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The six habits
of highly effective marketers enable the kind of transformational
marketing that changes brand trajectories, career paths, sometimes entire
companies and even industries. The six habits of highly effective marketers
include:
- Making Marketing Dollars Work Harder.
Highly effective marketers know that like any other investment activity,
marketing decisions can be carefully evaluated based on return-on-investment
criteria. To download more about this habit, click
here.
- Challenging Conventional Approaches to
Targeting.
Highly effective
marketers recognize that no one—NO ONE—can possibly know a
priori the best way to segment the market or which target will be
most profitable. To
download more about this habit, click here.
- Taking a Position—Make
Your Brand Stand for Something
Highly
effective marketers know that without a strong positioning, their brands
will falter. To
download more about this habit, click here.
- Selecting the Most Profitable Product,
Not the Most Appealing.
Highly
effective marketers know that managers cannot, flying by instinct and
gut feel, simply pick the most profitable product or service from among
all the possible design combinations. To download more about this habit,
click here.
- Connecting Inputs to Outputs in Marketing
Plans and Compulsively Implement Them.
Highly effective
marketers don't rely on divine intervention and good luck to develop
and execute the marketing plan. To download more about this habit, click
here.
- Building a Great Brand While Your Competitors
Commoditize
Highly effective marketers recognize that a brand's equity is comprised
of different components, which can and should be studied separately.
To download more about this habit, click
here.
The Six Habits
of Highly Effective Marketers is one of the many Copernican intellectual
properties that differentiate our work.
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