PART 1   MARKETING: KNOWLEDGE, THINKING, DECISION-MAKING

Marketing and pseudo-marketing
Decisions in marketing
Marketing thinking
Qualities of the creative marketer
Marketing thinking “techniques”
Selling points

PART 2   YOUR CLIENT

The Living Man
Resources of a human being
Needs
The Buying Man

PART 3   WORKSHOP

Marketing: wings and fuselage
Market research
Products
A well-selling product or a well-known “brand”?
Creation of a new product
Marketing communications
Advertising
 

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“MARKETING THINKING or CLIENTOMANIA” by Alexander Repiev

My book “Marketing Thinking” is now available at Amazon.com

Alexander Repiev

This provocative book is not a traditional compendium of marketing definitions, schemes, diagrams, and matrices. It’s an exciting story about MARKETING THINKING, a fairly elusive substance akin to the MUSICAL EAR. The absence of that “ear” turns a Harvard graduate into a useless and even dangerous marketing robot. Its presence makes even a rough-and-ready shop keeper into a bullet-biter and achiever. Now that we have entered a brave new world of the turbulent “new economy,” marketing battles will be won not by “instrumentalists.” They will be won by marketing thinkers, by those who can think and feel like the Client and for the Client, by those who can live and breathe the Client, by those infected with Clientomania, by those bristling with disciplined creativity and inventiveness. This book is both philosophic and pragmatic. It offers no easy formulas, but rather guidance on how to acquire marketing thinking and apply it to a gamut of daunting marketing chores, and on how to train and coach marketers.

The book’s provocative highlights are:

• Corporate & personal dangers of PSEUDO-MARKETING
• Make-or-break importance of Marketing Thinking in marketing decision making
• Ideas on what and how to teach marketers
• A magnified-glass look at His Majesty the Client
• The Living Man and his RESOURCES, such as attention, memory, time, etc. – a subject normally ignored by marketing and especially branding texts
• The Buying Man viewed from a slew of angles
• Segmentation based on Client insights
• “A well-SELLING product or a well-KNOWN ‘brand’?” looks at the many prejudices and follies associated with the now-so-fashionable branding fantasias
• Marketing communications – EVERYTHING COMMUNICATIONS, expensive advertising being a dubious choice

The ideas of this book have been tested extensively in practice and class.

ABOUT THE AUTHOR

Alexander Repiev operates Mekka Consulting (www.mekka.ru) in Moscow, Russia. He is a founder of A. Repiev School of Marketing & Advertising (www.repiev.ru) that specializes in distance education and seminars. Alexander began his career in advertising in 1966 as a copywriter at Vneshtorgreklama, the then only ad agency in the USSR. Beginning in 1988, he made several stints in senior marketing positions at international companies. Alexander has completed hundreds of advertising, marketing and teaching projects for Xerox, Canon, Minolta, Microsoft, Bull, GE, DEC, Cisco, Russian Standard, Russian Textiles, FC Spartak Moscow, Menatep, New Opera, Rostselmash, and dozens of other organizations.