Counterintuitive marketing
Subtitle: achieve great results using uncommon sense
By: Kevin J. Clancy and Peter C. Krieg.
Contributors: Krieg, Peter C., 1951-
Publisher: Free Press
Published: 2000
Place of publication: New York
Language: eng
Number of pages: 350
Subjects: Marketing
Description: "In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance.".

"Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs.".

"Readers will discover in this iconoclastic treasure chest hundreds of insights that have enable the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, a practical guide for any company of any size."--BOOK JACKET.
Notes: Includes index.
Table of contents: title: Revolutionaries, pioneers, and cowboys: how testosterone drives American business; title: Counterintuitive thinking behind great marketing strategies; title: Implementing counterintuitive marketing programs.