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How to Become a Marketing Superstar
Book

How to Become a Marketing Superstar

Unexpected Rules that Ring the Cash Register

Jeffrey J. Fox
Hyperion, 2003
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Editorial Rating

7

Qualities

  • Concrete Examples
  • For Beginners

Recommendation

Author Jeffrey J. Fox, a marketing superstar for several international companies, mixes basic Marketing 101 principles with new tips on achieving marketing success. If you want to test yourself, he even offers a few intriguing quizzes that let you suggest marketing solutions to sales problems. The book is written in a sharp, direct, interesting style that keeps the reader involved. However, while a neophyte marketer may find all Fox’s information valuable, much of what Fox says will be common knowledge to veteran marketers. Though his authoritative tone may help motivate readers to seek his occasional gems, the book should have been tighter to highlight his new information - now tucked in amid the basics. Beyond the know-how he offers, be it elementary or advanced, getAbstract.com recommends Fox’s book for its strong examples of what works and what doesn’t.

Summary

Continuous Sales, Repeat Customers

Everyone in your company should be part of the marketing effort to attract and keep good customers. Often advertising is ineffective and the power of selling is overrated, because marketers don’t properly research and plan. Success comes from being customer-driven. Prioritize customers over internal meetings and paperwork. The best marketing people sell continually. They are not necessarily in big corporate sales forces - in fact, many run their own companies.

To keep up your customer appeal, hire people who value and honor customers and invest in training them how to exert extra effort to satisfy good customers. Empower your people to use their best judgment to do what’s needed to be responsive to customer needs. Once customers become dissatisfied and feel they aren’t getting value for their dollar, they can easily go elsewhere, and it is very hard to get them to come back.

Segmentation and Branding

To market effectively, segment your potential buyers for the purpose of positioning your product, creating your branding message and establishing your sales, pricing and packaging approaches. While you can segment your market...

About the Author

Jeffrey J. Fox was dubbed "Outstanding Marketer" by Sales & Marketing Management magazine and by the National Industrial Distributor’s Association, among others. Before founding Fox & Company, a marketing consulting firm, he held senior marketing positions at several international companies. His books, including How to Become CEO and How to Become a Rainmaker, have been published in 35 languages.

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