By Jeffrey J. Fox
With greater than 600,000 books in print, nationally bestselling writer Jeffrey Fox is again to 'outfox the competition'-this time with counterintuitive recommendation on easy methods to turn into a advertising and marketing genius n his 4 past bestselling enterprise books, Jeffrey Fox has helped readers land nice jobs and upward thrust to the head in their professions. Now he turns his contrarian eye to advertising via model development and innovation. Fox's recommendation is added in snappy, to-the-point chapters that 0 in on his creative-and usually counterintuitive-advice and contours such unforgettable basics as: nMake an important splash, rather than loads of little ripples nAlways have a pipeline to the president nOwn a industry, no longer a mill nThe lengthy and brief definitions of selling There also are provocative 'Instant advertising celebrity' demanding situations in the course of the ebook, delivering the reader an opportunity to resolve genuine enterprise difficulties. In a time of company price range cuts, it truly is extra very important than ever for all staff to be inventive retailers. tips to turn into a advertising megastar is bound to discover a spot at the cabinets of someone who desires to elevate revenues in a aggressive industry.
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Extra info for How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Register
The customer confused by jargon or put off by selling pressure leaves the showroom, the appliance center, the dealership. The customer whose order is not delivered as promised rejects the delivery or purchases from a different source the next time. The customer who hasn’t the time or patience to navigate a bewildering electronic phone system hangs up. The customer whose reservation is lost, whose product is damaged, whose account is misbilled, whose ﬂowers don’t bloom is a customer at risk. Recently a major retail chain went out of business, leaving thousands of people jobless.
They did not drink Snapple at breakfast, lunch, dinner, anytime, all the time. Quaker’s marketing people looked down on the Snapple brand. Quaker big-companied, bureaucratized, and battered the Snapple brand. qxd 3/19/03 3:40 PM Page 26 How to Become a Marketing Supe rstar neurial bunch of marketers, not too unlike the original founders. The new people repolished the Snapple silver. They resurrected Snapple’s brand personality. They brought back the Snapple Lady. They introduced weird new ﬂavors.
Not loving a brand is usually hurtful to a brand. Hating a brand is a death sentence. Heublein hated Hamm’s. Loving your brand is not a guarantee of personal success. But not loving your brand is a guarantee of lackluster performance, if not outright, dismal failure. qxd 3/19/03 3:40 PM Page 27 •X• Early to Bed, Early to Rise, Sell Hard, and Dollarize B en Franklin almost had it right (his famous success in business counsel was “Early to bed, early to rise, work hard, and advertise”). Although old Ben didn’t exhort early Americans to dollarize, he did all right: He got his picture on the $100 bill.