Praise for AVOIDING CRITICAL MARKETING ERRORS: HOW TO GO FROM DUMB TO SMART MARKETING:
"Richard is at the very top of the list when it comes to people who can help someone understand how to be a great marketer." Kurt Kane, EVP Chief Concept & Marketing Oﬃcer, at The Wendy's Company
"Richard reminds us vividly that marketing, now more than ever before, has a critical role to play in generating impact and lasting results." - Didier Devaud, Vice President Global Marketing and Education iTero, Align Technology
"AVOIDING CRITICAL MARKETING ERRORS is the de facto tool for all marketers to get smart(er) so they may elevate their business impact!" - Ben Cook, President, Acumen Learning
"Experienced or not, this book will sharpen your saw and propel your ability to deliver results." - Lisa Tollman, Executive Director, Amgen
AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing may oﬀend marketers who don't recognize they can do much more with marketing, and it will probably disturb those who are satisﬁed with the status quo.
Marketing is underutilized and losing its relevance. Ignorance of proven principles and failure to adopt best practices and quality processes is at the root of the decline of marketing's role and relevance in the present era. This decline is exacerbated by marketers not being held accountable or accepting accountability for providing a clear line-of-sight in driving ﬁnancial outcomes and growing healthy brands.
That's not smart. It's dumb marketing! Yet, in today's "age of abundance and sameness," where generally acceptable quality (GAQ) rules, smart marketing is more essential than ever.
This book, written by Richard Czerniawski, a veteran career marketer, tackles critical marketing errors, those grave blunders, slip-ups and missteps, both of omission and commission, that not only lead to underperformance but further threaten marketing relevance and undermine brand potential. Importantly, it addresses what all marketers and their organizations need to do to achieve smart marketing, so it matters where it counts: in the marketplace.
If you are one of those other marketers and senior managers who recognize they are, and/or marketing is, underutilized—regardless of the current level—and want to improve this situation, then this book will prove invaluable to you. If you are one of these marketers, you will not be oﬀended by the content. Instead, it will provoke your thinking and assist you in your pursuit of achieving marketing excellence.
More Praise for AVOIDING CRITICAL MARKETING ERRORS: HOW TO GO FROM DUMB TO SMART MARKETING:
"Any smart marketer should read this book – now!" Gilberto Dalesio, Chief Commercial Oﬃcer, SIFI
"I can attest that Richard's focus on genuine marketing excellence delivers the incremental sales impact, ROI and accountability that everyone in the organization should demand." - Peter Valenti, Division President, Hologic
"This is a no-nonsense book with practical advice and plenty of examples on doing smart marketing from a successful, veteran marketer." Santosh Chaturvedi, VP, New Products Planning & Portfolio Strategy, Global Oncology, EMD Serono
"This book will make you laugh at outrageous gaffes, wince in recognition of your own mistakes, learn how to avoid marketing traps, and most importantly, put your brand on a bullet train headed straight for brand loyalty." Robin Shapiro, Global President, TBWA/WORLDHEALTH
“If you put together the best of Anthony Robbins and Wayne Dyer, what you would have would be almost as good as Steve Chandler.” —Dale Dauten, Chicago Tribune, King Features SyndicateThis Book Will Motivate You by master life coach, Steve Chandler, helps you create an action plan for living your vision, in business and in life. It features more than 100 proven methods to positively change the way you think and act—methods based on feedback from the hundreds of thousands of corporate and public seminar attendees Chandler speaks to each year. The book also includes techniques and breakthroughs he has created for individual coaching clients.This Book Will Motivate You will help you break through the negative barriers and banish the pessimistic thoughts that are preventing you from fulfilling your lifelong goals and dreams. This edition also contains mental and spiritual techniques that give readers more immediate access to action and results in their lives. If you’re ready to finally make a change, leave burnout in the dust, and reach your goals, Steve Chandler challenges you to turn your defeatist attitude into energetic, optimistic, enthusiastic accomplishments.This book was previously published as 100 Ways to Motivate Yourself.“The perfect book to motivate busy, distracted people who want to change their lives. Every chapter is a friendly, simple, and clear directive suggesting you take action in a way that piques your curiosity and then second, it satisfies it by sharing story after story to support the points Steve is making. You can’t stop by reading just one chapter.” —Mark Goulston, M.D. coauthor, Get Out of Your Own Way
**Ready to embrace your inner Fearless Leader? Brendan P. Keegan is here to guide you on your way. In The FUD Factor: Overcoming Fear, Uncertainty & Doubt to Achieve the Impossible, Keegan sets the record straight: Fearless Leaders aren’t born — they are made — and we all have the capability to become the Fearless Leaders we aspire to be. Drawing on lessons learned along his own Fearless Leadership journey and the lessons learned by emerging, stuck, challenged, and get-better leaders across all industries, experiences, and ages, Keegan urges us to face our fears, believe in ourselves, and inspire others through our own commitment to show up as a Fearless Leader every day. ** ** In his carefully laid out strategy, Keegan uncovers all the qualities of Fearless Leadership and provides a clear path for aspiring and seasoned leaders to follow, a path that will empower them to achieve the impossible.**
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