Killing Marketing

Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model. Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to: * Transform all or part of your marketing operation into a media company * Integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.

This book contains a collection of classic articles on the subject of rabbit farming, covering such topics as pelt dressing, killing, marketing and many other aspects related to rabbit farming for profit. This easy-to-digest guide is full of simple instructions and helpful tips, making it ideal for beginners and those looking to get into the practice. Contents include: “Cuniculture (Rabbit Farming)”, “Killing For Pelt”, “How To Dispose Of Pelt-Rabbit Skins”,“Rabbit Keeping For Flesh, Wool And Fur”, “Management Of Pelt Rabbits”, “Marketing Pelts”, etc. Many vintage books such as this are increasingly scarce and expensive. It is with this in mind that we are republishing this volume now in an affordable, modern, high-quality edition complete with a specially-commissioned new introduction on cuniculture.

This book shows how the release of the free market in the last part of the twentieth century produced a rise in inequality and violence, the development of a huge criminal economy and the degradation of social and cultural life. It questions the silence of academics in the face of these changes and asks how much they have been incorporated into the priorities of commerce and governments. Many academics in the social sciences, media and cultural studies have avoided critical issues and become occupied in obscure theoretical debates such as post-modernism. The effect was to draw inellectuals and students away from the engaged and empirical work needed to identify key social problems and possibilities for change. The authors of this book point to the need for independent research which can criticise political policies and reveal their effects. They show, for example, why contemporary policies on drugs and education are creating more problems than they solve. The book features contributions from a wide range of academic disciplines including mass communications, sociology, politics, geography, philosophy and economics, and points to new directions for radical science. It also examines the possibilities for a free and democratic media and calls for the development of critical and open debate.

In the ever-changing world of business, we've arrived at a point where process has trumped culture, where the race toward efficiency has left us unable to reach our potential. Stuck in the land of status quo, we've forgotten how to think. The very structures put in place to help businesses grow are now holding us back;; it's time to Kill the Company. This book is a call to arms: to start a revolution in how we think and work. But instead of more one-size-fits-all change initiatives forced upon employees, we need to embrace small changes that create ripple effects throughout the organization. Lisa Bodell urges companies to move from "Zombies, Inc." to "Think, Inc." Thinking can no longer be exclusive to the creative team or lead strategists. A culture of curiosity must be fostered among the ranks to shake up our standard practices, from unproductive meetings to go-nowhere strategic planning. This revolution can and will awaken our ability to think, and ultimately, to innovate and grow.

Kolawole Oyeyemi’s insightful and witty non-fiction, ‘Kill or Get Killed: The Marketing Killer Instinct’, delves into the high stakes African business environment, as the author touches on the marketing intrigues, battles and wars that shaped a lot of brands across industries in Africa. Kill or Get Killed is a revolutionary marketing classic that borrowed the war metaphor and likened marketing to global politics and wars that are about shareholding struggles. Just as nations struggle for how much share of the world’s wealth they control, Brands and organizations go to war for shares too. Marketing wars and battles are fought, won and lost for increase, leadership and control of shares in various dimensions. Kolawole submits that in these wars, you either kill or get killed; excuses are too costly. Meekness is not a virtue for the battlefield. It is not an environment for the fainthearted. Gentlemen cannot survive the terrain. Therefore, you need a killer instinct to survive the several battles and win the war. Using some of Africa’s most famous brands and products to illustrate his points, Kolawole Oyeyemi convincingly show why some brands succeed where others fail. He unearths the fatal errors multinational brands commit; and also unveils the success stories of multinational brands that understood the peculiarities of the African business terrain and customized their corporate strategies and mode of operations to maximize value. The author explains why the future of successful marketing lies in creating brands, services, and company cultures and philosophies that inspire, include, and recognize the values, and the ever changing tastes and preferences of the target customers. Featuring an engaging, no-holds-barred wit, case studies and strategic depth, Kill or get killed offers a fresh perspective to marketing practice, and is a success toolkit for practicing marketers, brands, and companies that want to invest in Africa; and entrepreneurs that require marketing knowledge on the go.

* Our summary is short, simple and pragmatic. It allows you to have the essential ideas of a big book in less than 30 minutes. By reading this summary, you will discover a whole new marketing model: content marketing. You will also discover that : despite advances in technology, marketing today is out of breath; companies have had great success in creating their own media to talk to their audience; content marketing requires a new model that can bring its own profitability; the content created must provide value that is independent of the products, and that builds user loyalty and a true relationship with the user. The marketing industry faces many challenges: established practices are increasingly struggling to deliver results. At the same time, some companies are implementing new strategies. To address their customers, they create their own media and distribute a wide variety of content, offering real value. These independent activities nourish their brand image and reputation while generating revenue. Despite the skepticism of many professionals, the future will surely involve such a rethink of established practices. *Buy now the summary of this book for the modest price of a cup of coffee!

Robert W. Wilson is the greatest investor of all time, on the only criterion that counts: percentage return on capital. What you make with what you have, what you started out with. Wilson would be the first to point out that there are investors richer than himself; but on a percentage-return basis, he is unmatched, and untouched. He received $15,000 from his mother in 1958, and he ran this stake to the fabulous sum of $230 million, by 1986. With assistance he himself sought out, he then nearly quadrupled his net worth to $800 million, by the year 2000. This return, after taxes no less, is more than 50,000 to one. More than 5,000,000 percent. Wilson did it in about forty years, without partners. How? How, possibly? This book, "Killing the Market," tries to find, or at least get close to, an answer. Robert Wilson quit the investing business in 1986, because he had "lost his touch," as he said. The most productive of men, the hardest working of men, he started to move into philanthropy. Eventually he became just about the most important philanthropist in the United States. Of the $800 million he accumulated, he had given away fully $700 million of it at the time of his death, in 2013 (by his own hand). Movingly, Robert Wilson's gifts were never to things that entertained him, or to pet projects; they were always to charities trying very hard to make the world a better place for everybody.