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Clancy, Kevin J. and Peter C. Krieg, Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense. Free Press, 2000, 350 pages.
Kevin Clancy and Peter Krieg's book continues to successfully challenge some of the basic axioms in the field of marketing. In Counterintuitive Marketing, the authors trace the high rate of advertising failure and product flops to bad marketing strategy-and even worse implementation.
Especially vitriolic toward what they call "testosterone marketing" and "testosterone decision making," the authors provide examples of how marketing managers and VPs continue to make gut feel marketing decisions, making the same mistakes over again. They base their examples on their many years of real-world B2B and B2C marketing consulting experience.
After making the argument that strategic planning issues are, to a large extent, marketing problems, the authors lament the appalling lack of communication between the strategic planners and marketing people at most firms. Clancy and Krieg make a case for putting marketing at the center of the business universe, with brands at the core, but reveal the generally...