Why should marketers read Counterintuitive Marketing?
Marketing programs today do not perform as well as they could or should. As a result, many companies show little or no organic growth, covering-up their problems with mergers and acquisitions, downsizing and reengineering. Marketing is the engine that drives growth, but the engine is in desperate need of repair. Marketers need to understand the theoretical framework for a strategically integrated marketing approach and the technologies available today to create marketing plans that work. In Counterintuitive Marketing, we demonstrate how to develop, implement, and monitor a transformational marketing program, applying theory and technology, from start to finish. Q: Why do you think the marketing “engine is broken” when many in the industry might say otherwise? One of the best-kept secrets in American business is how poorly most marketing programs work. The emperor really isn’t wearing any clothes. Market share and brand equity numbers are dropping; advertising performance is in decline;
