Tata McGraw - Hill Education
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Revolutionary new technologies developed over the past decade have completely changed the way humans communicate and transact business. Not exactly late-breaking news for most people of the world . . . except for those who are supposed to be marketing to them. While consumers, customers, and marketplaces have adapted to these new realities, most marketers have not.
Renowned marketing expert Tim Pearson explains why you need to sever your ties to the comfortable old ways of marketing and bring your company's marketing into the twenty-first century.
Too many marketers still operate as if strategy necessarily depends upon predetermined budgets; advertising is the catch-all to every problem; and marketing results can't be measured. It all adds up to the age-old belief that marketing is an art, not a science which couldn't be further from the truth.
The Old Rules of Marketing Are Dead is a road map for breaking out of old, established and increasingly ineffective routines and reinventing your organization's marketing by:
Positioning marketing as a business partner not as a tool for meeting a strategic objective
Holding marketing accountable for results with the application of hard data' not vague qualitative measurements
Providing leadership within your organization not following the direction of everyone else
From research frameworks and concept development to planning, budgeting, media placement, and program implementation, marketers have not kept up to the detriment of themselves and their companies. Completely revamping old-school marketing is the only way to drive profitable sales, create growing brands, and increase market share in today's post Great Recession business landscape.
Pearson calls for nothing short of a marketing revolution. You must throw out almost everything you hold dear and embrace technology, a new role in business, and real accountability. The Old Rules of Marketing Are Dead has what you need to reinvent your products, your services and your future.