📗 Libro en inglés YOUR MARKETING SUCKS

Mark Stevens has persuaded top companies that their marketing does indeed suck—and has convinced them to let his firm show them how to implement marketing that sells. This in-your-face guide shows anyone in business how to do the same. Mark Stevens delivers a powerful message: If your marketing effort consists of campaigns with elusive goals like “building mind share,” if it puts the budget first (a $$$$marketing campaign!!!”) and makes specific goals an afterthought, if it does anything other than increase sales or build a wider customer base, then you are throwing money away and your marketing sucks. In Your Marketing Sucks , Stevens shows how to conceive an innovative, effective marketing strategy—like Bill Gates’s battle cry of “putting a computer on every desk and in every home”— and then monitor the results. The idea is to spend your marketing budget only in ways that will give you a measurable return on your marketing dollars. This is essential reading for anyone who wants to build their business, from small business owners to Fortune 500 managers marketing vast product lines.