The Marketing Manifesto

Enhanced descriptions from Syndetics:

Marketing is key to the health and wealth of organizations and a vital component in business strategy. Despite the fact that it produces three times more value than any other facet of a business, and continual major improvements in its evolution as a profession, marketing and marketers are often undervalued as part of the business and under-exploited as a force for profit. It is time marketing - and the Marketer - became critical.

The Marketing Manifesto tackles and exposes the problems that stand in the way of many marketers that realize marketing's prime objective and role - to improve and sustain revenue whilst improving the lives of the customer. Outlining unique steps to create and deliver a successful marketing strategy in any organization and to improve your own a personal impact as a marketer - The Marketing Manifesto is an innovative and highly practical title that crystallizes how professional marketers can create a goal-oriented personal and company strategy, and achieve the competitive advantage through correct marketing practice.

Table of contents provided by Syndetics

• Foreword (p. xiii)
• Acknowledgements (p. xvii)
• Introduction (p. 1)
• Indeed, it should additionally be an agent for YOU (p. 1)
• Reality does not have to be complex (p. 4)
• 01 The future of marketing (p. 7)
• Main principle (p. 7)
• Underpinning contradiction and beliefs to confront (p. 7)
• Testing assumptions (p. 8)
• Core conflict (p. 10)
• Reflection and action (p. 13)
• Take brave steps (p. 13)
• 02 What the hell is a marketer? (p. 15)
• Main principle (p. 15)
• Underpinning contradiction and beliefs to confront (p. 16)
• Testing assumptions (p. 18)
• Core conflict (p. 20)
• Reflection and action (p. 23)
• Take brave steps (p. 24)
• 03 Marketing Futurecast® (p. 25)
• Main principle (p. 25)
• Underpinning contradiction and beliefs to confront (p. 26)
• Testing assumptions (p. 28)
• Core conflict (p. 30)
• Take brave steps (p. 33)
• 04 Marketing recruitment and resourcing (p. 35)
• Main principle (p. 35)
• Underpinning contradiction and beliefs to confront (p. 35)
• Testing assumptions (p. 37)
• Core conflict (p. 39)
• Reflection and action (p. 41)
• Take brave steps (p. 41)
• 05 Marketing, finance and accountants unite! (p. 43)
• Main principle (p. 43)
• Underpinning contradiction and beliefs to confront (p. 44)
• Testing assumptions (p. 47)
• Core conflict (p. 50)
• Reflection and action (p. 53)
• Take brave steps (p. 56)
• 06 Are we really customer or market centric? (p. 59)
• Main principle (p. 59)
• Underpinning contradiction and beliefs to confront (p. 59)
• Testing assumptions (p. 61)
• Core conflict (p. 63)
• Reflection and action (p. 66)
• Take brave steps (p. 66)
• 07 Marketing misanthropy (p. 69)
• Main principle (p. 69)
• Underpinning contradiction and beliefs to confront (p. 70)
• Testing assumptions (p. 72)
• Core conflict (p. 75)
• Reflection and action (p. 76)
• Take brave steps (p. 76)
• 08 The problem with marketing... is the repugnant word! (p. 77)
• Main principle (p. 77)
• Underpinning contradiction and beliefs to confront (p. 78)
• Testing assumptions (p. 80)
• Core conflict (p. 82)
• Reflection and action (p. 85)
• Take brave steps (p. 85)
• 09 The marketing and sales standards (p. 87)
• Main principle (p. 87)
• Underpinning contradiction and beliefs to confront (p. 88)
• Testing assumptions (p. 89)
• Core conflict (p. 91)
• Reflection and action (p. 95)
• Take brave steps (p. 95)
• 10 Re-humanization: humanity strikes back! (p. 97)
• Main principle (p. 97)
• Underpinning contradiction and beliefs to confront (p. 97)
• Testing assumptions (p. 98)
• Core conflict (p. 101)
• Reflection and action (p. 103)
• Take brave steps (p. 104)
• 11 Digital fortress: permission-based marketing (p. 107)
• Main principle (p. 107)
• Underpinning contradiction and beliefs to confront (p. 108)
• Testing assumptions (p. 111)
• Core conflict (p. 112)
• Reflection and action (p. 115)
• Take brave steps (p. 117)
• 12 Preparing, predicting and performing campaigns (p. 119)
• Main principle (p. 119)
• Underpinning contradiction and beliefs to confront (p. 122)
• Testing assumptions (p. 123)
• Core conflict (p. 126)
• Reflection and action (p. 129)
• Take brave steps (p. 130)
• 13 Integrating marketing into an invigorated corporate governance (p. 133)
• Main principle (p. 133)
• Underpinning contradiction and beliefs to confront (p. 134)
• Testing assumptions (p. 137)
• Core conflict (p. 139)
• Reflection and action (p. 144)
• Take brave steps (p. 144)
• 14 Corporate mergers, acquisitions and turnarounds (CMAT): where the hell is marketing? (p. 147)
• Main principle (p. 147)
• Underpinning contradiction and beliefs to confront (p. 148)
• Testing assumptions (p. 150)
• Core conflict (p. 153)
• Reflections and action (p. 155)
• Take brave steps (p. 156)
• 15 Marketing leadership: it is time to step up to the mark (p. 159)
• Main principle (p. 159)
• Underpinning contradiction and beliefs to confront (p. 160)
• Testing assumptions (p. 162)
• Core conflict (p. 164)
• Reflection and action (p. 167)
• Final thoughts (p. 169)
• Action: where do we go from here? (p. 173)
• Appendices (p. 175)
• Global Marketing Network (p. 177)
• Book partner-sponsor (p. 179)
• Partners and resources (p. 181)
• Corporate conversations with David Hood (p. 183)
• Working with core conflicts (p. 184)
• Worksheets (p. 187)
• Index (p. 191)