Grant Leboff - Myths of Marketing

If you want to succeed today you must understand marketing. Yet a depressing number of people with Marketing in their titles dont. Read this book and you will acquire the knowledge you need to outfox your competitors.

Drayton Bird, globally renowned marketer, and Founder, AskDrayton.com

Caution: this book will annoy others, as youll keep shouting out YES! every few pages. A must-read for everyone who spends even five per cent of their time thinking about marketing.

Jay Baer, Founder, Convince & Convert, and co-author, Talk Triggers

Grant Leboffs new book is a business survival tool. Marketing is evolving at light speed. Decision makers need worthwhile sources to be able to adapt. Leboff is definitely a worthwhile source.

Zev Siegl, Co-founder, Starbucks Coffee Company

If Grant Leboffs seminars could be improved, then this book does that. Bit by bit it dispels dated marketing myths, replacing them with actionable ideas and advice, fascinating examples and sound rationale. In todays world we are all part of the marketing department and this book should be viewed as a must-read by marketers and non-marketers alike.

Jeremy Rees, CEO, ExCeL London

Grant Leboff is a masterful communicator, and his work in Myths of Marketing is no exception. No matter your level of experience, this will be an invaluable reference work on the sales and marketing shelf.

Pete Crosby, Chief Revenue Officer, Ometria

There is nothing certain in these uncertain times, apart from Grant Leboffs ability to cut through the hype and give us tangible ideas and approaches we can take back to our own businesses this book is a must-read for any busy businessperson. Each chapter stands on its own; a great reference book to challenge established thinking and give confidence to try new things. Grant has again done it again hes done the hard thinking and myth-busted topics into common-sense approaches.

Chris Skeith, Chief Executive, Association of Event Organisers

A must-read, Marketing Myth buster! Grant Leboff has a brilliant way of blending practical ideas with a thoroughly enjoyable and well-researched narrative.

Duncan Cheatle, CEO, Learn Amp, and Founder, The Supper Club

Turns your view of marketing and what makes businesses successful today on its head. Thought provoking, a must-read for any marketing and business leader.

Paula Warmer, EMEA Communications Director, SAP

A must-read for marketers and business leaders alike. These 26 myths make you better understand the concept of marketing and how it has evolved with the changing world.

Geoff Lawrence, Managing Director, Vistage International (UK) Ltd

Weve all heard of things being old school or new school. But in Myths of Marketing , business wizard Grant Leboff reveals marketplace fundamentals that are THE School.

Jim Blasingame, Host, The Small Business Advocate Show , and author, The Age of the Customer and The 3rd Ingredient

From a historical perspective we can trace where we are today back to the fall of the Berlin Wall. It was after this that Eastern European markets began opening up to trade [].

High-tech innovation then made this even more of a reality. Digital technology enabled an increasing number of entrepreneurs to start enterprises with merely a computer and a mobile phone. With such a low barrier to market there were more companies competing for business than ever before []. Meanwhile, technological innovation resulted in consumers going online and purchasing products from all over the world, in the comfort of their own homes.

These developments, together with the invention of the World Wide Web, the subsequent creation of social platforms and the ubiquitous adoption of smart phones, have led us to where we are today.

We have now reached a point where, for the first time in history, organizations, businesses and individuals have their own media channels. Today, there is more information, communication and content competing for our attention than ever.

This means that we are living in a world with tremendous opportunities. Never before has it been so easy to start a business or to access knowledge and ideas from around the world. Not at any time in history have individuals, organizations or businesses had the ability to communicate on such a large scale with tools that are readily available to all.

On the other hand, there has never been more competition for customers share of wallet and share of mind. Consumers have nearly infinite choice about where to spend their money, as businesses compete for our attention.

As a result, marketing is a discipline that is being practised by more people than ever. Quite apart from the many dedicated marketing professionals who are working across the globe, business leaders, c-suite executives, business owners and individuals are all trying to get the most out of the media channels at their disposal, and for that, an understanding of marketing is a prerequisite for success.

This requirement for a burgeoning number of individuals to participate in marketing activities means that it is becoming a little like sports management, whereby every armchair supporter has an opinion, which they believe is equally as valid as professionals who have spent years working in the game.

As well as this, the specialisms that have developed due to digital technology, such as the building of websites, organic search engine optimization (SEO), pay per click (PPC) and social media advertising have also led more people to generically call themselves marketing experts, when in reality, they have proficiency in the execution of a particular marketing tactic.

All this has culminated in the dissemination of many myths, fictions and untruths about marketing that are now taken as valid when, in fact, they are nothing of the sort. In this climate, what we need are genuine answers to questions such as:

• How has digital technology really impacted the nature of communications?

• What is the real difference between sales and marketing?

• Why is word of mouth not just happenchance but a bona fide marketing channel?

Myths of Marketing is written to cut through the misinformation and provide reasoned and researched answers to some of todays most important questions.

From understanding that marketing is not contained in a single department, to recognizing how different price perceptions can affect your value proposition and understanding the importance of market positioning, Myths of Marketing will arm you with the insights you need in order to be effective.

If you are ready to banish the misconceptions and become a great marketer, then Myths of Marketing might just be the book for you.

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Before the proliferation of digital technology, the overwhelming majority of the information we obtained came from traditional media companies. We received the news from broadcasters on radio and television or in magazines and newspapers. We read books and trade magazines from publishers, listened to music from record companies and watched TV programmes and films, produced and distributed by studios. It was these entities that had the sole means of distribution and could reach a wider audience.

A number of developments then changed this paradigm. By 1989, some of the largest commercial email services in the world such as MCI Mail, Ontyme, Telemail and CompuServe had connected their respective email systems to the internet, thus connecting them with each other for the first time, and marking the start of commercial Internet services in the United States [].