Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense by Kevin J. Clancy @ .::ManagementOnly.com::.

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Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense

Kevin J. Clancy Peter C. Krieg

Marketing

Sales rank 586,396 Customers rating

(based on 14 reviews)

Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense

Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers.

In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously.

In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance.

Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs.

Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.

Publisher	Free Press
Release date	12/2000
Availability
Edition	Hardcover

List price	$28
Our price	n/a
Used price	from $0.27

2002-2004 Berry-AMA Book Prize Winners and Runner Ups - Marketing and Related Fields

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Comments by amazon customers about Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense

Essential reading
Full of good ideas, provokations, insights, this is another great book from Clancy et al. I'd recommend a full set of their books to anyone, not a dud among them. For more of a similar vein try: - Marketing and the Bottom Line (ISBN: 0273661949) - Marketing Payback (ISBN: 0273688847)

Still the Best Marketing Book on the Market
The binding is falling apart and I've highlighted so many pages that my copy seems to glow in the dark, but there's no mistaking the value of this book. Counterintuitive Marketing continues to be THE best marketing book available today, bar none. Why? Because while it debunks many of the myths surrounding the marketing industry with crystal clarity, it also gives specific details on how to make your marketing better. This is not an armchair read (although it moves pretty quickly). If you're serious about marketing or if you aren't getting the performance you or your bosses are expecting, then read this book. It's an eye opener.

Must Read Book
The first half of Kevin Clancy's recent book, Counter-Intuitive Marketing, is the best marketing book I've read. Period. The second half will fly a thousand feet over the head of most marketing practitioners, and can only be enjoyed by dyed-in-the-wool marketing researchers. It doesn't matter. The bottom line is these counter-intuitive concepts will probably change the way you plan and implement your marketing programs. I enthusiastically recommend this book to everyone involved with business-to-business marketing and advertising.

Bob LamonsColumnist Marketing News Magazine

Great content and practical advice
I just read Clancy and Krieg's Counterintuitive Marketing and it was amazing. Loaded with content, solid research and practical advice. It teaches stuff about marketing I never learned in my NYU MBA program. I strongly recommend it. Then I read the screed (AKA review) by "Chanali from Asia." Who is this guy and has he worked for even a day in the realworld?

You should read this if you are serious about marketing
Counterintuitive marketing was an amazing book. I learned more about marketing and the decision-making tools that are available today from this book than I did in my MBA classes. If you are a serious marketing person, you need to read this book.

It's not BS--this is the way the smartest people in marketing make decisions. People who cling to outdated ways of thinking and are afraid of change probably won't like this book. The only way to make better decisions about marketing is to take the time to understand your customers. This requires research.

People who skim a few chapters, will miss important ideas. For instance, the authors explain how to use focus groups correctly--as a starting point in the research process. They never say don't use them, they say don't use them to make multi-million dollar decisions. That anyone in this day and age is basing a critical decision on the opinions of 6-8 people is crazy.

This book is the future of marketing. Anyone who says otherwise just doesn't get it.