Marketing Mantras from the Marketing Gurus

Marketing as we know it has undergone a revolution here is a summary from top four books on marketing.

Tom Peters took the first whack with The Pursuit of Wow, a visionary book that described why the only products with a future were those created by passionate people. Too often, big companies are scared companies, and they work to minimize any variation –including the good stuff that happens when people who care create something special.

Peppers and Rogers, in The One to One Future, took a simple truth–that it’s cheaper to keep an old customer than it is to get a new one – and articulated the entire field of customer relationship management. They showed that there are only four kinds of people (prospects, customers, loyal customers, and former customers) and that loyal customers are often happy to spend more money with you.

In Crossing the Chasm, Geoff Moore outlined how new products and new ideas move through a population. They follow a curve, beginning with innovators and early adopters, growing into the majority, and eventually reaching the laggards. While Moore focused on technology products, his insights about the curve apply to just about every product or service offered to any audience.

In The Tipping Point, Malcolm Gladwell clearly articulated how ideas spread through populations, from one person to another. In Unleashing the Idea-virus, I pushed this idea even further, describing how the most effective business ideas are the ones that spread.

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