- Explores and debunks the most deeply entrenched myths about marketing, exposing them through academic research and examples
- Helps readers clarify and improve their own understanding of the marketing industry, allowing them to become more effective marketers
- Features fascinating examples and real world case studies from a diverse range of companies and sectors
Myths of Marketing
Banish the Misconceptions and Become a Great Marketer
Enhance your marketing practices with a thought-provoking and readable overview of some of the most pervasive myths in the marketing industry, equipping readers with well-researched and practical insights.
Key features at a glance
EAN: 9780749483913
Edition: 1
Published:
Format: 235x155
224 pages
About the book
It's common knowledge that marketing is nothing but advertising, and if your business comes through word of mouth then you don't need marketing anyway. Besides, everyone knows that social media is the best form of free marketing there is... don't they?
The world of marketing is abound with a staggering number of misconceptions, fallacies and falsehoods. In Myths of Marketing, recognized industry expert Grant Leboff takes readers on a fascinating and entertaining journey through some of the most deeply entrenched stereotypes that exist in the industry, from the idea that sales and marketing are basically the same and that getting people's attention costs a lot of money, to the notion that demography is the best way to segment your market and 'content is king'.
Using a combination of academic research, amusing examples and industry case studies, Myths of Marketing effectively debunks many of the most pervasive myths and assumptions, leaving readers with a clearer, more perceptive understanding of marketing as a whole, to improve their own practice and marketing strategy.
About the authors
Grant Leboff is one of the UK's leading sales and marketing experts. He serves as a non-executive director and runs Sticky Marketing Club, a sales and marketing strategy consultancy. He speaks regularly at global conferences and contributes to publications including the Daily Telegraph, the Independent, and the Financial Times, and is the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.
If you want to succeed today you must understand marketing. Yet a depressing number of people with Marketing in their titles don't. Read this book and you will acquire the knowledge you need to outfox your competitors.
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