 Sweet Spot: How to Maximize Marketing for Business Growth
ISBN: 978-0-470-05143-6
Hardcover
238 pages
December 2006
US $27.95
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PART ONE: Marketing needs to change. To get a sense of marketing the way it should be, you need to understand how companies get into the sweet spots of the business world.
Chapter 1. Marketing, Sweet Marketing.
Chapter 2. Sweet Spotting.
Chapter 3. The Qualifying Rounds.
Chapter 4. Growing around in Circles.
PART TWO: How do you get into a sweet spot? You develop the right skills, marketing skills. You have to mine minds, demarcate demand, turn you logo into an icon, mobilize champions-in-chief, and employ advocates-not workers.
Chapter 5. Mining Minds.
Chapter 6. Demarcating Demand.
Chapter 7. From Logo to Icon.
Chapter 8. Champions-in-Chief.
Chapter 9. Employ Advocates, Not Workers.
Chapter 10. The Stuff That Marketing Is Made of.
Notes.
Bibliography.
Index.
