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Type of bind: Paperback
Dewey Decimal Number: 658.8
EAN num: 9781400081691
ISBN number: 1400081696
Label: Three Rivers Press
Manufacturer: Three Rivers Press
Quantity: 1
Page Count: 240
Printing Date: April 26, 2005
Publishing house: Three Rivers Press
Release Date: April 26, 2005
Sale Popularity Level: 386927
Studio: Three Rivers Press
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Editor's Notes and Comments:
Product Description:
• Stop throwing thousand-dollar bills out the window and camouflaging spending as marketing—demand that the money spent on marketing bring in more money in return.
• Cut through the myths that claim marketing is about advertising, public relations, or direct mail—learn that it is about growing the revenue, profit, and valuation of the business.
• Fire your advertising agency if it even thinks about applying for a Clio or other creative award.
• Implement the marketing moratorium—stop all marketing until you know how each component of your program justifies itself in dollars and cents.
User popularity level:
Rated by buyers 
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The impetus for purchasing the book was the glowing testimonials on the back from reputable marketing experts. Not sure what they saw in it, though.
Pretty basic stuff.
Rated by buyers -
I managed to take a few good ideas away from this book. I would not read it again, nor would I recommend it to a friend. Looks like he has an management book out as well. Perhaps Mr Stevens can teach us accounting next.
Rated by buyers 
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If you have ever wondered why your business was mediocre, just read this book. Most business owners that are their own Chief Marketing Officers will identify with many of the issues that Mark Stevens so clearly illustrates. Clearly this is a book for those that want to grow their business with powerful marketing ideas.
Rated by buyers -
This is the most truthful book on marketing ever. "If the moola you spend on marketing isn't growing your business and bringing in more moola in return, then you have marketing that ...sucks." Stevens is very clear and concise. "Stop throwing thousand-dollar bills out the window and camouflaging spending as marketing-demand that the money spent on marketing bring in more money in return." Even better, "Fire your advertising agency if it even thinks about applying for a Clio or other creative award." Awards do not generate moola for you who is paying the bill. This is a terrific book for any CEO who wonders if he is just throwing money at the wall with his creative/advertising/marketing budget. If you are not getting clear metrics reflected by increased bottom line dollars - then the money is wasted. Al Trout told us that advertising is dead and PR is alive. Stevens gives very concrete examples for you and I to see this clearly and a plan to remedy things immediately. Our company already adopted revenue-focussed marketing for 2 quarters and it works. A keeper and a true reference book
Rated by buyers -
Why? Because I'm the CEO of a small investment management firm, and our whole industry is plagued by exactly the kind of mind-numbing marketing that this author talks about in his book. The real question here is, do you continue with conventional messages: those safe messages that everyone else in the investment industry uses, and that produce little or no results, or do you focus on new ideas, or ways of communicating existing ideas, that really resonate? The answer is obvious.
Shortly after starting my firm, we spent a lot of money on an "identity." Our marketing firm recommended using focus groups to assess how well that identity, and our marketing materials, worked. Yet, because we didn't have the perspective shared in this book, we ended up with an overall identity that was weak. Also, there has never been the kind of integration between all of our sales and marketing efforts that are suggested in this book.
It's all so obvious, once you read the book. However, for anyone who is contemplating this book, and feels like his business is presenting itself in a way that fails to differentiate it from others, I highly recommend it.
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