Marketing Greatest Hits Mastering the Brightest Minds of Modern Marketing

by Duncan, Kevin

• ISBN13: 9781408126394
• ISBN10: 1408126397
• Format: Paperback
• Copyright: 2010-11-15
• Publisher: A&C Black

Summary

Today thousands of marketing books exist ready to bombard you with buzz words and secrets to marketing success, but by condensing and summarising current thinking in marketing this book gives you the chance to become an authority yourself - quickly and efficiently.This book presents marketing ideas from the profiled books clearly and accurately and will allow you not only to put these ideas into place but also explain them authoritatively to colleagues. Books profiled include The Long Tail, Meatball Sundae, Buzz, Affluenza and Blink. Saving you hundreds of hours of reading time Marketing Greatest Hitsis vital for anyone looking to keep up with marketing practices NOW.

Author Biography

Kevin Duncan is a consultant and author. He has worked with many high-profile clients including BT, News International, Orange, Saatchi Saatchi and Shell, and has written seven books, including Business Greatest Hits.

Table of Contents

Overview: What's the book all about?	p. 1
Long Tails and Pirates: The Big Themes	p. 9
What do you do if you are not the brand leader?	p. 10
Eating the Big Fish
Corporations are made up of people. How are you supposed to behave exactly?	p. 13
The Pirate Inside
Market domination is old hat. You can make huge profits from tiny increments	p. 16
The Long Tail
Why the customers you think are most committed may not be	p. 19
Commitment-led Marketing
PR doesn't work any more, or does it?	p. 23
Flat Earth News
Have we made it all too complicated?	p. 26
In Search of the Obvious
The End of Marketing?	p. 31
What is marketing anyway?	p. 32
Marketing Stripped Bare
They think it's all over...it is now	p. 35
The End of Marketing as We Know it
Hang on a minute - it's back in new clothes	p. 39
The New Marketing Manifesto
The old model: still working?	p. 42
Meatball Sundae
Oh-oh, it really is curtains	p. 46
The End of Advertising as We Know it
It's all about the Interweb now, apparently	p. 49
The Cluetrain Manifesto
Lovemarks and Buzz: Brands and Branding	p. 55
What is branding? Categorising snowflakes	p. 56
The Philosophy of Branding
How should your brand behave?	p. 59
Brand Manners
You'll have a brand image whether you like it or not	p. 62
Manage Your Reputation
Can you create a buzz around your brand and, if so, how?	p. 65
Buzz, Salzman
Can you engender loyalty beyond reason?	p. 68
Lovemarks
Stop being a control freak: new ways to look after your brand	p. 71
The Brand Innovation Manifesto
Affluenza, Herds and Quirkology: Mysterious Consumer Behaviour	p. 75
People do some strange things	p. 76
Quirkology
People panic when they are told to	p. 78
Panicology
People buy more than they need	p. 82
Affluenza
Enough
People always copy each other	p. 85
Herd
The Wisdom of Crowds
People are usually right	p. 89
Blink
Small things can make a big difference	p. 91
The Tipping Point
Creativity: Can you Learn It?	p. 95
We are all born to play and create	p. 96
The Play Ethic
Creativity is pointless without a purpose	p. 98
Welcome to the Creative Age
You can try emulating creative companies	p. 102
Juicing the Orange
Marketing Judo
You can try applying some universal rules	p. 105
The 22 Irrefutable Laws of Advertising
You can try some stimulating methods	p. 108
The Art of Creative Thinking
Flicking Your Creative Switch
You can try involving lots of people	p. 112
We-Think
Personal Organisation: How to get on With It	p. 117
Keep it simple	p. 118
The Laws of Simplicity
Articulate yourself well	p. 120
High Impact Speeches
Present your company or brand well	p. 123
How Not to Come Second
Perfect Pitch
Are you the right person to do it?	p. 127
The E-Myth Revisited
You need a system	p. 129
Simply Brilliant
A New Marketing Manifesto: 35 points that might help marketers	p. 133
The One-Minute Summaries	p. 139
Online Resources	p. 192
Bibliography	p. 194
Index	p. 197
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