افسانه های بازاریابی: از بین بردن تصورات غلط و تبدیل شدن به یک بازاریاب عالی در سال ۲۰۲۰
Myths of Marketing: Banish the Misconceptions and Become a Great Marketer 2020

1. Cover

2. Praise for Myths of Marketing

3. Myths of Marketing

4. Contents

5. Preface

6. Myth 1 Marketing communications haven’t fundamentally changed

7. Myth 2 Marketing is just communications

8. Myth 3 Sales and marketing are basically the same

9. Myth 4 I don’t need marketing – my company is too small and business comes from word of mouth

10. Myth 5 I don’t need a marketing plan

11. Myth 6 Marketing is solely the responsibility of the marketing department

12. Myth 7 Ultimately, people buy on price

13. Myth 8 Pricing is a matter of charging the highest amount possible

14. Myth 9 The purpose of a brand is to build awareness

15. Myth 10 Every business is a brand

16. Myth 11 Business-to-business purchases are purely based on logic

17. Myth 12 Business-to-business and business-to-consumer marketing are completely different

18. Myth 13 Effective marcom means running a series of great campaigns

19. Myth 14 A successful business requires a compelling USP

20. Myth 15 Market positioning is all about the product or service on offer

21. Myth 16 Visuals are the most important aspect of any marketing communications

22. Myth 17 Our offering must attract the largest audience possible

23. Myth 18 Demography is the best way to segment your market

24. Myth 19 The focus of marketing communications should be a company’s products or services

25. Myth 20 We are operating in a service economy

26. Myth 21 The customer buying journey is no longer a linear process

27. Myth 22 I instinctively understand my customer

28. Myth 23 Marketing can still rely on the traditional purchase funnel

29. Myth 24 Creating content takes too much time and money

30. Myth 25 Social media is nothing more than some alternative channels to market

31. Myth 26 Every business requires a ‘higher purpose’

32. Index

33. Copyright