love Recessions
  • XXXII. Never Take the Cheese Off the Pizza
  • XXXIII. Beware the Constellation Theory of Marketing
  • XXXIV. Marketing Superstar Instant Challenge #2
  • XXXV. Always Have a President's Pipeline
  • XXXVI. Questions Lazy Marketers Can't Answer, but the Marketing Superstar Must: Part I
  • XXXVII. Get Answers to These Questions: Part 2
  • XXXVIII. Compete for Inches
  • XXXIX. Marketing Superstar Instant Challenge #3
  • XL. Repolish the Silver
  • XLI. First Sell Inside ... Always
  • XLII. Don't Let Perfect Be the Enemy of Better
  • XLIII. Own a Market, Not a Mill
  • XLIV. Loss Leaders Are for Losers
  • XLV. Marketing Superstar Instant Challenge #4
  • XLVI. Never Run a Three-Page-Spread Ad, or How to Burn Shareholder Money
  • XLVII. Marketing Superstar Instant Challenge #5
  • XLVIII. Shrink to Grow
  • XLIX. Fill the Air with Flailing Fists
  • L. Remember Jimmy Durante
  • LI. The First Annual Ostrova House Race
  • LII. Marketing Superstar Instant Challenge #1 Answer
  • LIII. Marketing Superstar Instant Challenge #2 Answer
  • LIV. Marketing Superstar Instant Challenge #3 Answer
  • LV. Marketing Superstar Instant Challenge #4 Answer
  • LVI. Summary #1: Hallmarks of Great Marketing Companies
  • LVII. Summary #2: Characteristics of the Killer Competitor Companies
  • Epilogue
  • Appendix. Dollarize Your Way to More Effective Marketing
Review by Booklist Review

Fox is a definite challenge to any professional or industry promising counsel and future success. In this case, the five-time author [including How to Become a CEO (1998)] and entrepreneur investigates the marketing of small and large companies alike, and--no surprise--finds many lacking. His basic premise is that all marketing and sales efforts must ring the cash register. In approximately 50 short chapters, he sets forth his rules (along with five "solve these challenges"), ranging from the mandate to sell inside first to characteristics of killer-competitor companies. Many of his regulations may seem simplistic, attributable to just plain common sense. Who would, for example, argue that innovation and new products are key levers to growth? Or that people buy to feel good or solve a problem? Yet Fox's little book bears reading . . . again and again. --Barbara Jacobs

From Booklist, Copyright (c) American Library Association. Used with permission.
Review by Publisher's Weekly Review

Fox's fourth entry in his How to Become series proves again that he has mastered the short format, advice-driven business book. The book contains 50-odd short chapters boasting a surprising amount of useful information delivered in a street-smart style. In the chapter entitled "Banish All Buying Barriers," Fox advises readers to eliminate anything that makes it difficult for customers to buy. About merchants featured in Visa ads for not accepting AmEx, he says, "Not accepting the American Express card is dumb. Bragging about it is even dumber." Fox lists words to avoid in advertising (e.g., "lifetime" and "quality") and questions to ask when drafting a marketing plan. Four "instant challenges" describe a marketing problem (e.g., how to sell shoe shines during a downpour) and ask readers to solve it. (Try a sandwich board reading: "Acid Rain! Save your shoes. Get a shine. Ask about the Rainy Day Special.") Throughout, Fox never loses sight of what he sees as marketing's ultimate goal, the "super marketer's anthem: It don't mean a thing. If it don't go ka-ching!" (May) (c) Copyright PWxyz, LLC. All rights reserved

(c) Copyright PWxyz, LLC. All rights reserved

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