- Hardcover: 296 pages
- Publisher: Wiley; 1 edition (March 30, 2007)
- Language: English
- ISBN-10: 0471979937
- ISBN-13: 978-0471979937
- Product Dimensions: 6.5 x 1 x 9.4 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 12 customer reviews
- Amazon Best Sellers Rank: #2,366,001 in Books (See Top 100 in Books)
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Your Gut is Still Not Smarter Than Your Head : How Disciplined, Fact-Based Marketing Can Drive Extraordinary Growth & Profits Hardcover – March 30, 2007
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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 headnot just your gutwhen 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 marketingwith its tough truths and hard datawill enter the future fully equipped for success.
From the Back Cover
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 herethis 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 dramaticallywith numerous exampleshow great, even just good, analysis leads to legendary marketing strategies."
Don Sexton, Professor, Columbia Business School, and author of Trump University Marketing 101
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Top customer reviews
The book picked up right where his presentation left off, offering simple and effective advice for anyone in the field of marketing. Too often marketers try and "hit a homerun" and win awards with their advertising campaigns, but they forget the whole premise of what they do, which is to raise awareness about their product or service. It seems that every day I see an ad on TV that I have seen many times before, but yet I still don't know what product is being advertised until the end of the ad. Mr. Clancy teaches you the best way to create marketing that will produce tangible results, based on facts and solid research as opposed to gut feelings.
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.
It is an informative and back to basics approach to effective marketing.