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Jump Start Your Marketing Brain
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Product Description
Product Description
This is a powerful new approach to marketing that will multiply the impact of every dollar invested. Comprehensive research by Doug Hall details marketing initiatives that will deliver sustained success. What makes this book's teaching more reliable and reproducible than others is its foundation on hard data reflecting customer, industrial, and business-to-business marketing, not "guru opinions." After reading "Jump Start Your Marketing Brain, readers will know how to more effectively and efficiently market and sell their brand, their services, their products, and even themselves!
Inside This Book
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First Sentence
A monumental study involving 239 new products and 3,500 consumers tracked over 52 weeks identified three distinct strategies for achieving success in generating trial of new initiatives. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
A monumental study involving 239 new products and 3,500 consumers tracked over 52 weeks identified three distinct strategies for achieving success in generating trial of new initiatives. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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5 reviews
31 of 31 people found the following review helpful
Good Advice, Good Ideas
2 Jun 2005
Format:Paperback
This little book is different.
Most marketing books tell you how to do the same old things: market studies, focus groups, testing, etc.
This one is different. It is basically an analysis of research involving advertisements, brands, customers, and sales reps. The format is basically a series of little two page points. The left hand page is labeled "Scientific Advice" and the right hand is "Practical Ideas."
A lot of these are the old standbys like: KISS, Keep it Simple Stupid. Make your message so a ten year old can understand it. But even the old standbys need to be thought over every once in a while.
And some of the scientific advice directly contradicts the old message. Selling the sizzle rather than the steak for instance is often a mistake. And he gives the evidence to prove it.
Most of the messages seem to me to be more concerned with a smaller company, even a start-up rather than a giant operation. There's more on selling new widgets rather than convincing people to buy Coke rather than Pepsi.
An inexpensive little book, even one idea for your next marketing project will cover its cost many times over, and I got much more than one idea out of it.
Most marketing books tell you how to do the same old things: market studies, focus groups, testing, etc.
This one is different. It is basically an analysis of research involving advertisements, brands, customers, and sales reps. The format is basically a series of little two page points. The left hand page is labeled "Scientific Advice" and the right hand is "Practical Ideas."
A lot of these are the old standbys like: KISS, Keep it Simple Stupid. Make your message so a ten year old can understand it. But even the old standbys need to be thought over every once in a while.
And some of the scientific advice directly contradicts the old message. Selling the sizzle rather than the steak for instance is often a mistake. And he gives the evidence to prove it.
Most of the messages seem to me to be more concerned with a smaller company, even a start-up rather than a giant operation. There's more on selling new widgets rather than convincing people to buy Coke rather than Pepsi.
An inexpensive little book, even one idea for your next marketing project will cover its cost many times over, and I got much more than one idea out of it.
2 of 2 people found the following review helpful
Myth buster
7 May 2007
Format:Paperback
Great book, full of insights gained by reviewing the research and through testing. It shines a harsh light on many false assumptions among marketers and non marketers alike. But also it gives actionable advice on what to do to improve marketing results. I've written all over it and will re-read often.
Solid practical book
24 Aug 2011
Format:Paperback
This book is very different from the rest. Very practical. He believes in the systematic approach, which is supposed to minimize the human error. Excellent collection of the practical solutions for various situations.
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