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Myths of Marketing
Banish the Misconceptions and Become a Great Marketer
Enhance your marketing practices with a thought-provoking and readable overview of some of the most pervasive myths in the marketing industry, equipping readers with well-researched and practical insights.
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EAN: 9780749483913
Edition: 1
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Format: 235 x 155
224 pages
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About the book
It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they?
The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'.
Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.
About the authors
Grant Leboff is one of the UK's leading sales and marketing experts. He serves as a non-executive director and runs Sticky Marketing Club, a sales and marketing strategy consultancy. He speaks regularly at global conferences and contributes to publications including the Daily Telegraph, the Independent, and the Financial Times, and is the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.
Table of contents
- Chapter - 01: Myth 1 - Marketing communications haven’t fundamentally changed;
- Chapter - 02: Myth 2 - Marketing is just communications;
- Chapter - 03: Myth 3 - Sales and marketing are basically the same;
- Chapter - 04: Myth 4 - I don’t need marketing – My company is too small and business comes from word of mouth;
- Chapter - 05: Myth 5 - I don’t need a marketing plan;
- Chapter - 06: Myth 6 - Marketing is solely the responsibility of the marketing department;
- Chapter - 07: Myth 7 - Ultimately, people buy on price;
- Chapter - 08: Myth 8 - Pricing is a matter of charging the highest amount possible;
- Chapter - 09: Myth 9 - The purpose of a brand is to build awareness;
- Chapter - 10: Myth 10 - Every business is a brand;
- Chapter - 11: Myth 11 - Business-to-business purchases are purely based on logic;
- Chapter - 12: Myth 12 - Business-to-business and business-to-consumer marketing are completely different;
- Chapter - 13: Myth 13 - Effective marcom means running a series of great campaigns;
- Chapter - 14: Myth 14 - A successful business requires a compelling USP;
- Chapter - 15: Myth 15 - Market positioning is all about the product or service on offer;
- Chapter - 16: Myth 16 - Visuals are the most important aspect of any marketing communications;
- Chapter - 17: Myth 17 - Our offering must attract the largest audience possible;
- Chapter - 18: Myth 18 - Demography is the best way to segment your market;
- Chapter - 19: Myth 19 - The focus of marketing communications should be a company’s products or services;
- Chapter - 20: Myth 20 - We are operating in a service economy;
- Chapter - 21: Myth 21 - The customer buying journey is no longer a linear process;
- Chapter - 22: Myth 22 - I instinctively understand my customer;
- Chapter - 23: Myth 23 - Marketing can still rely on the traditional purchase funnel;
- Chapter - 24: Myth 24 - Creating content takes too much time and money;
- Chapter - 25: Myth 25 - Social media is nothing more than some alternative channels to market;
- Chapter - 26: Myth 26 - Every business requires a ‘higher purpose’;
- Chapter - 27: Index
Reviews
Drayton Bird, globally renowned marketer, and Founder, AskDrayton.com
If you want to succeed today you must understand marketing. Yet a depressing number of people with Marketing in their titles don't. Read this book and you will acquire the knowledge you need to outfox your competitors.
Jay Baer, Founder, Convince & Convert, and co-author, Talk Triggers
Caution: this book will annoy others, as you'll keep shouting out YES! every few pages. A must-read for everyone who spends even five per cent of their time thinking about marketing.
Zev Siegl, Co-founder, Starbucks Coffee Company
Grant Leboff's new book is a business survival tool. Marketing is evolving at light speed. Decision makers need worthwhile sources to be able to adapt. Leboff is definitely a worthwhile source.
Jeremy Rees, CEO, ExCeL London
If Grant Leboff's seminars could be improved, then this book does that. Bit by bit it dispels dated marketing myths, replacing them with actionable ideas and advice, fascinating examples and sound rationale. In today's world we are all part of the marketing department and this book should be viewed as a must-read by marketers and non-marketers alike.
Pete Crosby, Chief Revenue Officer, Ometria
Grant Leboff is a masterful communicator, and his work in Myths of Marketing is no exception. No matter your level of experience, this will be an invaluable reference work on the sales and marketing shelf.
Chris Skeith, Chief Executive, Association of Event Organisers
There is nothing certain in these uncertain times, apart from Grant Leboff's ability to cut through the hype and give us tangible ideas and approaches we can take back to our own businesses - this book is a must-read for any busy businessperson. Each chapter stands on its own; a great reference book to challenge established thinking and give confidence to try new things. Grant has again done it again - he's done the hard thinking and myth-busted topics into common-sense approaches.
Duncan Cheatle, CEO, Learn Amp, and Founder, The Supper Club
A must-read, Marketing Myth buster! Grant Leboff has a brilliant way of blending practical ideas with a thoroughly enjoyable and well-researched narrative.
Paula Warmer, EMEA Communications Director, SAP
Turns your view of marketing and what makes businesses successful today on its head. Thought provoking, a must-read for any marketing and business leader.
Geoff Lawrence, Managing Director, Vistage International (UK) Ltd
A must-read for marketers and business leaders alike. These 26 myths make you better understand the concept of marketing and how it has evolved with the changing world.
Jim Blasingame, Host, The Small Business Advocate Show, and author, The Age of the Customer and The 3rd Ingredient
We've all heard of things being old school or new school. But in Myths of Marketing, business wizard Grant Leboff reveals marketplace fundamentals that are THE School.
- If you want to succeed today you must understand marketing. Yet a depressing number of people with Marketing in their titles don't. Read this book and you will acquire the knowledge you need to outfox your competitors.
- Drayton Bird, globally renowned marketer, and Founder, AskDrayton.com
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The Business Myths book series tackles the fads and falsehoods that pervade the business world. These books will equip you with the insight you need to succeed. Free
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