How to Become a Marketing Superstar : Unexpected Rules That Ring the Cash Register
by Jeffrey J. Fox
From Publishers Weekly
Fox's fourth entry in his How to Become series proves again that he has mastered the short format, advice-driven business book. The book contains 50-odd short chapters boasting a surprising amount of useful information delivered in a street-smart style. In the chapter entitled "Banish All Buying Barriers," Fox advises readers to eliminate anything that makes it difficult for customers to buy. About merchants featured in Visa ads for not accepting AmEx, he says, "Not accepting the American Express card is dumb. Bragging about it is even dumber." Fox lists words to avoid in advertising (e.g., "lifetime" and "quality") and questions to ask when drafting a marketing plan. Four "instant challenges" describe a marketing problem (e.g., how to sell shoe shines during a downpour) and ask readers to solve it. (Try a sandwich board reading: "Acid Rain! Save your shoes. Get a shine. Ask about the Rainy Day Special.") Throughout, Fox never loses sight of what he sees as marketing's ultimate goal, the "super marketer's anthem: It don't mean a thing. If it don't go ka-ching!"
Copyright 2003 Reed Business Information, Inc.
With more than 600,000 books in print, nationally bestselling author Jeffrey Fox is back to "outfox the competition" -- this time with counterintuitive advice on how to become a marketing genius.
In his four previous bestselling business books, Jeffrey Fox has helped readers land great jobs and rise to the top of their professions. Now he turns his contrarian eye to marketing through brand building and innovation. Fox's advice is delivered in snappy, to-the-point chapters that zero in on his creative and often counterintuitive advice and features such unforgettable fundamentals as:
--Make a big splash, instead of a lot of little ripples
There are also provocative "Instant Marketing Superstar" challenges throughout the book, offering the reader a chance to solve real business problems. In a time of corporate budget cuts, it's more important than ever for all employees to be creative marketers. How to Become a Marketing Superstar is certain to find a place on the shelves of anyone who wants to increase sales in a competitive marketplace.
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