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Your Gut is Still Not Smarter Than Your Head: How Fact-Based Marketing Can Drive Extraordinary Growth and Profits

Your Gut is Still Not Smarter Than Your Head:How Fact-Based Marketing Can Drive Extraordinary Growth and Profits

Kevin Clancy, Peter Krieg

Summarized July 2007

Type: [SUMMARY]

SKU: 7071

ISBN: 0471979937

Price: $12.50

Available Formats: pdf mp3 ipad zip audiobook

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Summary Description

For decades, marketing has been a discipline driven by gut instincts. No one really knew what worked or why, and marketing executives rarely had to defend their expenditures and results. But times are changing. Marketing must answer to the bottom line just like every other business function, and decisions made from the gut aren't getting the job done.

In Your Gut is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth and Profits, marketing consultants Kevin Clancy and Peter Krieg explain how to implement systematic, accountable marketing practices that get quantifiable results. The methodologies they describe, based on scientific research and modeling, will revolutionize marketing in the same way Six Sigma revolutionized manufacturing.

Clancy is Chairman and CEO of Copernicus Marketing Consulting, a leading research-driven consulting firm with an international clientele. He is also co-author of the best-sellers Marketing Myths That Are Killing Businessand The Marketing Revolution. Krieg is President and COO of Copernicus Marketing Consulting and co-author of Counterintuitive Marketingand Market New Products Successfully.

In our summary of Your Gut is Still Not Smarter Than Your Head, you’ll discover what disciplined marketing looks like and why a fact-based approach beats the gut instincts of old. You’ll also learn how to conduct a marketing performance review so you will be able to determine what benefits are flowing from the money invested in marketing, how to create a workable marketing plan, and how to construct an implementation team to execute that plan.

Marketing is no longer just clever gimmicks and catchy slogans. It is a science that has come into its own, and as a consequence, it can have predictable results that can be verified to make sure that they add to the bottom line. Those business executives who embrace the new marketing with its tough truths and hard data will enter the future fully equipped for success.

In the words of Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, “Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out the door. Your Gut is Still Not Smarter Than Your Head demonstrates that marketing, properly understood, is your company’s engine for spotting opportunities and nurturing them to produce long-term profitable growth.”

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