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The New York Times and USA Today Bestseller!
Reinvent your marketing to keep up with an ever-changing marketplace
“A must-read for any business leader or marketer. It explains how brands must be true to their essence and be reinvented to remain relevant in this radically changed, information-rich, and Internet-oriented world.” —Robert Hanson, President, Global Levi’s® Brand, Levis Strauss & Co.
“Pearson makes the clearest statement yet about the new world of marketing, as he makes the difficult and complex concepts of brands and reinvention understandable to everyone.” —Bob Jeffrey, CEO, JWT
“When it comes to global brands, Pearson has no peers. His understanding of how companies and enterprises that breakaway from their competitors and reinvent their businesses will inherit the next era of global commerce is revolutionary.” —Michel Recalt, Director of Marketing and Brand Strategy, LVMH Moet Hennessy Louis Vuitton
“The Old Rules of Marketing are Dead presents a new reality: marketing must be reinvented if it is to remain relevant by placing a premium on business acumen, strategy and communications.” —MaryLee Sachs, Chairman U.S., Hill & Knowlton
“Pearson has distilled 27 years of business experience into a book that shows the old ways of marketing have been replaced by new more up-to-date approaches and concepts to reinvent businesses and brands—and drive profitable sales.” —Stephen G. Butler, retired Chairman / CEO, KPMG International / KPMG LLP
“Tim Pearson’s name is synonymous with strategy, value-proposition development, and marketing. From now on, it will be synonymous with reinvention and the new ‘do or die’ rules of business.” —Mark A. Emkes, retired Chairman, CEO and President, Bridgestone Americas
“Every leader and company director must learn the fundamental rules and principles of reinvention that will bring marketing into the 21st century. Reinvention must be the byword for this post-Great Recession era and the changes it requires that will make companies and businesses of all sizes great.” —R. David Hoover, Chairman, President and CEO, Ball Corporation
About the Book:
Revolutionary new technologies developed over the past decade have completely changed the way humans communicate and transact business. Not exactly late-breaking news for most people of the world . . . except for those who are supposed to be marketing to them. While consumers, customers, and marketplaces have adapted to these new realities, most marketers have not.
Renowned marketing expert Tim Pearson explains why you need to sever your ties to the comfortable old ways of marketing—and bring your company’s marketing into the twenty-first century.
Too many marketers still operate as if strategy necessarily depends upon predetermined budgets; advertising is the catch-all to every problem; and marketing results can’t be measured. It all adds up to the age-old belief that marketing is an art, not a science—which couldn’t be further from the truth.
The Old Rules of Marketing Are Dead is a road map for breaking out of old, established—and increasingly ineffective—routines and reinventing your organization’s marketing by:
Positioning marketing as a business partner—not as a tool for meeting a strategic objective
Holding marketing accountable for results with the application of hard data— not vague qualitative measurements
Providing leadership within your organization—not following the direction of everyone else
From research frameworks and concept development to planning, budgeting, media placement, and program implementation, marketers have not kept up—to the detriment of themselves and their companies. Completely revamping old-school marketing is the only way to drive profitable sales, create growing brands, and increase market share in today’s post–Great Recession business landscape.
Pearson calls for nothing short of a marketing revolution. You must throw out almost everything you hold dear and embrace technology, a new role in business, and real accountability. The Old Rules of Marketing Are Dead has what you need to reinvent your products, your services—and your future.
Table of contents
Chapter 1: The Art of Reinvention & It's Six Principles; Chapter 2: The Essence of You; Chapter 3: The Consumer (or customer) Knows Best; Chapter 4: Your Reputation Precedes You; Chapter 5: Sleep Soundly, Work Fearfully; Chapter 6: Neatness is Next to Godliness; Chapter 7: The Whole is Larger Than Its Parts; Chapter 8: Mind Your P's and Q's; Chapter 9: Do as I do, Not as I say; Chapter 10: Strategy is the Heart, But Measurement is the Lifeblood; Chapter 11: Frameworks, Frameworkds, Frameworks; Chapter 12: Communicate, Then Communicate Some More; Chapter 13: It's More Than Just Channel Surfing; Chapter 14: It's All About the Relationship; Chapter 15: You Don't Have to Go It Alone; Chapter 16: It's Not About You, It's Really About Me; Chapter 17: The Long Arm of the Law; Chapter 18: The Great Debate; Centered or Localized; Chapter 19: Technology is Only the Enabler; Chapter 20: Leadership Isn't a Noun, It's a Verb
Timothy R. Pearson was president and CEO of Zyman Group, a leading international management consulting firm serving the Global 1,000. He has also served as Vice Chair, Global Managing Partner, Marketing and Communications (and first Chief Marketing Officer) for KPMG, the global Big 4 accounting, tax, and consulting firm; and has been president of several advertising agencies. He has served on the Advisory Board of the Nobel Peace Center, Oslo, Norway, and on the Harvard Business School’s Dean’s Research Society. Pearson has received numerous honors in the marketing arena, including but not limited to Advertising Age’s Best, The Wall Street Journal’s Best, and multiple Belding, Cable, Clio, Echo, Golden Phone, Lulu, Proto, PRSA, and Sunny awards.