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" How to become a marketing superstar : "
Jeffrey J. Fox.
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BL
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| Record Number
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1003401
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| Doc. No
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b757771
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| Main Entry
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Fox, Jeffrey J.,1945-
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| Title & Author
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How to become a marketing superstar : : unexpected rules that ring the cash register /\ Jeffrey J. Fox.
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| Edition Statement
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1st ed.
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| Publication Statement
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New York, N.Y. :: Hyperion,, 2003.
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| Page. NO
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xx, 172 pages :: illustrations ;; 20 cm
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| ISBN
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0786868244
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: 9780786868247
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| Contents
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Ka-ching! Ka-ching! Marketer's Music -- Deeply Understand the Definition of Marketing -- The Superstar Marketing Company -- "This Is Customer Money!" -- Customers Fire Employees Every Day -- Segment Your Customers: Okay, Not Okay -- The Customer Is Not Always Right -- Use the Seven Growth Levers -- You Must Love Your Brand -- Early to Bed, Early to Rise, Sell Hard, and Dollarize -- Always Price to Value -- The Folly of Price Cutting -- A Price-to-Value Parable -- Always Sell Consequences -- Derived Demand Is Not Direct Demand -- Fifteen Super Marketer Must-Knows -- Some Rules for Choosing a Brand Name -- Always Put the Brand Name in the Headline -- Never Use "We" -- What, Pray Tell, Is the Difference? -- Never Use Bad Words in Advertising or Selling -- Advertise and Sell with Numbers, Not Adjectives -- Don't Put Your Phone Numbers on Your Trucks -- Don't Hit Into a Triple Bad Play: A Case History -- Marketing Superstar Instant Challenge #1 -- Don't Send a Ransom Note -- Be Your Own Customer -- Banish All Buying Barriers -- Always Thank Your Customers -- A Fast Fifteen -- Superstars Love Recessions -- Never Take the Cheese Off the Pizza -- Beware the Constellation Theory of Marketing -- Marketing Superstar Instant Challenge #2 -- Always Have a President's Pipeline -- Questions Lazy Marketers Can't Answer, but the Marketing Superstar Must: Part I -- Get Answers to These Questions: Part 2 -- Compete for Inches -- Marketing Superstar Instant Challenge #3 -- Repolish the Silver -- First Sell Inside ... Always -- Don't Let Perfect Be the Enemy of Better -- Own a Market, Not a Mill -- Loss Leaders Are for Losers -- Marketing Superstar Instant Challenge #4 -- Never Run a Three-Page-Spread Ad, or How to Burn Shareholder Money -- Marketing Superstar Instant Challenge #5 -- Shrink to Grow -- Fill the Air with Flailing Fists -- Remember Jimmy Durante -- The First Annual Ostrova House Race -- Marketing Superstar Instant Challenge #1 Answer -- Marketing Superstar Instant Challenge #2 Answer -- Marketing Superstar Instant Challenge #3 Answer -- Marketing Superstar Instant Challenge #4 Answer -- Summary #1: Hallmarks of Great Marketing Companies -- Summary #2: Characteristics of the Killer Competitor Companies -- Dollarize Your Way to More Effective Marketing.
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| Abstract
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"With more than 600,000 books in print, nationally bestselling author Fox is back to "outfox the competition"--This time with counterintuitive advice on how to become a marketing genius."--Jacket.
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| Subject
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Marketing.
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| Subject
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Marketing.
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| Dewey Classification
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380.1
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| LC Classification
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HF5415.F663 2003
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| NLM classification
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QP 600rvk
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