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MYTHS OF MARKETING : BANISH THE MISCONCEPTIONS AND BECOME A GREAT MARKETER by Leboff, Grant

Table of Contents: “…Machine generated contents note: Myth 1 Marketing communications haven't fundamentally changed Myth 2 Marketing is just communications Myth 3 Sales and marketing are basically the same Myth 4 I don't need marketing - my company is too small and business comes from word of mouth Myth 5 I don't need a marketing plan Myth 6 Marketing is solely the responsibility of the marketing department Myth 7 Ultimately, people buy on price Myth 8 Pricing is a matter of charging the highest amount possible Myth 9 The purpose of a brand is to build awareness Myth 10 Every business is a brand Myth 11 Business-to-business purchases are purely based on logic Myth 12 Business-to-business and business-to-consumer marketing are completely different Myth 13 Effective marcom means running a series of great campaigns Myth 14 A successful business requires a compelling USP Myth 15 Market positioning is all about the product or service on offer Contents note continued: Myth 16 Visuals are the most important aspect of any marketing communications Myth 17 Our offering must attract the largest audience possible Myth 18 Demography is the best way to segment your market Myth 19 The focus of marketing communications should be a company's products or services Myth 20 We are operating in a service economy Myth 21 The customer buying journey is no longer a linear process Myth 22 I instinctively understand my customer Myth 23 Marketing can still rely on the traditional purchase funnel Myth 24 Creating content takes too much time and money Myth 25 Social media is nothing more than some alternative channels to market Myth 26 Every business requires a `higher purpose'. …”