More and more companies are discovering that while it is possible to increase profits by cutting costs, it is not possible to downsize a business and still grow. Convinced tht marketing new and existing goods or servicesis the least risky way for any company to expand, Kevin Clancy and Peter Krieg, who head COPERNICUS, one of the world's leading research and consulting organisations, gives managers both the theoretical framework for a strategically intergrated marketing approach and the tools they will need to build marketing plans that work. In COUNTERINTUITIVE MARKETING Clancy and Krieg explain why it is essential to forge a vital link between strategic planning and marketing, as well as revealing how technological advances can make a critical difference in targeting, positioning, advertising, new product development, and pricing. This book also provides a two-page marketing questionnaire that every marketing department can use to keep on track.
DR.KEVIN.J.CLANCY is chairman and CEO of COPERNICUS, The Marketing Investment Strategy Group. He lives in Massachusetts PETER.C. KRIEG is Executive Vice President of COPERNICUS and a consultant to major clients in the USA and abroad. He lives in Connecticut