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Your Marketing Sucks.by Mark Stevens
Synopses & Reviews
• 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.
Stevens shows how to conceive an innovative, effective marketing campaign strategy and then monitor the results. The idea is to spend one's marketing budget only in ways that will give a measurable return on marketing dollars.
About the Author
Mark Stevens, president of MSCO, is one of the nations leading experts in ROI-based marketing and the creator of the Extreme Marketing process. Stevens is an entrepreneur, advisor, business builder, and author of such prominent books as The Big Eight, Sudden Death: The Rise and Fall of E. F. Hutton, and Extreme Management.
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