| Description |
1 online resource. |
| Contents |
Front Cover; Title Page; Half Title; Copyright; Dedication; Contents; Foreword; Introduction; Chapter One; Sludge or Gravy; What Business Are You Really In?; Chapter Two; Praying to the God of Otis; Perfecting Your Elevator Pitch; Chapter Three; Strategy; It Tastes Awful. And It Works; Chapter Four; Bieber in a Blender; If They Feel, They Believe; Chapter Five; Steinways and Autopsies; Tell Me a Story; Chapter Six; Finding Your Inner Broadway; What Is Your Greatest Area of Opportunity?; Chapter Seven; Start with the End; How to Make a Persuasive Presentation; Chapter Eight; Purple Chickens |
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The Joy of Counterintuitive ThinkingChapter Nine; Fishing for Marilyn; Timing Is Everything; Chapter Ten; Nudge, Nudge (Wink, Wink); The Power of Gentle Taps; Chapter Eleven; What Time Is the Three O'clock Parade?; Why Customer Service Is Marketing; Chapter Twelve; Going the Extra Inch; The Value of the Small Gesture; Chapter Thirteen; Reid's Law; The Need for Tension; Chapter Fourteen; Keeping Your Shish on Your Kebab; Maintaining Your Personal Brand; Chapter Fifteen; This I Know; Afterword; Notes; Acknowledgements; Image Credits; Index; About the Author; Back Cover |
| Summary |
"Canada's most famous adman spills a career's worth of marketing secrets, so anyone can compete with the best in their business--whatever that business might be. Big companies spend a fortune marketing their wares and services. Can yours? Invariably people ask advertising veteran and CBC Radio host Terry O'Reilly one question more than any other: How does a little business compete with the big guys? After decades at the helm of an award-winning advertising production company, and over a decade exploring the art and science of marketing for CBC Radio, O'Reilly delivers all the answers they--and anyone with something to sell--ever wanted to know. Following his bestselling Age of Persuasion, O'Reilly collects a lifetime of marketing wisdom into an indispensable guide to competing for your customers' attention. From understanding what business you're really in and foregoing the extra mile in favour of the extra inch, to the benefits of counterintuitive thinking and knowing an opportunity when you see one, This I Know will help anyone understand the fundamentals of good marketing strategy and building the relationships that turn good marketing into great results, no matter how big or small your budget."-- Provided by publisher. |
| System Details |
Requires Boundless App. |
| Subject |
Small business marketing.
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Small business -- Management.
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Advertising.
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Economics.
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| Genre |
Electronic books.
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| Added Author |
Chilton, David, author.
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| ISBN |
9781641600170 |
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