Colleagues,
This spring the second edition of Marketing For Survival was published.
I received reviews and comments from several of you on these listservs.
Thank you.
Al Lemmo of the U.S. Army said, "A short masterpiece on empathizing with the
customer."
The book contains 14 articles on business-to-business marketing. The
examples are taken, in part, from my technology transfer background.
Bart Zehren of Applied Marketing Science said, "... at once simple in
pronouncements, yet profound in implications."
The table of content is shown below. You can download an excerpt from
www.market-engineering.com. Click on "About our books".
John Sheridan of the National Center for Manufacturing Sciences said,
"Enlightening and powerful. Speaks my language as a technical person faced
with marketing challenges."
To buy, send a check for $15 plus $2 shipping (US & Canada) or $4 shipping
(elsewhere) to Market Engineering at the address below. (Sorry, no
e-commerce yet)
Thank you.
Gary
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Dr. Gary Lundquist - Strategic Marketing
I lead teams that define, design, and develop
businesses, products, and marketplace image.
garyl@market-engineering.com
Market Engineering International, Inc.
Corporate performance. Personal confidence.
www.market-engineering.com
303-840-9929 FAX: 303-841-6636
12006 N. Antelope Trail, Parker, CO 80138, USA
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Marketing for Survival
Table of Contents
Preface iv
1. Who Is In Control? 1
Practical realities of your marketplace
2. Facing the �Tough Questions� 4
Deal makers and deal breakers
3. Marketing Isn�t a Mystery. 10
It�s a logical, manageable
repeatable process.
4. A Customer�s Definition of Value 14
It�s much more than the price paid.
5. Misunderstanding Marketing 20
Truths we never bothered to learn
6. Forging the Power of a Strategic Image 29
How to create a marketable identity
7. Enabling the Power of a Strategic Approach 38
How to control your business
from the inside out
8. Developing Your Corporate Brand 48
How to develop a strong, positive,
durable marketplace image
9. Unleashing the Power of Communications 60
How to center your business
on customers
10. How to Increase Your Marketing Impact 68
Leveraging your marketing dollars
for true competitive advantage
11. How to Be Understood in a Noisy World 75
Overcoming the paradigm problem
12. Keep Asking, �Why?� 78
How to uncover marketable answers
13. What Is Your Real Job? 81
Integrating marketing into self-image
14. How to Lead and Manage Change 86
The World�s Best Toolkit for Change
References 100