By Mark Stevens
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Customer tags: marketing(5), sales(3), business(3), advertising(2), branding(2), book recommendations, famouspick, book recommendations from famous people, brand management, management, famous people, brands
Review & Description
• Stop throwing thousand-dollar bills out the window and camouflaging spending as marketing—demand that the money spent on marketing bring in more money in return.
• Cut through the myths that claim marketing is about advertising, public relations, or direct mail—learn that it is about growing the revenue, profit, and valuation of the business.
• Fire your advertising agency if it even thinks about applying for a Clio or other creative award.
• Implement the marketing moratorium—stop all marketing until you know how each component of your program justifies itself in dollars and cents. Read more
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