Marketing Revealed: Challenging the Myths

Contents......Page 8
Foreword......Page 12
Introduction......Page 14
What is marketing?......Page 16
The famous four Ps and Cs: a brief history......Page 17
Ps or Cs? Ps and Cs!......Page 18
Marketing principles hold across industries......Page 20
It's all the same P (or C)......Page 21
Marketing's four strategies......Page 22
No marketing R&D......Page 24
The PC industry......Page 25
Are people just bags of chemicals?......Page 26
It is not lonely at the bottom......Page 28
Is avoiding marketing R&D a safer career choice?......Page 29
What to do?......Page 30
The Tao of marketing......Page 34
Where is the value of a company?......Page 35
Taking the customer perspective is not the rule......Page 36
Six ways to taking the customer's perspective......Page 39
Maximization of customer satisfaction is not the objective......Page 42
Who needs to know anything anyway?......Page 46
Everybody can do marketing......Page 47
People really, really hate to lose......Page 48
If you want to tempt customers, distract them first......Page 50
Send men to women and send women to men......Page 51
Getting little favors gets you to getting big favors......Page 52
The professional manager applies knowledge......Page 53
Marketing's job is to produce great customers......Page 58
How well do you know your market?......Page 64
Managing Michael Porter's five forces......Page 68
Searching for the worst industry......Page 72
Three additional characteristics......Page 74
Where you go sit today decides your tomorrow......Page 78
Drive your market......Page 79
Segmentation by relationship......Page 80
Market leadership and market segmentation......Page 81
Inventing new segments......Page 82
Saying goodbye......Page 83
A hole in your bucket......Page 88
A key segment: lost customers......Page 89
Keeping customers......Page 92
Avoid the managerial perspective......Page 96
The wrong way to decide on your advertising......Page 98
Rules......Page 104
The FCB grid......Page 105
Breaking the rules......Page 112
Direct matching......Page 116
Demographic matching......Page 118
Direct matching is not so popular......Page 120
Advertising agencies......Page 122
Advertising agencies exist to help themselves, not you......Page 123
How many advertising agencies do you have?......Page 125
The valuable brand......Page 130
Ask what your brand can do for your customer!......Page 131
How valuable is a brand?......Page 133
Brand strategy......Page 134
The case of Intel......Page 137
Efficiency is not the purpose......Page 140
Marketing's job is to increase the price we can get......Page 145
Don't use bonuses to motivate mathematicians......Page 149
Percentages and numbers are two different things......Page 152
The power of three......Page 153
Talk value......Page 154
Don't talk price......Page 155
Price cues......Page 158
Price endings......Page 159
Price discrimination......Page 160
Conclusion......Page 163
The key problem in distribution......Page 166
Distribution as a prisoner's dilemma......Page 168
Power in channels: marketing's view......Page 169
Who gets the money?......Page 174
Managing for power......Page 175
Marketing and honesty......Page 180
The Longaberger Company......Page 181
You can't compartmentalize honesty or dishonesty......Page 183
Shafting our customers......Page 185
Would you do this to your mother?......Page 186
Manage outside your company too......Page 190
Support your system......Page 191
It is better to give than to receive......Page 194
Something about small things......Page 198
Postscript......Page 204
L......Page 206
Z......Page 207