Manufacturing Demand

by David R. Lewis

Historically, the discipline of marketing has been heavily skewed toward a subjective art at the expense of a measurable science. But the days of hunches, intuitions, and incomplete or misleading perspectives are rapidly disappearing. Today, savvy marketers and forward-looking organizations are embracing innovative new models driven by cutting-edge technology and analytics to align sales and marketing, pinpoint (and respond to) customer needs, and achieve breakthrough revenue gains. In Manufacturing Demand, marketing guru David Lewis, CEO of DemandGen International, reveals the transformations taking place in marketing today, including the rise of the marketing geek and the emergence of the so-called fifth and sixth P s of Process and Programming. You ll learn about the key practices and principles of creating your demand-generation factory : buyer personas, the demand funnel, lead scoring, lead nurturing, and analytics. Plus, Manufacturing Demand presents plenty of actionable tips and recommendations as well as real- world case studies that showcase how leading companies are achieving tremendous results applying these principles of successful lead management. If you re ready to move into of the next generation of marketing, get ready to start Manufacturing Demand.

150 pages, Hardcover

First published November 1, 2012

About the author

David Lewis is a retired, decorated Lieutenant-Commander of the Royal Canadian Navy. Having retired just before COVID came to visit, he was forced to stay home with limited options for personal productivity. Perhaps it was time for him to paint and to write. David writes about his life and many years of military service in both the US and Canada, Europe and Afghanistan. He also includes how flashbacks of childhood abuse at the hands of parish priests have influenced and infected his life and service. David is a recipient of the Meritorious Service Medal, the General Campaign Star – South-West Asia, the Commander Canadian Army Commendation, and other decorations. He has been married to Sherrie, his wife of over 40 years. They have five children and one granddaughter.

(Also, I have not authored over 200 books. Goodreads just attaches every 'David Lewis' authored book and I can't undo it)

Reviews

[Bradford Goodwin · Rating 1 out of 5]

If the title reminds you of Noam Chomsky's classic "Manufacturing Consent," then you'll grasp how skeptical I was of this book's premises before I began reading it. Lo and behold, I was right. This book may be a milestone in the now-rampant practice of marketing automation, but that doesn't make it any good. Not one sentence in this book demands to be read. I will trust my prejudices next time and opt for a book written in a language that nurtures the soul rather than dully bludgeoning it with words bent on selling, not telling.