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    Successful Marketing: Short and Sweet
    Successful Marketing: Short and Sweet
    Successful Marketing: Short and Sweet
    Ebook102 pages1 hour

    Successful Marketing: Short and Sweet

    By Ludi Koekemoer

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    About this ebook

    WHY YOU SHOULD READ THIS BOOK:

    “If marketing is all about a ‘promise made is a promise kept’, then with this book Ludi has hit the bullseye. On the cover itself, he makes two such promises – to share the secrets of successful marketing, and, in this crazy time-starved world of ours, to keep it short and sweet. I have yet to come across another book that manages to meet both these challenges so successfully in one slim volume. It really is a promise kept.”

    Andy Rice

    Marketing Speaker, Writer and Strategist

    “A unique, to the point bundle of easy to read, easy to understand, hands on topics, tips and guidelines to help the experienced marketer or novice to make sound marketing decisions and avoid unnecessary mistakes.”

    Prof Chris Jooste

    Emeritus Professor of Marketing, University of Johannesburg

    “This book covers 20 carefully selected marketing topics. It is a practical guide – what I believe marketers should know and be able to do to be successful.”

    Dr Ludi Koekemoer

    Author
    ABOUT THE AUTHOR
    Ludi Koekemoer is a seasoned market researcher, ad agency executive, academic, author and marketing consultant. He has acted as judge at various national and international Marketing and Advertising awards and received the 2018 FM Adfocus Lifetime Achievement Award for his contribution to the South African Advertising Industry.

    LanguageEnglish
    PublisherLudi Koekemoer
    Release dateJun 18, 2019
    ISBN9780463186121
    Successful Marketing: Short and Sweet

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      Book preview

      Successful Marketing - Ludi Koekemoer

      A Word From the Author

      Why this book? People responsible for marketing need to know what works and should be able to do it right the first time. Academic texts, digital search engines and online sources of best practices for marketing are extremely useful, but cannot replace lessons learned from experience.

      During my years as practitioner, academic, author and marketing consultant, I have accumulated, locally and internationally, marketing’s best practices, marketing wisdom, and have learned important secrets from great marketers. In short: what works.

      You’ll notice that I have largely steered away from the conventional wisdom found in marketing textbooks and academic articles. I have instead relied heavily on presentations I have made to students and practitioners over the years.

      This book covers 20 carefully selected marketing topics. It is not an academic textbook. It is a to-the-point practical guide – what I believe marketers should know. The focus is on the customer, which includes the consumer and the trade.

      I know that busy marketers, those living on the edge with hectic schedules, have neither the inclination nor the time to read lengthy explanations and discussions. Therefore, I have kept it short and sweet!

      I trust that these topics, reflections and tips will guide young talented newcomers in the exciting world of marketing and perhaps reinforce what seasoned marketers already know or may have forgotten.

      If I have anywhere used your favourite expression, I apologise. It was an expression that probably also impressed upon and stayed with me when I first heard it or read it somewhere.

      Finally, I would like to thank Minette Koekemoer for her insight, wisdom and advice with the content; Lize-Marié Leuschner for her skills with words; Margie Backhouse for the front cover design and design elements; and renowned marketing academic Prof. Chris Jooste and marketing’s giant Andy Rice for their advice and kind words of encouragement.

      Ludi Koekemoer June 2019

      About the Author

      Ludi Koekemoer started his career as an economic researcher in 1970, then became a market researcher and worked for three large advertising agencies between 1972 and 1986; in the last one as shareholder and deputy group MD.

      Armed with five academic qualifications, including a Ph.D. from Rhodes University, he was a Professor of marketing at the University of Pretoria from 1986 – 1989, chairman of the department of business management and Professor of strategic management at Rand Afrikaans University (now University of Johannesburg) from 1990 – 1999, and CEO of the AAA School of Advertising from 2000 – 2015. After retiring from AAA he joined Monash South Africa to develop and launch an MBA programme.

      His experience, lecturing, research and consulting have focused on advertising, brand management, strategic planning and new product development.

      He has published eight books on marketing communications and has contributed chapters to 12 books on marketing and related topics.

      He was a visiting professor to the University of North Carolina’s Kenan-Flagler Business School, Chapel Hill, NC, US, where he lectured with marketing’s renowned experts and authors Prof. Gary Armstrong and William D. (Bill) Perreault.

      Ludi served on the South African Consumer Council for six years, the Advertising Standards Authority for many years and on many marketing and advertising boards. He has in addition acted as a judge at national and international marketing and advertising awards.

      In 2016 he was asked to join a select group of advertising professors around the world to formulate a new definition of advertising.

      On 27th November 2018, Ludi received the South African advertising industry’s FM Adfocus 2018 Lifetime Achievement Award for his contribution to the South African advertising industry.

      Table of Contents

      A Word From the Author

      About the Author

      1. The Good, the Bad and the Sad

      2. The Secrets of Successful Marketing

      3. Key Marketing Builders & Blockers

      4. Stupidity Reigns Among the Uninformed

      5. Fish Where the Fish Are

      6. Discover the Me, Myself and I Generation

      7. Discover Today’s Shopper

      8. Take the Gap, Avoid the Trap

      9. Victory Via VFM

      10. Marketing’s Magic Words

      11. The P of All Ps

      12. Brand Loyalty: Myth or Reality?

      13. Avoid Monkey See, Monkey Do

      14. How to Build a Strong Brand and Give it Longevity

      15. The Brand Stamina Monitor

      16. No Customers, No Business, No Profit

      17. From Word of Mouth to Word of Mouse

      18. Digital is Everything but Everything is Not Digital

      19. The Strong Theory, the Weak Theory

      20. The Strategic Planning Trap

      What’s What

      Sources and Recommended Reading

      1

      The Good, the Bad and the Sad

      Successful marketing is, first and foremost, dependent on the behaviour of marketers, their skills and their marketing leadership styles or lack thereof.

      The Good marketers = Successful marketers. They are the dedicated, passionate ones; those who bounce back after making a mistake. They are above reproach, without great show, and they put themselves out for others. They leave a lasting

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