Publisher's Synopsis
This is a "how to" book: how to recognize a marketing trap when you are in one, and how to escape. Most marketing professionals are caught in one (and usually more) traps that keep marketplace initiatives from being as effective as they could be. These traps also tend to make the marketing process more difficult than it needs to be. They raise the cost and frustration level of marketing. They commoditize brands and cripple margins. Get out of these traps, and everything changes. The marketplace makes sense the way it never did before. Buyers who seem to have become so demanding and unpredictable are actually revealed as actually very predictable and, once satisfied on their terms, ready and willing to buy more of what you offer. Escape from your marketing traps and you'll find it much easier to sell top management on consistently doing the right thing. Your efforts will get better results faster, enhancing your reputation as a get-it-done marketer who understands how to generate dynamic business growth ... and how to sustain it. Once you've learned how to recognize and escape these traps, you will give your brand a decided competitive edge in the marketplace. Escape from your marketing traps, one trap at a time ... and start making the kind of high-impact marketing moves that will make you indispensible.
