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why
the Cilla Black of marketing has passed its 'sell by' date (sorry Cilla)
Marketing has never been
more important. Money is tight, competition is fierce and the public's trust is at an all time low. The 4Ps process is
the Cilla Black of marketing strategy - we have an inexplicable fondness for it, but it's way past its 'sell by'
date. Whether your customers are
from the private, public or third sector, they are desperate for you to adopt a marketing model that fits the realities of
today. This book is easy to read, practical and proposes a new process that totally replaces
the formula used for teaching and practicing marketing since the 1950s. About time too.
For
years marketing students and practitioners have slavishly learned and followed
the “Four Ps” approach to marketing. It's time to replace this dusty
old marketing roadmap with a model that embraces advances in technology, our
different attitude to authority, capitalism and consumerism, and the hard reality
of organisational survival.
This book
offers an alternative to the Four Ps, at last. It's the marketing equivalent
of the “Emperor’s New Clothes”, with everything stripped away
and marketing mythologies laid bare – a practical guide to marketing
in the 21st century.
That’s why
it’s called Naked Marketing
Areas covered include: Learning about your customers Finding ways to solve their problems Creating awareness of your company or your message Making sure your customers can learn more about you Measuring up to the competition - Managing
the interface with customers
There are lots of case studies, which
not only include examples of good practice but some dreadful marketing disasters too. Amongst them are: Marks and Spencer Sinclair C5 3M and Post-It notes Cadbury's The Body Shop Cillit Bang eBay Department of Transport
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Visit the author's highly rated You Tube site
with over 1.6 million views, showing the best television advertising in the world. Click here.
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