Marketing Mojo: Brand Building in an Age of Consumer Control
by David Herscott
Category: Business & Economics

The marketing landscape your business faces today is competitive, complex and fragmented. Everywhere they turn, consumers are accosted by thousands of marketing messages, they don't trust any of them, and worse, they now have the power to tune them out with innovations like DVR and satellite radio. This book, based on proven marketing techniques derived from case studies and experiences, will help your company to raise its voice and say, "Look at me world. I'm different. I'm better." These techniques are called Marketing Mojo-the ability to inject and harmonize all facets of your company's communications with a highly charged stimulus to maximize the impact of your marketing dollar. Inside, you'll learn how to infuse it into your business; from doing a communications audit to utilizing alternative media. Companies like Nike and Target thrive on Mojo. Using what seems like marketing magic, they've created brands that are instantly recognizable. But it isn't magic. It's about: Unification. Differentiation. Motivation Communication With Marketing Mojo injected into your company, it can thrive too-pack your tradeshow booth, increase sales, and have industry publications knocking at the door.