Praise for Your Gut Is Still Not Smarter Than Your Head "e;Too many companies treat marketing as a communication exercise to help sales move a few more cases of product out of the door. Your Gut Is Still Not Smarter Than Your Head demonstrates that marketing, properly understood, is your company's engine for spotting opportunities and nurturing them to produce long-term profitable growth."e; -Philip Kotler, author and S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management "e;Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus. Here's a practical approach to marketing strategy and tactics that can drive profitability and growth. There are no 'blink' shortcuts here-this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read!"e; -Susanne Lyons, Chief Marketing Officer, Visa USA "e;Clancy and Krieg have written a comprehensive and highly compelling how-to book for the marketing community that says: wake up and look at the facts! It's a must-read for every professional marketer who aspires to breakthrough performance."e; -Joseph V. Tripodi, Chief Marketing Officer, Allstate Insurance Company "e;Bold moves require more facts in this fast-paced era. This book is a must-read for the risk tolerant!"e; -Jon Luther, CEO, Dunkin' Brands, Inc. "e;Fact-based marketing is the best way to reinvent marketing, and Clancy and Krieg provide the blueprint to do it."e; -Bob Liodice, President and CEO, Association of National Advertisers "e;The authors demonstrate forcefully and dramatically-with numerous examples-how great, even just good, analysis leads to legendary marketing strategies."e; -Don Sexton, Professor, Columbia Business School, and author of Trump University Marketing 101

Praise forYour Gut Is Still Not Smarter Than Your Head"Too many companies treat marketing as a communication exercise tohelp sales move a few more cases of product out of the door. YourGut Is Still Not Smarter Than Your Head demonstrates thatmarketing, properly understood, is your company's engine forspotting opportunities and nurturing them to produce long-termprofitable growth."Philip Kotler, author and S.C. Johnson Distinguished Professor ofInternational Marketing, Kellogg School of Management"Clancy and Krieg debunk the popular myth that marketing is allinstinct and hocus pocus. Here's a practical approach to marketingstrategy and tactics that can drive profitability and growth. Thereare no 'blink' shortcuts here-this is the real work oftransformational marketing, laid out in a practical, concise guidethat every true marketer should read!"Susanne Lyons, Chief Marketing Officer, Visa USA"Clancy and Krieg have written a comprehensive and highlycompelling how-to book for the marketing community that says: wakeup and look at the facts! It's a must-read for every professionalmarketer who aspires to breakthrough performance."Joseph V. Tripodi, Chief Marketing Officer, Allstate InsuranceCompany"Bold moves require more facts in this fast-paced era. This book isa must-read for the risk tolerant!"Jon Luther, CEO, Dunkin' Brands, Inc."Fact-based marketing is the best way to reinvent marketing, andClancy and Krieg provide the blueprint to do it."Bob Liodice, President and CEO, Association of NationalAdvertisers"The authors demonstrate forcefully and dramatically-with numerousexamples-how great, even just good, analysis leads to legendarymarketing strategies."Don Sexton, Professor, Columbia Business School, and author ofTrump University Marketing 101

Section IWhy You Should Be Unhappy with Your Marketing Even ifYou're Not 11 Nothing Is More Important than Marketing 32 More Marketing Decisions Are Made with Guts than Brains 253 How to Give Your Marketing a "Performance Review"45Section IISix Easy Steps (and One Hard One) to Better Marketing574 So Many Targets . . . So Which Are Worth Targeting? 595 Positioning: The Battle for the Mind Is Lost before the FirstShot Is Fired 816 Generate Two Billion Product Ideas and Choose the Best One1037 Don't Slip in the Media Muddle 1298 Why Your Advertising Is a Waste--and What to Do about It1479 Sports Sponsorships Are Often a Mug's Game 16710 How to Make the Sales Reps Our Friends . . . Really 185Section IIIHow to Finally Make It All Work Together 20311 Connect All the Marketing Plan's Dots 20512 How to Get All These Great Plans Implemented 22713 Brand Equity--Out; Customer Equity--In 24314 Yes, You Can Measure Marketing ROI 263Notes 277Index 285