SMART MARKETING

Whether you're a marketing director in a Fortune 500 company or a small business owner, the bottom line is you are in charge of selling and growing your business. The problem is priorities - there seem to be so many that it is difficult to know what they are anymore, and even when they are known, there are many other distractions to keep a marketer from focusing on and finishing what's important.Those priorities also seem to change all the time. Marketing as a concept has an inherent problem in that it tends to constantly reinvent itself, sometimes unwantedly. One day the trend is mass-market advertising, the next its search engine optimization, then social media, or content marketing. Who knows what tomorrow will bring? These gimmicks tend to distract marketers from what they are supposed to do: communicate value to their customers and help their companies grow their business and their revenue. For nearly 14 years the author has worked in both blue-chip marketing organizations and his own business and has come to the following conclusion when it comes to success in marketing: get the basics right and success will follow suit.This book appeals to small business owners and independent professionals. A secondary audience exists for business leaders, marketers and salespeople. It is a 'how to' guide to help readers cut through the hype and get straight to what really matters to this audience - growing their business and revenue. The ideas are brought to life in a framework called the Seven Principles of Smart Marketing, which form the structure of the whole book. Readers will find it easy to follow as it is a step-by-step process, packed with practical ideas that can be implemented instantly in any organization with little marketing or sales knowledge. Practical exercises at the end of each chapter along with case studies showcase the theory in practice in a way that can bring a business's marketing to life and revitalize a reader's growth efforts.