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Your Gut Is Still Not Smarter Than Your Headby Kevin Clancy (John Wiley & Sons Inc, 304 Pages)
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Book Description Marketing has traditionally been gut-driven, undisciplined, and often unaccountable. Marketing executives rarely had to defend their expenditures and results. But those times are changing. In Your Gut Is Still Not Smarter Than Your Head, marketing consultants Clancy and Krieg explain how to implement disciplined, accountable marketing that achieves results. Similar to Six Sigma in its methodologies, disciplined, accountable marketing will revolutionize the industry as we know it. The authors explain what disciplined marketing looks like in every crucial type of marketing decision, from positioning to distribution, and provide case histories that clearly show how disciplined marketing beats gut-level thinking and planning every time. Kevin Clancy (Boston, MA) is Chairman and CEO of Copernicus Marketing Consulting, a leading research and consulting organization with an international clientele. He is currently Adjunct Professor of Marketing at Boston University. Peter Krieg (Boston, MA) is Executive Vice President of Copernicus. |