Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits
For decades, marketing has been an industry driven by the gut. No one really knew what worked or why, and marketing executives rarely had to defend their expenditures and results. But times are changing. Marketing must answer to the bottom line just like every other business function, and decisions made from the gut aren't getting the job done.In Your Gut Is Still Not Smarter Than Your Head, marketing consultants Kevin Clancy and Peter Krieg explain how to implement disciplined, accountable marketing practices that get quantifiable results. The methodologies they describe, based on state-of-the-science research and modeling, will revolutionize marketing in the same way Six Sigma revolutionized manufacturing.Using case studies and real-world data, the authors explain what disciplined marketing looks like in every kind of decision and reveal how a fact-based approach beats gut-only thinking and planning every time. They also show you how to give your marketing a performance review, so you know what benefits you're getting from the money you're investing. Now you can use your head—not just your gut—when making marketing decisions that could make or break your business.Marketing is no longer just a bunch of clever gimmicks and smart slogans; it's a science with verifiable, predictable results that can, and must, answer to the bottom line. Those businesses and marketing executives who embrace the new marketing—with its tough truths and hard data—will enter the future fully equipped for success.