The Old Rules of Marketing Are Dead: 6 New Rules to Reinvent Your Brand & Reignite Your Business

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The Old Rules of Marketing Are Dead: 6 New Rules to Reinvent Your Brand & Reignite Your Business

Format:  Paperback,

240 pages

Publisher: McGraw-Hill

Publish Date: Jul 2011

ISBN-13: 9780071788229

ISBN-10: 0071788220

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Book Information

The following content was provided by the publisher.

The "New York Times" and "USA Today" Bestseller

Reinvent your marketing to keep up with an ever-changing marketplace

"A must-read for any business leader or marketer. It explains how brands must be true to their essence and be reinvented to remain relevant in this radically changed, information-rich, and Internet-oriented world."
--Robert Hanson, President, Global Levi's(R) Brand, Levis Strauss & Co.

"Pearson makes the clearest statement yet about the new world of marketing, as he makes the difficult and complex concepts of brands and reinvention understandable to everyone."
--Bob Jeffrey, CEO, JWT

"When it comes to global brands, Pearson has no peers. His understanding of how companies and enterprises that breakaway from their competitors and reinvent their businesses will inherit the next era of global commerce is revolutionary."
--Michel Recalt, Director of Marketing and Brand Strategy, LVMH Moet Hennessy Louis Vuitton

""The Old Rules of Marketing are Dead" presents a new reality: marketing must be reinvented if it is to remain relevant by placing a premium on business acumen, strategy and communications."
--MaryLee Sachs, Chairman U.S., Hill & Knowlton

"Pearson has distilled 27 years of business experience into a book that shows the old ways of marketing have been replaced by new more up-to-date approaches and concepts to reinvent businesses and brands--and drive profitable sales."
--Stephen G. Butler, retired Chairman / CEO, KPMG International / KPMG LLP

"Tim Pearson's name is synonymous with strategy, value-proposition development, and marketing. From now on, it will be synonymous with reinvention and the new 'do or die' rules of business."
--Mark A. Emkes, retired Chairman, CEO and President, Bridgestone Americas

"Every leader and company director must learn the fundamental rules and principles of reinvention that will bring marketing into the 21st century. Reinvention must be the byword for this post-Great Recession era and the changes it requires that will make companies and businesses of all sizes great."
--R. David Hoover, Chairman, President and CEO, Ball Corporation

About the Book:

Revolutionary new technologies developed over the past decade have completely changed the way humans communicate and transact business. Not exactly late-breaking news for most people of the world . . . except for those who are supposed to be marketing to them. While consumers, customers, and marketplaces have adapted to these new realities, most marketers have not.

Renowned marketing expert Tim Pearson explains why you need to sever your ties to the comfortable old ways of marketing--and bring your company's marketing into the twenty-first century.

Too many marketers still operate as if strategy necessarily depends upon predetermined budgets; advertising is the catch-all to every problem; and marketing results can't be measured. It all adds up to the age-old belief that marketing is an art, not a science--which couldn't be further from the truth.

"The Old Rules of Marketing Are Dead" is a road map for breaking out of old, established--and increasingly ineffective--routines and reinventing your organization's marketing by: Positioning marketing as a business partner--not as a tool for meeting a strategic objective Holding marketing accountable for results with the application of hard data-- not vague qualitative measurements Providing leadership within your organization--not following the direction of everyone else

From research frameworks and concept development to planning, budgeting, media placement, and program implementation, marketers have not kept up--to the detriment of themselves and their companies. Completely revamping old-school marketing is the only way to drive profitable sales, create growing brands, and increase market share in today's post-Great Recession business landscape.

Pearson calls for nothing short of a marketing revolution. You must thr

Specifications

Author:
Publisher: McGraw-Hill
Publish Date: Jul 2011
ISBN-13: 9780071788229
ISBN-10: 0071788220
Format: Paperback
Number of Pages: 240
Shipping Weight (in pounds): 0.8
Product in Inches (L x W x H): 5.9 x 0.7 x 8.9
Walmart No.: 9780071788229

Chapter outline

Acknowledgments
A Note About the Timeline
Introduction: What Memo Did Marketers Miss?
The Core Is Everything
A Brand's Essence Says It All
The Customer Really Does Know Best
Your Reputation Precedes You
Play Nicely Together...or Else
Sleep Soundly, Work Fearfully
You Have Nothing Without the Foundation
Integrity Is Next to Godliness
A Single Word or Symbol Can Speak Volumes
The Whole Is Larger than Its Parts
Mind Your P's (and You Can Forget About the A's)
Do as I Do, Not as I Say
There are Many Choices but Only One Customer
Strategy Is the Heart, but Measurement Is the Lifeblood
Frameworks, Frameworks, Frameworks
Perception Really Is Your Customer's Reality
Communicate; Then Communicate Some More
It's More than Just Channel Surfing
Do the Right Things for the Right Reasons
It's All About the Relationship
You Don't Have to Go It Alone
It's Not About You, It's Really About Me
The Long Arm of the Law
Infrastructure is More than Just Pipes
There's Reason It's Called the Center
Technology Is Only the Enabler
Right Information, Right People, Right Time, Wrong Thought
Lead and Others Will Follow
Leadership Isn't a Noun, It's a Verb
Conclusion: The Essence of Marketing Today
Notes
Index

Book description

The New York Times and USA Today Bestseller!

Reinvent your marketing to keep up with an ever-changing marketplace

“A must-read for any business leader or marketer. It explains how brands must be true to their essence and be reinvented to remain relevant in this radically changed, information-rich, and Internet-oriented world.”

—Robert Hanson, President, Global Levi’s® Brand, Levis Strauss & Co.

“Pearson makes the clearest statement yet about the new world of marketing, as he makes the difficult and complex concepts of brands and reinvention understandable to everyone.”

—Bob Jeffrey, CEO, JWT

“When it comes to global brands, Pearson has no peers. His understanding of how companies and enterprises that breakaway from their competitors and reinvent their businesses will inherit the next era of global commerce is revolutionary.”

—Michel Recalt, Director of Marketing and Brand Strategy, LVMH Moet Hennessy Louis Vuitton

The Old Rules of Marketing are Dead presents a new reality: marketing must be reinvented if it is to remain relevant by placing a premium on business acumen, strategy and communications.”

—MaryLee Sachs, Chairman U.S., Hill & Knowlton

“Pearson has distilled 27 years of business experience into a book that shows the old ways of marketing have been replaced by new more up-to-date approaches and concepts to reinvent businesses and brands—and drive profitable sales.”

—Stephen G. Butler, retired Chairman / CEO, KPMG International / KPMG LLP

“Tim Pearson’s name is synonymous with strategy, value-proposition development, and marketing. From now on, it will be synonymous with reinvention and the new ‘do or die’ rules of business.”

—Mark A. Emkes, retired Chairman, CEO and President, Bridgestone Americas

“Every leader and company director must learn the fundamental rules and principles of reinvention that will bring marketing into the 21st century. Reinvention must be the byword for this post-Great Recession era and the changes it requires that will make companies and businesses of all sizes great.”

—R. David Hoover, Chairman, President and CEO, Ball Corporation

About the Book:

Revolutionary new technologies developed over the past decade have completely changed the way humans communicate and transact business. Not exactly late-breaking news for most people of the world... except for those who are supposed to be marketing to them. While consumers, customers, and marketplaces have adapted to these new realities, most marketers have not.

Renowned marketing expert Tim Pearson explains why you need to sever your ties to the comfortable old ways of marketing—and bring your company’s marketing into the twenty-first century.

Too many marketers still operate as if strategy necessarily depends upon predetermined budgets; advertising is the catch-all to every problem; and marketing results can’t be measured. It all adds up to the age-old belief that marketing is an art, not a science—which couldn’t be further from the truth.

The Old Rules of Marketing Are Dead is a road map for breaking out of old, established—and increasingly ineffective—routines and reinventing your organization’s marketing by:

  • Positioning marketing as a business partner—not as a tool for meeting a strategic objective
  • Holding marketing accountable for results with the application of hard data— not vague qualitative measurements
  • Providing leadership within your organization—not following the direction of everyone else

From research frameworks and concept development to planning, budgeting, media placement, and program implementation, marketers have not kept up—to the detriment of themselves and their companies. Completely revamping old-school marketing is the only way to drive profitable sales, create growing brands, and increase market share in today’s post–Great Recession business landscape.

Pearson calls for nothing short of a marketing revolution. You must throw out almost everything you hold dear and embrace technology, a new role in business, and real accountability. The Old Rules of Marketing Are Dead has what you need to reinvent your products, your services—and your future.

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