Mark Stevens is one of the world's leading experts in ROI-based marketing and the creator of the Extreme Marketing process. He is also the author of The Big Eight and Sudden Death.
The president of MSCO, a marketing firm based in Purchase, NY, Stevens (Extreme Management) here argues that the measure of marketing success is whether every dollar invested is returned in more than a dollar of sales. Once companies establish a marketing budget, their marketing departments often try to spend the entire budget, regardless of whether the marketing program is effective or profitable, simply to avoid having the following year's budget cut. Stevens counters that scenario by proposing marketing that works: infomercials and the ads that people love to hate (or at least ridicule) are effective because they deliver measurable results. This book does not present any new theories or practices that would define it as groundbreaking, but it does serve as a reminder that marketing is all about generating new business, not just building "mindshare." This is a good acquisition for secondary-school libraries interested in the basics of marketing and for business-school libraries where case studies are emphasized; public library systems may also consider adding it to the main branch.-Stephen Turner, Turner & Assocs., San Francisco Copyright 2003 Reed Business Information.
"This gem of a book is brimming with anecdotal evidence of advertising strategies gone awry..." - Publishers Weekly "Clear, sensible suggestions for making money through marketing." - Time "I love Mark Stevens's Your Marketing Sucks. Clear language. Strong point of view. Actionable as the dickens. And extreme. (My favourite word.)" - Tom Peters "Your marketing may suck, but this book doesn't. Every single page has a story, an example, or a concept you'll find yourself repeating to colleagues within days. Powerful stuff, not for amateurs or anyone too lazy to succeed." - Seth Godin"
Most companies don't have a clue about good marketing, argues entrepreneur Stevens (Extreme Management) in his slender but vociferous book. What they need are the principles of "extreme marketing," in which every dollar "is set in a strategic context," is part of an integrated plan and brings in more than a dollar in return-strategies Stevens lays out in his readable, thought-provoking and sometimes outrageous book. He bashes marketers' "conventional wisdom" with an almost immoderate glee, and proposes big changes too: stop all marketing if you can't prove it works; don't use your competitors' marketing as a benchmark; don't depend on the results of focus groups; fire sellers that don't sell; cross-sell to consumers; and try direct mailings are just a few of his ideas. With charges like "Be persistent, relentless, inventive, counterintuitive, challenging, combative, strategic and tactical," readers may be tempted to think: easy for you to say. But this gem of a book is brimming with anecdotal evidence of advertising strategies gone awry, and full of examples of better plans. Diversification of programs is key, as are market testing and tracking. And if Stevens's examples aren't enough to convince (though they should be), his passion for his subject may carry the day. At the book's conclusion, Stevens instructs readers to not return to the office until they have figured out how to implement his advice. This is as different from more traditional and staid marketing how-tos as its title suggests. Copyright 2003 Reed Business Information.