Publisher's Synopsis
Hello Mr & Mrs CEO. How lonely are you? Do you sometimes feel isolated, wondering who is trying to trip you up next? Can you handle your shareholders anxiety and answer their challenges and impossible time scales. The biggest spenders in your organisation are probably the Marketers. Have you got them by the 'short & curlies' or do they (try to) bamboozle you? If you have any doubts or just want to check you've got a sustainable grip, this book is a must read. The formula is proven in companies as big as Costco, Finning Caterpilla, Fujitsu-Siemens, M&S, Rexel Newey & Eyre and many smaller companies you haven't heard of. Of course lots of big corporate CEOs are brilliant, really good, informed and need no help. And that's fine. But there are thousands of mere mortals! Now a business veteran of 40 years I have an uncanny 360 degree vision of commerce, the importance of 'customer experience' and the delivery of customer satisfaction. SmarterMarketing is one of my gifts back to industry. Since I left the prescient values of ROTA at Mars, where Marketers were the gods of cash flow creation, and revered as such, and since I learnt so much from the draconian 'loss of yield' fine on Marketing from Beecham Accountants, I have become increasingly appalled at 'marketing's' track record in Boardroom contribution. Not trusted by FDs or respected by shareholders. What a shower Marketers can be. This is not just my jaundiced opinion, there are loads of media reports articulating the lament. Hopefully this book, its formula and introduction to the fuller blueprint manual & toolbox helps. Or I'll refund the paltry cost, if you dare request it!
