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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.
List 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
About the author
Grant Leboff is one of the UK's leading sales and marketing experts. Continually challenging received wisdom, Grant built a successful direct marketing company in 2002 and sold it six years later. He now serves as a non-executive director and also runs a strategic consultancy, Sticky Marketing Club, a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector.
A regular speaker at conferences around the world, Grant Leboff is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.
Report
"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
