Steal These Ideas

Steve Cone

In Steal These Ideas, marketing executive Steve Cone reveals his "marketing secrets"; that is, actionable insider knowledge about what really works on the marketing battlefield. The book includes short but powerful chapters on the following topics:

Three essential ingredients in every successful marketing campaign.
Branding - what is a brand, what makes a brand successful, and brand management.
Unique Selling Proposition - forms it can take and how to create it.
Creating a distinctive personality for the business.
Ad readability - the importance of font size, type, and color.
Brochures - how to get people to read them.
Taglines - how to create a successful one and examples of good ones.
Global marketing - sending a consistent and compelling message around the world.
Media integration - making all media work together.
Maximizing effectiveness of media spend by ad placement and frequency.
Writing style - increasing customer receptiveness to the message.
Three very important lessons about customers.
Loyalty programs - how to build an effective one.
Dealing with the aging population and gender differences.
Generating the breakthrough idea.
The Internet - the hype and the hope.
PR and sponsorships.
Promotional tools applied to political campaigns.
Speaking effectively when in the spotlight.
Having the time to think.
Ad agencies and copywriters.
The ten most important marketing secrets.

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Steal These Ideas
Marketing Secrets That Will Make You a Star
by Steve Cone