Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits [Hardcover]

Kevin Clancy (Author), Peter Krieg (Author)

Book Description

Publication Date: March 30, 2007

Praise for
Your Gut Is Still Not Smarter Than Your Head

"Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door. Your Gut Is Still Not Smarter Than Your Head demonstrates that marketing, properly understood, is your company's engine for spotting opportunities and nurturing them to produce long-term profitable growth."
-Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management

"Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus. Here's a practical approach to marketing strategy and tactics that can drive profitability and growth. There are no 'blink' shortcuts here-this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read!"
-Susanne Lyons, Chief Marketing Officer, Visa USA

"Clancy and Krieg have written a comprehensive and highly compelling how-to book for the marketing community that says: wake up and look at the facts! It's a must-read for every professional marketer who aspires to breakthrough performance."
-Joseph V. Tripodi, Chief Marketing Officer, Allstate Insurance Company

"Bold moves require more facts in this fast-paced era. This book is a must-read for the risk tolerant!"
-Jon Luther, CEO, Dunkin' Brands, Inc.

"Fact-based marketing is the best way to reinvent marketing, and Clancy and Krieg provide the blueprint to do it."
-Bob Liodice, President and CEO, Association of National Advertisers

"The authors demonstrate forcefully and dramatically-with numerous examples-how great, even just good, analysis leads to legendary marketing strategies."
-Don Sexton, Professor, Columbia Business School, and author of Trump University Marketing 101

Editorial Reviews

From the Inside Flap

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.

From the Back Cover

Praise for
Your Gut Is Still Not Smarter Than Your Head

"Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door. Your Gut Is Still Not Smarter Than Your Head demonstrates that marketing, properly understood, is your company's engine for spotting opportunities and nurturing them to produce long-term profitable growth."
—Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management

"Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus. Here's a practical approach to marketing strategy and tactics that can drive profitability and growth. There are no 'blink' shortcuts here—this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read!"
—Susanne Lyons, Chief Marketing Officer, Visa USA

"Clancy and Krieg have written a comprehensive and highly compelling how-to book for the marketing community that says: wake up and look at the facts! It's a must-read for every professional marketer who aspires to breakthrough performance."
—Joseph V. Tripodi, Chief Marketing Officer, Allstate Insurance Company

"Bold moves require more facts in this fast-paced era. This book is a must-read for the risk tolerant!"
—Jon Luther, CEO, Dunkin' Brands, Inc.

"Fact-based marketing is the best way to reinvent marketing, and Clancy and Krieg provide the blueprint to do it."
—Bob Liodice, President and CEO, Association of National Advertisers

"The authors demonstrate forcefully and dramatically—with numerous examples—how great, even just good, analysis leads to legendary marketing strategies."
—Don Sexton, Professor, Columbia Business School, and author of Trump University Marketing 101

See all Editorial Reviews

Product Details

• Hardcover: 296 pages
• Publisher: Wiley; 1 edition (March 30, 2007)
• Language: English
• ISBN-10: 0471979937
• ISBN-13: 978-0471979937
• Product Dimensions: 9 x 6.4 x 1.1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #883,618 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Effective Marketing is Counter Intuitive, May 8, 2007

By 

T. K. Sheridan (New York, NY) - See all my reviews
(REAL NAME)   

This review is from: Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits (Hardcover)

Clancy and Krieg provide help to all those non-marketing executives who need to formulate intelligent, probing questions for their marketing gurus. Did you ever wonder about those ads where you can't understand what product is being promoted? How can those ads generate new sales? They don't! The book describes the root causes of under-achieving marketing programs and how to measure an ROI for your AD budget. It helps you understand how to identify your most profitable target market and how to effectively position your product or service.
It is an informative and back to basics approach to effective marketing.

5 of 5 people found the following review helpful:

5.0 out of 5 stars The antidote to "blink" marketing, April 27, 2007

By 

Marian Burk Wood (www.woodwriters.com) - See all my reviews

This review is from: Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits (Hardcover)

Too often marketing decisions are made in a "blink"--based on a hunch or a feeling about the product/market/demand/advertising/what-have-you. This book offers an antidote to "blink" marketing: be systematic, gather/interpret data, plan carefully, measure/evaluate results, track performance over time, and apply lessons learned to continuously improve.

I particularly like the diagram on p. 268, where Clancy and Krieg show how to think through the effect of every marketing element on customer response (awareness, understanding, perceptions, preferences, behavior, loyalty). This diagram alone is worth the price of the book because it demonstrates the connections between marketing activities and the need to research what drives your customers' responses.

4 of 4 people found the following review helpful:

5.0 out of 5 stars Of course, effective marketing is fact-based!!!!!, May 14, 2007

By 

Paul D. Berger - See all my reviews
(REAL NAME)   

This review is from: Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits (Hardcover)

A book that debunks the silly theory that marketing decision-making is best made with the gut, as opposed to the proper use of fact-based marketing, based primarily on experimentation, has been long overdue! In this book, Clancy and Krieg achieve this and a lot more! As in their other books, they go out of their way to use real-world examples to illustrate the points they make. In addition, the presentation of the material discussed in the book is remarkable. It makes the material in the book extremely accessible to virtually any interested reader. While it certainly is not the case that a reading of this book, without other training, will allow someone to be a producer of a cogent marketing research study, what this book does do, is allow a reader to be a user of marketing research - that is, be able to evaluate whether the study has addressed the right issues (e.g., targeting and positioning), and has been done properly! What the book also does is to present to the reader what the important elements of marketing are, and why - and what can happen if these important elements are ignored. Actually, the examples in the book suggest (perhaps sadly so) that it is not only the "novices," but folks at all levels of the marketing decision-making hierarchy who can and will benefit from reading this book. I'm a guy who is pretty knowledgeable about most of the ideas in this book; and, I was familiar with many of the examples cited in the book. Nevertheless, I still learned a lot and thoroughly enjoyed the book. I believe that anyone, with any interest at all in marketing, or indeed in any even remotely-related field, will receive both knowledge and enjoyment from reading this book. (Can there be a better combination to receive from a book than both knowledge and enjoyment?)