Cut The Bullsh*t Marketing

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A practice-oriented book to really create impact through marketing. This marketing approach helped NXP to climb from a top-20 to a top-5 position within the semiconductor industry.

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Cut the Bullsh*t Marketing: A practical guide to creating real impact through marketing

Marketing often is a lot of bullsh*t: there are many examples of corporate, unimaginative messages which are shown to the wrong people at the wrong time. The development en execution of these campaigns cost a lot of money and energy of capable persons, while the effects are unclear. In the best case marketing departments can say something about page views or likes on social media, but the actual contribution to the organization stays unclear. We aim to fight this kind of marketing with our Cut the Bullsh*t Marketing method.

Read about our approach on how to fully understand the persons you aim at, to connect with them in a personal manner both online and offline, with a strong focus on return on investment. We share methods, insights and many practical examples from our broad experience in the high-tech industry to show what works, what doesn’t and what we learned along the way.

This book is written by our colleagues Mark Geljon, Jeroen Grit together with Sander Arts and has been edited by Robert Slagter.

This book reflects the essence of what I feel is important when building a company: Engage with your customers and generate revenue and ROI. I believe that anyone involved in B2B or B2C marketing should pick up this book. It will help marketers focus on what matters in large companies, and on what customers truly value. This book will help you become a better professional with a stronger connection into the board room. The authors of this book have proven their impact in Philips and NXP and I have personally seen the strong results of their approach.
Cut the Bullsh*t Marketing covers state-of-the-art marketing techniques that are clear and concise in language and very actionable, without the hyperbole we often see in today’s ineffective marketing. The book highlights the importance of clearly identifying and communicating with customers, having a clear, easy-to-understand vision for marketing programs, developing integrated marketing campaigns that include a wide variety of marketing tools and channels and many other topics that will resonate with leaders in marketing. Finally, this is book is all about creating and tracking the right KPIs. Sander, Mark and Jeroen did a great job in bringing this together in a no bullsh*t way, making it a valuable tool for more effectiveness in your daily business.

Frans van HoutenCEO, Royal Philips

I am a strong believer in ‘applied academic approaches’ that take state of the art methodologies and transform this into practical business tools that generate impact. Cut the Bullsh*t Marketing is a great example of ‘the best of both worlds’ and inspirational for every marketing student.

Baba ShivProfessor of Marketing, Stanford University

My Core belief is that an organization should have “Customer focused; passion to win” at the center of its strategy. At NXP, Sander and his team translated this belief into a marketing approach that generated brand value, increased brand reputation, connected NXP to many new customers, improved NXP’s pipeline of projects and increased sales taking NXP from a top 20 player in the semiconductor industry to become one of the top 5. All readers, whether they work in marketing departments or as business leaders will find much to stimulate their thinking in this book. The authors clearly explain why cutting the bullsh*t in marketing reaps benefits for companies. Every marketer should have this philosophy. The book combines storytelling and strong UX approach with practical tools, that will resonate with every professional that wants to create impact.

Rick ClemmerPresident & CEO, NXP

Media

Periodically articles from the authors appear in the media or on online platforms and, of course, we are also active on social media!

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  • Paperback: 178 pages
  • Publish: CreateSpace Independent Publishing Platform (26 May 2017)
  • Language: Engels
  • ISBN-10: 1543049036
  • ISBN-13: 978-1543049039
  • Product dimensions: 21 x 1.1 x 15.2 cm

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