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

Section I

Why You Should Be Unhappy with Your Marketing Even if You’re Not 1

1 Nothing Is More Important than Marketing 3

2 More Marketing Decisions Are Made with Guts than Brains 25

3 How to Give Your Marketing a “Performance Review” 45

Section II

Six Easy Steps (and One Hard One) to Better Marketing 57

4 So Many Targets . . . So Which Are Worth Targeting? 59

5 Positioning: The Battle for the Mind Is Lost before the First Shot Is Fired 81

6 Generate Two Billion Product Ideas and Choose the Best One 103

7 Don’t Slip in the Media Muddle 129

8 Why Your Advertising Is a Waste—and What to Do about It 147

9 Sports Sponsorships Are Often a Mug’s Game 167

10 How to Make the Sales Reps Our Friends . . . Really 185

Section III

How to Finally Make It All Work Together 203

11 Connect All the Marketing Plan’s Dots 205

12 How to Get All These Great Plans Implemented 227

13 Brand Equity—Out; Customer Equity—In 243

14 Yes, You Can Measure Marketing ROI 263

Notes 277

Index 285