This I know : marketing lessons from under the influence Cover Image

Book

This I know : marketing lessons from under the influence / Terry O'Reilly.

O'Reilly, Terry, 1959- (author.).

Summary:

"Canada's most famous adman spills a career's worth of marketing secrets, so anyone can compete with the best in their business--whatever that business might be. Big companies spend a fortune marketing their wares and services. Can yours? Invariably people ask advertising veteran and CBC Radio host Terry O'Reilly one question more than any other: How does a little business compete with the big guys? After decades at the helm of an award-winning advertising production company, and over a decade exploring the art and science of marketing for CBC Radio, O'Reilly delivers all the answers they--and anyone with something to sell--ever wanted to know. Following his bestselling Age of Persuasion, O'Reilly collects a lifetime of marketing wisdom into an indispensable guide to competing for your customers' attention. From understanding what business you're really in and foregoing the extra mile in favour of the extra inch, to the benefits of counterintuitive thinking and knowing an opportunity when you see one, This I Know will help anyone understand the fundamentals of good marketing strategy and building the relationships that turn good marketing into great results, no matter how big or small your budget."--Provided by publisher.

Record details

ISBN: 9780345810366
Physical Description: xviii, 283 pages, 18 unnumbered pages of plates : illustrations ; 24 cm
Publisher: Toronto : Alfred A. Knopf Canada, 2017.
Copyright: ©2017.

Content descriptions

Bibliography, etc. Note:

Includes bibliographical references and index.

Formatted Contents Note:

Sludge or gravy : what business are you really in? -- Praying to the god of Otis : perfecting your elevator pitch -- Strategy : it tastes awful. And it works -- Bieber in a blender : if they feel, they believe -- Steinways and autopsies : tell me a story -- Finding your inner Broadway : what is your greatest area of opportunity? -- Start with the end : making persuasive presentations -- Purple chickens : the joy of counterintuitive thinking -- Fishing for Marilyn : timing is everything -- Nudge, nudge (wink, wink) : the power of gentle taps -- What time is the three o'clock parade? : why customer service is marketing -- Going the extra inch : the value of the small gesture -- Reid's law : the need for tension -- Keeping your shish on your kebab : maintaining your personal brand -- This I know.