Malcolm McDonald , "If You're So Brilliant... How Come Your Marketing Plans Aren't Working?: The Essential Guide to Marketing Planning "Kogan Page Business Books (August 2002) | ISBN:074943726X | 160 pages | PDF | 1,5 Mb
With more than a quarter million copies sold world-wide of his acclaimed book Marketing Plans, Malcolm MacDonald is in a unique position to write this--his first--quick-fix guide for busy practitioners who need results now. He has pared down the detailed advice originally found in his 500-page tome to give readers a concise guide to the essentials of what makes a plan work. He sets a challenge for readers to test their own understanding with a series of exercises and looks at the problems of marketing planning, the common obstacles and advises on how to overcome them. This is a little book with big ambition--to help managers help themselves to deliver marketing plans that deliver results.
Contents include: understanding marketing planning; how marketing planning fits with corporate planning; the marketing planning process and its output--the plan; defining markets and segments prior to planning and lots more.
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Mary Christensen , Wayne Christensen, “Be a Network Marketing Superstar: The One Book You Need to Make More Money Than You Ever Thought Possible”
AMACOM/American Management Association (May 2007) | ISBN:0814474314 | 143 pages | PDF | 1,6 Mb
As far as career opportunities go, network marketing is hard to beat. It costs almost nothing to start, allows for flexible hours, and paves the way for financial independence. Network marketing — also known as direct selling and multi-level marketing — has turned millions of people into successful business owners. But to truly reach their earning potential, network marketers need the right tools. Be a Network Marketing Superstar provides a proven 26-step program designed to help readers quickly become stars in this fast-growing and profitable industry. This powerful training manual shows readers how to:
* master the six core skills of successful network marketing
* sharpen their salesmanship
* become more persuasive
* build relationships
* overcome roadblocks
* radiate positive energy
* find and attract quality people
* be powerful coaches and mentors.
With equal parts advice and inspiration, as well as helpful worksheets and exercises, this indispensable guide gives network marketers the know-how and confidence they need to join the ranks of the top moneymakers.
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Kevin Clancy, Peter Krieg, “Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits”
Wiley (March 30, 2007) | ISBN:0471979937 | 296 pages | PDF | 1 Mb
“Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of 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.”
-Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management
“Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus. Here’s a practical approach to marketing strategy and tactics that can drive profitability and growth. There are no ‘blink’ shortcuts here-this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read!”
-Susanne Lyons, Chief Marketing Officer, Visa USA
“Clancy and Krieg have written a comprehensive and highly compelling how-to book for the marketing community that says: wake up and look at the facts! It’s a must-read for every professional marketer who aspires to breakthrough performance.”
-Joseph V. Tripodi, Chief Marketing Officer, Allstate Insurance Company
“Bold moves require more facts in this fast-paced era. This book is a must-read for the risk tolerant!”
-Jon Luther, CEO, Dunkin’ Brands, Inc.
“Fact-based marketing is the best way to reinvent marketing, and Clancy and Krieg provide the blueprint to do it.”
-Bob Liodice, President and CEO, Association of National Advertisers
“The authors demonstrate forcefully and dramatically-with numerous examples-how great, even just good, analysis leads to legendary marketing strategies.”
-Don Sexton, Professor, Columbia Business School, and author of Trump University Marketing 101
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