John Stanton - Success Leaves Clues: Practical Tools for Effective Sales and Marketing (Taking Control Series) (Taking Control Series)
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Success Leaves Clues: Practical Tools for Effective Sales and Marketing (Taking Control Series) (Taking Control Series)
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Systematic steps for assessing a product, defining its marketplace, sizing up competition and structuring a campaign.
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Success Leaves Clues : Practical Tools for Effective Sales and Marketing
author
:
Stanton, John.; George, Richard.
publisher
:
Silver Lake Publishing
isbn10 | asin
:
1563431610
print isbn13
:
9781563431616
ebook isbn13
:
9780585101057
language
:
English
subject
Success in business, Marketing.
publication date
:
1999
lcc
:
HF5415.13.S845 1999eb
ddc
:
658
subject
:
Success in business, Marketing.
Success Leaves Clues
Practical Tools for Effective Sales and Marketing
Revised Edition
John Stanton Richard George
SILVER LAKE PUBLISHING LOS ANGELES, CALIFORNIA
Success Leaves Clues An Entrepreneurial Guide to Building Brand Recognition and Effective Marketing Strategies Second edition, 1999 Copyright 1999 by John Stanton and Richard George
Silver Lake Publishing 2025 Hyperion Avenue Los Angeles, CA 90027
Success Leaves Clues is the latest title in Silver Lake Publishing's "Taking Control" series for business owners. For a list of other publications or for more information from Silver Lake Publishing, please call (888) 663-3091
All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transcribed in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without the prior written permission of Silver Lake Publishing.
Library of Congress Catalog Number: pending
Stanton, John and Richard George Success Leaves Clues An Entrepreneurial Guide to Building Brand Recognition and Effective Marketing Strategies Includes index Pages: 356
ISBN: 1-56343-161-0 Printed in the United States of America.
Page i
To our parents John and Emma Stanton Joseph and Margaret George
Page iii
Table of Contents
About the Authors
v
Preface
vii
Rules
ix
Chapter 1: Why Another Book on Marketing Strategy?
1
Chapter 2: Do You Really Know What Marketing Is?
11
Chapter 3: The Genesis of Marketing Strategy
31
Chapter 4: Strategy Is How You Use a Competitive Advantage
41
Chapter 5: Strategic Philosophies and Rules
53
Chapter 6: Rule 1Be a Leader
65
Chapter 7: Rule 2Know What Is Under Your Umbrella
83
Chapter 8: Rule 3Get and Stay Close to the Customer
99
Chapter 9: Rule 4Know Your Playing Field Rule 5Know Your Real Rivals Rule 6Use the Element of Surprise
115
Chapter 10: Rule 7Focus, Focus, Focus
137
Chapter 11: Rule 8Concentrate Your Resources
151
Chapter 12: Rule 9Be Mobile Rule 10Advance and Secure
169
Page iv
Chapter 13: Offensive Strategies, Part One
187
Chapter 14: Offensive Strategies, Part TwoBroadening
201
Chapter 15: Offensive Strategies, Part ThreeHit Them Where They're Not
211
Chapter 16: Defensive Strategies, Part OneConcede Nothing!
229
Chapter 17: Defensive Strategies, Part Two
245
Chapter 18: Avoidance Strategies, Part One
261
Chapter 19: Avoidance Strategies, Part Two . Niche Strategies
277
Chapter 20: If Not Our Rules, What Rules?
291
Endnotes
297
Worksheets
313
Index
349
Page v
About the Authors
John L. Stanton, Ph.D.
John Stanton is a consultant, author, practitioner and teacher of marketing research. He is currently professor of marketing at Saint Joseph's University in Philadelphia. As a consultant, Dr. Stanton includes among his many clients Campbell Soup Co., Frito-Lay, Kellogg, Miles Laboratories, PepsiCo and Procter & Gamble. Dr. Stanton is the editor of the Journal of Food Products Marketing.
A graduate of Syracuse University (B.S. and Ph.D.), he has taught at Temple University, Philadelphia; University of Dar es Salaam, Tanzania; Federal University of Rio de Janeiro, Brazil; and Syracuse University, New York. A prolific author, Dr. Stanton has written articles on data analysis techniques, advertising research, brand preference, segmentation and positioning research, which have appeared in the
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