Myths of Marketing: Banish the Misconceptions and Become a Great Marketer

Marketing is often misunderstood and seen as just advertising. However, Grant Leboff's book "Myths of Marketing" debunks these misconceptions and provides a clearer understanding of the industry, offering valuable insights for practitioners and strategies to improve marketing effectiveness.

Format: Paperback / softback
Length: 224 pages
Publication date: 03 January 2020
Publisher: Kogan Page Ltd

The world of marketing is a complex and multifaceted realm that is often misunderstood and misconstrued. In Myths of Marketing, renowned industry expert Grant Leboff takes readers on a captivating and enlightening journey through some of the most deeply entrenched stereotypes and misconceptions that exist within the industry. From the notion that sales and marketing are essentially the same and that getting people's attention is a costly endeavor, to the belief that demography is the best way to segment a market and that content is king, these myths have permeated the marketing landscape for far too long.

In order to dispel these myths and provide a clearer and more accurate understanding of marketing, Leboff employs a combination of academic research, amusing examples, and industry case studies. Through his engaging and accessible writing style, he effectively debunks many of the most pervasive myths and assumptions, leaving readers with a newfound appreciation for the true essence of marketing.

One of the key themes that Leboff explores in Myths of Marketing is the notion that marketing is nothing more than advertising. While advertising is certainly a crucial component of marketing, it is not the sole or even the most important aspect. Marketing is a holistic process that encompasses a wide range of activities, including market research, product development, branding, advertising, public relations, and customer service.

Another myth that Leboff debunks is the idea that word-of-mouth marketing is sufficient for businesses that rely on referrals and recommendations. While word-of-mouth marketing can be incredibly effective, it is not a replacement for a comprehensive marketing strategy. In today's digital age, consumers are increasingly relying on social media and other online channels to research products and services before making a purchase. Therefore, businesses need to have a strong presence on social media and other digital platforms in order to reach their target audience and build brand awareness.

Leboff also challenges the notion that social media is the best form of free marketing available. While social media can be a powerful tool for marketing, it is not without its challenges. Businesses need to invest time and resources in creating engaging content, building a following, and managing their social media presence. Additionally, social media can be highly competitive, and it is difficult to stand out among the millions of businesses and individuals who are active on these platforms.

In conclusion, Myths of Marketing is a must-read for anyone who wants to gain a deeper understanding of marketing and dispel the myths and misconceptions that have been perpetuated for far too long. By providing a comprehensive and accessible exploration of the industry, Leboff has helped to demystify marketing and provide readers with the tools they need to improve their own practice and marketing strategy. Whether you are a seasoned marketer or a newcomer to the field, this book is sure to provide valuable insights and inspiration.

Weight: 388g
Dimension: 236 x 163 x 14 (mm)
ISBN-13: 9780749483913