How to Become a Marketing Superstar: Unexpected Rules that Ring the Cash Register

by Jeffrey J. Fox

Overview

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 n 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
• Always have a pipeline to the president
• Own a market, not a mill
• The long and short definitions of marketing

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.

Product Details

ISBN-13:	9781401397975
Publisher:	Hachette Books
Publication date:	05/21/2003
Sold by:	Hachette Digital, Inc.
Format:	eBook
Pages:	192
File size:	2 MB
Age Range:	13 - 18 Years

About the Author

JEFFREY J. FOX is the founder of Fox & Co., Inc., a premier marketing consulting company, serving over sixty companies in sixty industries. Prior to starting Fox & Co., Mr. Fox. was VP of Marketing and Corporate VP of Loctite Corporation. He was also director of marketing for the wine division of Pillsbury, and held various senior marketing posts at Heublein, Inc, including Director of New Products. Fox is the winner of Sales and Marketing Management magazine's Outstanding Marketer Award; and the National Industrial Distributors Award as the Nation's Best Industrial Marketer. He is the subject of a Harvard Business School case study that is rated one of the top 100 case studies, and is thought to be the most widely taught marketing case in the world. Fox has been a guest lecturer at The Harvard Business School (from which he has an MBA), The Amos Tuck School, The Conference Board, and numerous other organizations. He has been featured in the Wall Street Journal, Business Marketing, and numerous other publications, and he is a member of the Board of Trustees at Trinity College in Hartford, Connecticut. He works in Avon, CT, and lives in New Hampshire.

Table of Contents

	Introduction	xix
I	Ka-ching! Ka-ching! Marketer's Music	1
II	Deeply Understand the Definition of Marketing	3
III	The Superstar Marketing Company	6
IV	"This Is Customer Money!"	10
V	Customers Fire Employees Every Day	12
VI	Segment Your Customers: Okay, Not Okay	15
VII	The Customer Is Not Always Right	18
VIII	Use the Seven Growth Levers	20
IX	You Must Love Your Brand	23
X	Early to Bed, Early to Rise, Sell Hard, and Dollarize	27
XI	Always Price to Value	29
XII	The Folly of Price Cutting	32
XIII	A Price-to-Value Parable	35
XIV	Always Sell Consequences	37
XV	Derived Demand Is Not Direct Demand	39
XVI	Fifteen Super Marketer Must-Knows	42
XVII	Some Rules for Choosing a Brand Name	46
XVIII	Always Put the Brand Name in the Headline	50
XIX	Never Use "We"	53
XX	What, Pray Tell, Is the Difference?	55
XXI	Never Use Bad Words in Advertising or Selling	59
XXII	Advertise and Sell with Numbers, Not Adjectives	63
XXIII	Don't Put Your Phone Numbers on Your Trucks	66
XXIV	Don't Hit Into a Triple Bad Play: A Case History	68
XXV	Marketing Superstar Instant Challenge #1	71
XXVI	Don't Send a Ransom Note	73
XXVII	Be Your Own Customer	76
XXVIII	Banish All Buying Barriers	79
XXIX	Always Thank Your Customers	83
XXX	A Fast Fifteen	86
XXXI	Superstars Love Recessions	90
XXXII	Never Take the Cheese Off the Pizza	93
XXXIII	Beware the Constellation Theory of Marketing	96
XXXIV	Marketing Superstar Instant Challenge #2	99
XXXV	Always Have a President's Pipeline	101
XXXVI	Questions Lazy Marketers Can't Answer, but the Marketing Superstar Must: Part I	103
XXXVII	Get Answers to These Questions: Part 2	107
XXXVIII	Compete for Inches	109
XXXIX	Marketing Superstar Instant Challenge #3	111
XL	Repolish the Silver	113
XLI	First Sell Inside ... Always	116
XLII	Don't Let Perfect Be the Enemy of Better	119
XLIII	Own a Market, Not a Mill	122
XLIV	Loss Leaders Are for Losers	125
XLV	Marketing Superstar Instant Challenge #4	130
XLVI	Never Run a Three-Page-Spread Ad, or How to Burn Shareholder Money	132
XLVII	Marketing Superstar Instant Challenge #5	135
XLVIII	Shrink to Grow	137
XLIX	Fill the Air with Flailing Fists	139
L	Remember Jimmy Durante	141
LI	The First Annual Ostrova House Race	143
LII	Marketing Superstar Instant Challenge #1 Answer	147
LIII	Marketing Superstar Instant Challenge #2 Answer	149
LIV	Marketing Superstar Instant Challenge #3 Answer	151
LV	Marketing Superstar Instant Challenge #4 Answer	154
LVI	Summary #1: Hallmarks of Great Marketing Companies	156
LVII	Summary #2: Characteristics of the Killer Competitor Companies	161
	Epilogue	165
Appendix	Dollarize Your Way to More Effective Marketing	166

Editorial Reviews

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!" (May) Copyright 2003 Reed Business Information.

Publishers Weekly

Fox’s manifesto for retrofitting ailing marketing plans and tapped-out marketers is a rapid-paced, upbeat instruction. Loaded with anecdotal material--how does an ailing shoeshine shop bring scuffed shoes through the door within 10 minutes of implementing a new marketing idea? What’s wrong with aesthetically layered image ads? How much is a customer really worth? While some of Fox’s information is tried-and-true, it’s worth a listen--you won’t walk away without a passel of powerful money-making techniques. D.J.B. © AudioFile 2003, Portland, Maine

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