How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Register by Jeffrey J. Fox

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  • Publisher: Hyperion
  • Pub. Date: May 2003
  • ISBN-13: 9780786868247
  • Sales Rank: 70,322
  • 192pp
  • Edition Description: 1ST
 
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Synopsis

HOW TO BECOME A MARKETING SUPERSTAR is an extensive collection of provocative marketing rules. The book will also include unusual and interesting marketing stories.

Publishers Weekly

Fox's fourth entry in his How to Become series proves again that he has mastered the short format, advice-driven business book. The book contains 50-odd short chapters boasting a surprising amount of useful information delivered in a street-smart style. In the chapter entitled "Banish All Buying Barriers," Fox advises readers to eliminate anything that makes it difficult for customers to buy. About merchants featured in Visa ads for not accepting AmEx, he says, "Not accepting the American Express card is dumb. Bragging about it is even dumber." Fox lists words to avoid in advertising (e.g., "lifetime" and "quality") and questions to ask when drafting a marketing plan. Four "instant challenges" describe a marketing problem (e.g., how to sell shoe shines during a downpour) and ask readers to solve it. (Try a sandwich board reading: "Acid Rain! Save your shoes. Get a shine. Ask about the Rainy Day Special.") Throughout, Fox never loses sight of what he sees as marketing's ultimate goal, the "super marketer's anthem: It don't mean a thing. If it don't go ka-ching!" (May) Copyright 2003 Reed Business Information.

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How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Registerby Anonymous

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October 18, 2004: Jeffrey J. Fox understands we live in a busy time and he writes his books for this. This is a great book for business people new to marketing and also has a lot of good content for experienced marketers. Each chapter is kept short getting right to the point which helps make this an easy read while offering very strong information. Pick it up, it is an informative and enjoyable read for anyone looking to grow their business.

How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Registerby Anonymous

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May 31, 2003: When prescribing ?unexpected rules that ring the cash register,? Fox is really asking his reader, first, to think like a marketing superstar. That?s the obvious starting point and perhaps the greatest challenge to overcome because so many of those with marketing responsibilities or at least concerns about her or his competitive marketplace are guided by what Jim O?Toole calls ?the ideology of comfort and the tyranny of custom.? So, I urge those who read this, Fox?s most recently published book, to approach it with an open mind. Set aside all assumptions, received wisdom, etc. and focus on both what he suggests and why. Having already written a book which explains how to become a ?rainmaker,? Fox now focuses on marketing which really includes sales, also. Both involve business development which, in turn and inevitably, requires past, current, and customers. From customers, the logical segue is to satisfaction, then loyalty, and finally evangelism. But I?m getting ahead of myself. In the first of 57 brief but hard-hitting chapters, Fox leaves no doubt about the importance of generating sufficient revenue, indeed as much revenue as possible. If Count Basie were asked, he would agree that ?It don?t mean a thing if you don?t hear Ka-Ching!? Throughout the next 54 chapters, Fox introduces and then briefly discusses various ?rules,? many of which may well be unexpected to his readers. I view them as valuable insights because they challenge me to reconsider my own assumptions about marketing. I think Fox and I are in basic agreement that marketing is the process by which to create demand (for what is new) or increase demand (for what is not), whatever one sells. Strategies and tactics which achieved either objective ten or even five years ago probably would not do so today. For example, at least for new and nearly-new products, public relations (especially press relations) is far more effective now than is advertising and for a fraction of its cost. To become a marketing superstar, as Fox quite correctly insists, study the great marketing companies and their marketing superstars. Which lessons can be learned from them? Fox summarizes what he calls their ?hallmarks? in the final two chapters of his book, Chapters LVI (he offers 31) and LVII ( 17). (Don?t ask me why he prefers Roman numerals.) Here?s a brief excerpt from Summary #1: ?Superstars focus on market share as measured in units rather than sales dollars. They invest in market share [i.e. #1 or strong #2] utilizing some of today?s profits for future market position.? Here?s another brief excerpt from Summary #2: Everyone in a great marketing company ?knows the company strategy, abides by the culture, helps to adapt and implement change no matter how wrenching, and knows how to get and keep customers.? I think the Appendix, all by itself, is worth at least 7-10 times the cost of the book. Probably more. In it, Fox explains how to ?dollarize your way to more effective marketing.? (Please: do NOT read the Appendix until after you have read the 57 chapters which precede it.) As always, Fox?s writing has Snap! Crackle! and Pop! More importantly, so do his ideas. They are directly relevant to the marketing challenges and opportunities of any company, regardless of its size or nature. Moreover, I think this book should...