Run with Foxes : Make Better Marketing Decisions / Paul Dervan.

Format:

Book

Author/Creator:

Dervan, Paul, author.

Language:

English

Subjects (All):

Success in business--Psychological aspects.

Success in business.

Physical Description:

1 online resource (106 pages)

Place of Publication:

Petersfield : Harriman House, 2020.

Summary:

Paul Dervan has spent 20 years in marketing, working for high-profile brands, creating new ones and helping to rescue those that have got in trouble. He was also given the unique opportunity to build a marketing lab where he undertook hundreds of experiments to see what really worked - and what didn't. He's been up close with some of the world's finest marketers, and seen both successes and failures - sometimes on a colossal scale.Run With Foxes is a blistering, must-read collection of real-life stories from this fascinating world, revealing the messy reality of decision-making in marketing and the secrets of making better decisions. The fact is, most marketing lessons that get shared come from successful campaigns; marketers are too afraid to be honest about mistakes. But everyone makes mistakes in marketing: and there are hugely valuable and unique lessons to be learned from taking a closer look at failures big and small.Breaking open marketing triumphs and disasters with brutal honesty, as well as sharing exclusive first-hand interviews with some of the world's most respected marketers, this is the ultimate insider's guide to being a better marketer.

Contents:

Intro

Contents

About the Author

Preface

1

I didn't wear a seat belt

2

We are hedgehogs

3

A hedgehog that believes in being a fox

4

The first thing I'd do

5

Differentiate, or die trying

6

Serial killer

7

"Only a desperate, insecure idiot would buy a Vespa these days." (I own two)

8

I'm breaking up with Tesco

9

Loyal. Just not faithful

10

I'm just not going to buy six large coffees a day

11

Good enough

12

Firstly, Paul, that's not even legal

13

When we needed less efficiency

14

Thieves

15

The surest way to lose your budget

16

Brand marketers have a brand problem

17

So brand campaigns sell. Who knew, eh?

18

We need to eat today

19

A rather unfortunate truth

20

What we carry in our heads

21

What is brand salience, anyway?

22

Not just the pipes

23

My narrative fallacy

24

Perhaps we do buy from clowns

25

Spectacularly untargeted

26

I wish my son had cancer

27

Swing for the fences occasionally

28

There was fear in the room

29

So we made a TV ad in Japanese, for Ireland

30

We need to talk about monkeys

31

Paul, you know that's not a test, right?

32

Must we grab their attention?

33

Sciency marketing

34

Teenagers don't talk on the phone. They text. Right?

35

My hunch was wrong. Damn

36

No wins this quarter. Again

37

Bake failure into the process

38

All generalisations are false. Including this one

39

The first draft of anything is shit

40

Seek out people who don't like your work

41

They are not rules

42

The memory-making business

43

I've killed a hell of a lot of people to get to this point

Publishing details.

Notes:

Description based on print version record.

ISBN:

9780857197733

0857197738