Title Myths of Marketing
Subtitle Banish the Misconceptions and Become a Great Marketer
Author Grant Leboff
ISBN 9780749483913
List price GBP 14.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 224
Book size 152 X 235 mm
Publishing year 2020
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book Send Enquiry
  
 

Reviews:

“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.”

—Drayton Bird, globally renowned marketer, and Founder, AskDrayton.com

 

“Caution: this book will annoy others, as you’ll keep shouting out YES! every few pages. A must-read for everyone who spends even five per cent of their time thinking about marketing.”

—Jay Baer, Founder, Convince & Convert, and co-author, Talk Triggers

 

“Grant Leboff’s new book is a business survival tool. Marketing is evolving at light speed. Decision makers need worthwhile sources to be able to adapt. Leboff is definitely a worthwhile source.”

—Zev Siegl, Co-founder, Starbucks Coffee Company

 

“If Grant Leboff’s seminars could be improved, then this book does that. Bit by bit it dispels dated marketing myths, replacing them with actionable ideas and advice, fascinating examples and sound rationale. In today’s world we are all part of the marketing department and this book should be viewed as a must-read by marketers and non-marketers alike.”

—Jeremy Rees, CEO, ExCeL London

 

“Grant Leboff is a masterful communicator, and his work in Myths of Marketing is no exception. No matter your level of experience, this will be an invaluable reference work on the sales and marketing shelf.”

—Pete Crosby, Chief Revenue Officer, Ometria

 

“There is nothing certain in these uncertain times, apart from Grant Leboff’s ability to cut through the hype and give us tangible ideas and approaches we can take back to our own businesses - this book is a must-read for any busy businessperson. Each chapter stands on its own; a great reference book to challenge established thinking and give confidence to try new things. Grant has again done it again - he’s done the hard thinking and myth-busted topics into common-sense approaches.”

—Chris Skeith, Chief Executive, Association of Event Organisers

 

“A must-read, Marketing Myth buster! Grant Leboff has a brilliant way of blending practical ideas with a thoroughly enjoyable and well-researched narrative.”

—Duncan Cheatle, CEO, Learn Amp, and Founder, The Supper Club

 

“Turns your view of marketing and what makes businesses successful today on its head. Thought provoking, a must-read for any marketing and business leader.”

—Paula Warmer, EMEA Communications Director, SAP

 

“A must-read for marketers and business leaders alike. These 26 myths make you better understand the concept of marketing and how it has evolved with the changing world.”

—Geoff Lawrence, Managing Director, Vistage International (UK) Ltd

 

“We’ve all heard of things being old school or new school. But in Myths of Marketing, business wizard Grant Leboff reveals marketplace fundamentals that are THE School.”

—Jim Blasingame, Host, The Small Business Advocate Show, and author, The Age of the Customer and The 3rd Ingredient


Description:

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.

 

Key features at a glance:

  • 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


Contents:

Preface

Myth 1: Marketing communications haven’t fundamentally changed

Myth 2: Marketing is just communications

Myth 3: Sales and marketing are basically the same

Myth 4: I don’t need marketing – my company is too small and business comes from word of mouth

Myth 5: I don’t need a marketing plan

Myth 6: Marketing is solely the responsibility of the marketing department

Myth 7: Ultimately, people buy on price

Myth 8: Pricing is a matter of charging the highest amount possible

Myth 9: The purpose of a brand is to build awareness

Myth 10: Every business is a brand

Myth 11: Business-to-business purchases are purely based on logic

Myth 12: Business-to-business and business-to-consumer marketing are completely different

Myth 13: Effective marcom means running a series of great campaigns

Myth 14: A successful business requires a compelling USP

Myth 15: Market positioning is all about the product or service on offer

Myth 16: Visuals are the most important aspect of any marketing communications

Myth 17: Our offering must attract the largest audience possible

Myth 18: Demography is the best way to segment your market

Myth 19: The focus of marketing communications should be a company’s products or services

Myth 20: We are operating in a service economy

Myth 21: The customer buying journey is no longer a linear process

Myth 22: I instinctively understand my customer

Myth 23: Marketing can still rely on the traditional purchase funnel

Myth 24: Creating content takes too much time and money

Myth 25: Social media is nothing more than some alternative channels to market

Myth 26: Every business requires a ‘higher purpose’

Index


About the Author:

Grant Leboff is one of the UK’s leading sales and marketing experts. Continually challenging received wisdom, Grant built a successful direct marketing company in 2002 and sold it six years later. He now serves as a non-executive director and also runs a strategic consultancy, Sticky Marketing Club, a consultancy which advises clients on sales and marketing strategies, building their brand and positioning it as market leader in their particular sector.

A regular speaker at conferences around the world, Grant Leboff is also a contributor to many business magazines and newspapers including, The Daily Telegraph, The Independent, and The Financial Times. Grant is also the author of Sticky Marketing and Stickier Marketing, both published by Kogan Page.


Target Audience:

This book is a must-read for everyone who spends even five per cent of their time thinking about marketing. This book should be viewed as a must-read by marketers and non-marketers alike.

 
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice.