Myths of Marketing

Beschreibung

Enhance your marketing practices with a thought-provoking and readable overview of some of the most pervasive myths in the marketing industry, equipping readers with well-researched and practical insights.
It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they? The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'. Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.
Explores and debunks the most deeply entrenched myths about marketing, exposing them through academic research and examples
Helps readers clarify and improve their own understanding of the marketing industry, allowing them to become more effective marketers
Features fascinating examples and real world case studies from a diverse range of companies and sectors

Autor*in

Grant Leboff
Grant Leboff is one of the UK's leading sales and marketing experts. Continually challenging received wisdom, Grant built a successful direct marketing company in 2002 and sold it six years later. He now serves as a non-executive director and also runs a strategic consultancy, Sticky Marketing Club, a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector. A regular speaker at conferences around the world, Grant Leboff is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.

Themen in »Myths of Marketing«

Marketing practices Marketing professionals Marketing strategy Content marketing Marketing communications Customer buying journey Unique selling proposition product or idea word of mouth make the product marketing and advertising products and services seek to serve grow your business make people feel

Stimmen zu »Myths of Marketing«

"If you want to succeed today you must understand marketing. Yet a depressing number of people with "Marketing" in their titles don't. Read this book and you will acquire the knowledge you need to outfox your competitors."
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"Caution: this book will annoy others, as you'll keep shouting out "YES!" every few pages. A must-read for everyone who spends even five per cent of their time thinking about marketing."
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"Grant Leboff's new book is a business survival tool. Marketing is evolving at light speed. Decision makers need worthwhile sources to be able to adapt. Leboff is definitely a worthwhile source."
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"If Grant Leboff's seminars could be improved, then this book does that. Bit by bit it dispels dated marketing myths, replacing them with actionable ideas and advice, fascinating examples and sound rationale. In today's world we are all part of the marketing department and this book should be viewed as a must-read by marketers and non-marketers alike."
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"Grant Leboff is a masterful communicator, and his work in Myths of Marketing is no exception. No matter your level of experience, this will be an invaluable reference work on the sales and marketing shelf."
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"There is nothing certain in these uncertain times, apart from Grant Leboff's ability to cut through the hype and give us tangible ideas and approaches we can take back to our own businesses - this book is a must-read for any busy businessperson. Each chapter stands on its own; a great reference book to challenge established thinking and give confidence to try new things. Grant has again done it again - he's done the hard thinking and myth-busted topics into common-sense approaches."
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"A must-read, Marketing Myth buster! Grant Leboff has a brilliant way of blending practical ideas with a thoroughly enjoyable and well-researched narrative."
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"Turns your view of marketing and what makes businesses successful today on its head. Thought provoking, a must-read for any marketing and business leader."
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"A must-read for marketers and business leaders alike. These 26 myths make you better understand the concept of marketing and how it has evolved with the changing world."
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"We've all heard of things being old school or new school. But in Myths of Marketing, business wizard Grant Leboff reveals marketplace fundamentals that are "THE School"."
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