New PDF release: How to Think Like the World's Greatest Marketing Minds

By Layton Turner

ISBN-10: 0071360700

ISBN-13: 9780071360708

In modern day international of vast consolidation and mega-mergers, enterprise luck is based greater than ever upon inventive branding equipment, top-notch exposure schemes, and state-of-the-art advertising plans to insure that one's association sticks out mainly others. And the icons profiled during this valuable booklet of industrial classes are the undisputed masters of stand-out advertising. writer Marcia Layton Turner showcases the vintage advertising master-plans of our time and lays out a refreshingly sensible method that may be utilized by executives and marketers in any who're trying to replica the luck of such legends as Geoffrey Moore, Phil Knight, and Martha Stewart.

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It's moving from trusted personality to trusted products and services. " Repackage and Repurpose Information Undoubtedly, one of Martha Stewart's strengths is her ability to do several things at once. This is true in her personal life, where she is known as a dynamo who can't stand still, and at her company, where each piece of how-to information is used several times over, in various forms. A magazine article is never just a magazine article. Nor is a TV segment just a one-time program. For example, an article on creating a festive holiday wreath can also be used as a chapter in an upcoming holiday decorating book she may publish and as a segment on her television show and radio program.

And Zyman was ecstatic: Crystal Pepsi was effectively neutralized. "Fish Where the Fish are" Since marketing's primary goal is to enhance profitability, it makes sense to try to increase sales without increasing the expense of getting those sales. One way to do that is to target existing customers. " Consumers who are already your customers have demonstrated that they have a need for, and the financial resources to buy, your product. Pursuing additional sales among existing customers is also more cost effective, because you've already achieved some level of brand awareness among your base.

Nor is a TV segment just a one-time program. For example, an article on creating a festive holiday wreath can also be used as a chapter in an upcoming holiday decorating book she may publish and as a segment on her television show and radio program. In addition, it can be mentioned in her syndicated newspaper column, listed as a program item on the Web site, and packaged as a do-it-yourself kit sold through Martha By Mail. Reusing and repackaging information in numerous forms is much more profitable than using it once and setting it aside, as so many media companies do.

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How to Think Like the World's Greatest Marketing Minds by Layton Turner


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