How to Go from Dumb to Smart Marketing may offend marketers who don't recognize they can do much more with marketing, and it will probably disturb those who are satisfied with the status quo.Marketing is underutilized and losing its relevance. Ignorance of proven principles and failure to adopt best practices and quality processes is at the root of the decline of marketing's role and relevance in the present era. This decline is exacerbated by marketers not being held accountable or accepting accountability for providing a clear line-of-sight in driving financial outcomes and growing healthy brands.That's not smart. It's dumb marketing! Yet, in today's "age of abundance and sameness," where generally acceptable quality (GAQ) rules, smart marketing is more essential than ever.This book, written by Richard Czerniawski, a veteran career marketer, tackles critical marketing errors, those grave blunders, slip-ups and missteps, both of omission and commission, that not only lead to underperformance but further threaten marketing relevance and undermine brand potential. Importantly, it addresses what all marketers and their organizations need to do to achieve smart marketing, so it matters where it counts: in the marketplace.If you are one of those other marketers and senior managers who recognize they are, and/or marketing is, underutilized-regardless of the current level-and want to improve this situation, then this book will prove invaluable to you. If you are one of these marketers, you will not be offended by the content. Instead, it will provoke your thinking and assist you in your pursuit of achieving marketing excellence.
