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. In Counterintuitive 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 Marketing contrasts 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.
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