This book meets its promise of deflating the academic presentations contained in more theoretical marketing books. Too often, those books sub-divide and label marketing approaches and customer acquisition strategies into acronym-ridden codes that only confuse readers. Many of these books assume that the customer is the center of the marketing universe. Author Stephen Brown contends just the opposite. Customers are not the core of the cosmos. At best, constantly catering to their whims and changing tastes often ties marketers into unproductive knots. Using powerful - if sometimes questionable - examples, Brown shows that customers readily follow good marketing campaigns. Yet, the book relies so heavily on alliteration, puns and perky jokes that it often becomes just too cute, which impedes its solid marketing message. getAbstract.com recommends it as useful reading for marketing professionals who seek fresh ideas and a break from the old jargon. Alas, despite its title, no free gift comes with it, other than some razzle-dazzle marketing war stories.
In this summary, you will learn
- How to use the TEASE marketing method to invigorate any campaign;
- How scarcity can actually benefit marketers; and
- How powerful marketing made a singer, a novelist, stuffed bears and a vodka into marketplace phenomena.
About the Author
Stephen Brown is a professor of marketing research at the University of Ulster. He has held visiting positions at Northwestern University, the University of California and the University of Utah. He has written or co-edited 13 books, including Marketing Apocalypse, Postmodern Marketing and Romancing the Market. His work has been published in the Harvard Business Review, Journal of Marketing, Journal of Advertising and Business Horizons.