Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense

In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously.

In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance.

Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs.

Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.

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More and more companies are discovering that while it is possible to increase profits by cutting costs, it is not possible to downsize a business and still grow. Convinced that marketing new and existing goods or services is the least risky way for any company to expand, Kevin J. Clancy and Peter C. Krieg -- who head Copernicus, one of the world's leading research and consulting organizations -- give managers both the theoretical framework for a strategically integrated marketing approach and the tools they will need to build marketing plans that work. In Counterintuitive Marketing Clancy and Krieg: -- Explain why it is essential to forge a vital link between strategic planning and marketing -- a link missing in too many businesses -- Reveal how technological advances can make a critical difference in targeting, positioning, advertising, new product development, and pricing. -- Show the difference between marketing plans based on science and those based on tradition -- and explain how to best develop and test marketing ideas -- Provide a two-page marketing questionnaire that every marketing department can use to keep on track. Their book will be required reading for every successful marketing manager.

Bob Lamons
Columnist
Marketing News Magazine


Great content and practical advice   April 28, 2004
 3 out of 4 found this review helpful

I just read Clancy and Krieg's Counterintuitive Marketing and it was amazing. Loaded with content, solid research and practical advice. It teaches stuff about marketing I never learned in my NYU MBA program. I strongly recommend it. Then I read the screed (AKA review) by "Chanali from Asia." Who is this guy and has he worked for even a day in the real
world?


You should read this if you are serious about marketing   April 22, 2004
 1 out of 1 found this review helpful

Counterintuitive marketing was an amazing book. I learned more about marketing and the decision-making tools that are available today from this book than I did in my MBA classes. If you are a serious marketing person, you need to read this book.

It's not BS--this is the way the smartest people in marketing make decisions. People who cling to outdated ways of thinking and are afraid of change probably won't like this book. The only way to make better decisions about marketing is to take the time to understand your customers. This requires research.

People who skim a few chapters, will miss important ideas. For instance, the authors explain how to use focus groups correctly--as a starting point in the research process. They never say don't use them, they say don't use them to make multi-million dollar decisions. That anyone in this day and age is basing a critical decision on the opinions of 6-8 people is crazy.

This book is the future of marketing. Anyone who says otherwise just doesn't get it.