Para ser um génio do Marketing

by Jeffrey J. Fox, Margarida Roberts (Translator)

The idea of marketing is simple. The doing of marketing is hard. It is the marketer's job to generate revenue, to ring the cash register. Recent studies show that at least 90% of ads are not read or are unintelligible. Money is squandered because of weak messages, cluttered images and poor creative strategy. In addition, selling is one of the least efficient and effective parts of the marketing mix - 95% of all salespeople never ask for the order. If you want to find out how to get and keep customers and make that cash register ring, How to Become a Marketing Superstar is the book for you.

Genres: Business, Nonfiction, Self Help

125 pages, Paperback

First published January 1, 1900

Reviews

[Kumar Anshul · Rating 3 out of 5]

Jeffrey Fox is a bestselling author and hence when I noticed this book in the bookshop, I decided to pick it up without giving a second thought or reading any reviews. This is a short book, with clear cut advises in bullet-points to avoid some common mistakes, to push one's limit in marketing as a "Marketing Superstar" and thus "make the cash register ring"

Though what this book lacks are case studies that could have accompanied the advices that the author puts forward for a sound and profitable marketing effort. For a novice (having less experience in marketing), the lack of case studies makes it difficult to understand some of the concepts and correlate it with real business scenario. Though, it has a few "Marketing Superstar Challenges" where a complex business issue relevant to marketing is asked and you are expecting to find a solution. An honest effort by the author but after finishing the book, you might feel that the book is written in a hurry and the author could have much more detailed and insightful.

Buy a copy from Amazon here- http://amzn.to/2eiMjKF

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[Dmitry · Rating 2 out of 5]

(The English review is placed beneath the Russian one)

Касаемо этой книги будущему читателю важно знать, что она, по своему стилю, ничем не отличается от всех других книг этого автора. А те читатели, кто, как и я, прочитали несколько книг Фокса, прекрасно знают, что у автора особый стиль, в котором главным/определяющим является краткость. Плюс, здесь используется всё тот же поверхностный подход автора, который присутствует и во всех остальных его книгах, т.е. каждой теме автор уделяет минимум внимания/текста.

Так как книга была написана до эпохи социальных сетей (Facebook и пр.), то напрямую автора нельзя обвинить в том, что он просто собрал свои многочисленные посты из Facebook и издал их в виде книги. Однако чтобы читатель имел представление о книге «Как стать суперзвездой маркетинга», стоит сказать, что именно на сборник постов из Facebook она и похожа, т.е. вся книга представляется в виде сборника советов, которые автор даёт читателю касаемо всего того, что связанно с маркетингом. «Краткость сестра таланта», - может заметить кто-то. И да, и нет. Автор всё же очень коротко описывает порой крайне важные темы. Плюс, за этой краткостью скрывается излишняя упрощённость, что идёт также в минус книге.

Я думаю, эта книга может быть интересна только владельцам малого бизнеса. Да и то, только в том случаи, если владельцы малого бизнеса ровным счётом ничего не знают о маркетинге, о классическом маркетинге. Однако я думаю, что в сегодняшнем мире всё больше и больше людей становятся знакомы с маркетингом, ассоциируемым с такими именами как Котлер, Траут, Райс, Портер, Герман Саймон, Дэвид Аакер и другими. Т.е. смесь академического маркетинга и практического. Посему, такие книги как книга Фокса «Как стать суперзвездой маркетинга» будут становиться всё менее и менее актуальными.

Да, со многим из того, что Фокс пишет, я согласен. Однако маркетинг всё же более сложное и обширное явление, чтобы можно было его понять, прочитав только вот такую малюсенькую книгу. Плюс, в некоторых местах, предложения автора, являются довольно спорными. В любом случаи, такая книга может быть использована только как напоминание каких-то очень простых концепций маркетинга. Возможно также, что книгу можно использовать в качестве введения в маркетинг или в качестве первого знакомства с этой дисциплиной, за которой последуют другие, более серьёзные и всеохватывающие книги.

As for this book, future readers need to know that it is, in its style, no different from any other book by this author. And those readers who, like me, have read several of Fox's books know very well that the author has a particular style in which brevity is the main/defining factor. Plus, this uses the same superficial approach of the author that is found in all of his other books, i.e., the author devotes a minimum of attention/text to each topic.

Since the book was written before the era of social media (Facebook, etc.), the author cannot be directly accused of just collecting his many posts from Facebook and publishing them as a book. However, to give the reader an idea of the book "How to Become a Marketing Superstar," it is worth saying that it looks exactly like a collection of Facebook posts, i.e. the whole book is presented as a collection of tips that the author gives the reader about everything that has to do with marketing. "Brevity is the sister of talent," some might observe. Yes and no. The author describes very briefly sometimes extremely important topics. Plus, this brevity does conceal an oversimplification, which is also a disadvantage in the book.

I think this book may be of interest only to owners of small businesses. And that is only if small business owners know absolutely nothing about marketing, classical marketing. However, I think in today's world more and more people are becoming familiar with marketing associated with names like Philip Kotler, Jack Trout, Al Ries, Michael Porter, Hermann Simon, David A. Aaker, and others. That is, a mixture of academic marketing and practical marketing. Therefore, books like Fox's "How to Become a Marketing Superstar" will become less and less relevant.

Yes, I agree with much of what Fox writes. However, marketing is still a more complex and vast phenomenon, so you cannot understand it just by reading such a tiny book. Plus, in some places, the author's suggestions are quite controversial. In any case, such a book can only be used as a reminder of some very simple marketing concepts. It is also possible that the book could be used as an introduction to marketing or as a first glimpse into the discipline, to be followed by other, more serious, and comprehensive books.

[Margot Note]

"Good competitors don't compete on price. They compete on product quality, product innovation, service differentiation, advertising creativity, salesmanship, technical service, store location, merchandising skill, and employee attitudes. Good competitors strive to provide value and believe in pricing to value. Good competitors sell products that vary in value and price, but they do not senselessly cut price" (34).

"Always communicate the consequences to the customer of going without your product. The fear of loss is a much stronger buying motive than the potential to save" (37).

"Do not make it harder than it already is for your customers to do business with you. Remove all barriers to buy, big and little. Eliminate any policy that makes things convenient for the seller but can be a hassle for the customer" (79).

[Olga Vanchikova · Rating 2 out of 5]

Да не надо УТП в ДТП, пожалуйста=)
Услышала максимум 3 поинта за 4 часа чтения и стало жаль этого времени.
Из плюсов:
Для рефреша всего известного и что уже заархивировано в голове - подойдёт, но это для успокоения себя. Некоторые истории можно добавить в копилку, если вам не хватает из опыта.

[Ivy Fan · Rating 4 out of 5]

This book acts as a motivator for my current online business. It teaches basic marketing rules for small business.

[Carly Antonucci · Rating 3 out of 5]

Read the book for work and it has some good tips as far as approach to winning new business. Most impactful note was, “technology doesn’t sell, marketing sells”

[Seemy · Rating 4 out of 5]

This was a great book on marketing, with sound examples and theory behind his advice, like Dan Kennedy ( i love his marketing books.../ all his work actually) but yeah back to this book! ... Jeffrey gives sound outside and more foundational principles behind not just a successful business, but also a long term business that prospers through the times with EFFECTIVE marketing..which talking from experience with my online marketing - is the difference between success or failure in business regardless what industry your in

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[bahamoet · Rating 5 out of 5]

I read the copy for Indonesian, published by DARASbooks, with the title "Strategenius"

It's a book about marketing strategy from a master of marketing. Fox tells us with this book his ways and tips how to operate a marketing in a company, whether it's a product or service company.

After read strategenius you might realized that there are so many misunderstanding and mistakes recent companies have done. That mistakes of course cutting budget, sometimes even make financial loss. Many companies bankrupt or collapse because of this.

Strategenius show us this mistakes, the reasons, and how to fix it. There are also tips to make greater profit from our companies. The method also contain case study to sharpen our business mind. Makes us Marketing Superstar.

[Tee Ee Ngiam · Rating 5 out of 5]

Great read, easy to understand, perfect for people in sales industry, because the writing is similar to Kevin O' Leary's style of doing business.

Your job as a marketer, as he said it, is getting and keeping customers everyday. Anything else should be outsource to somebody to let them do it. Also, one important point is that choose your niches wisely, and always fight to increase your market share everyday, anything else is secondary. Hope it helps!

[Becky · Rating 2 out of 5]

This book was extremely basic. I think it would be a homerun for a small businessperson looking to improve their image locally or regionally, but has little use for a corporate marketer. A good deal of the book is spent on common sense things like having your product name related to what you do and don't waste money on a billboard with your phone number.

[Lauren · Rating 5 out of 5]

Phenomal marketing book about understanding the customer, building the pipeline and having enough "striking fists" in the air to close business opportunities. Very easy to read -- the chapters are short and to the point. Many of the ideas stay with you long after the book is finished.

[Thanh Do · Rating 3 out of 5]

there are basic things and rules for those who wish to become a 'marketing superstars'. j j fox pointed out essential principles and rules as i expected. however, if you are looking for something extraordinary or beyond the basics, this might not satisfy you.

[Karleton Helfer · Rating 3 out of 5]

This recommendation is based on having read dozens of books in this genre and taking thorough notes.

This is a basic classic easy read.

[Anthony Tenaglier · Rating 4 out of 5]

A good quick read. As it states, learning marketing is easy, but executing it, is the hard part!

[Amy · Rating 4 out of 5]

Good book for anyone who is involved in sales