Learn to prosper from new marketing strategies. Some are to focus on quality, compete on strength, target key prospects, and reward the best. Discover 12 ways to profit by delighting key customers.
Each chapter updates a tale by Aesop, relates his wisdom to marketing, and coaches how to adapt each key to any situation. A universal law, the 80/20 rule, predicts the results of each marketing decision. Examples inspire readers to use the new marketing strategies in their business.
Testimonies
“Want to generate more profits? Dr. Kruger lays out easy-to-follow ways to increase your profits.” Ken Bernhardt, Taylor E. Little Regents Professor of Marketing Emeritus, Robinson College of Business, Georgia State University, Atlanta, GA.
"Aesop’s Keys to Profitable Marketing is an intriguing fusion of Aesop’s insight and Pareto’s realism that can truly benefit today’s business leaders.” Testimony by Richard Koch, author of the million copy bestseller, The 80/20 Principle, Gibraltar.
“Dr. Kruger has laid out an easy-to-use process for growing top customers in any business.” Testimony by Robert Iocco, CPA, CIC, CEO, Trustpoint Insurance, Bristol, VA.
MBR Bookwatch
Volume 13, Number 9
September 2014
http://donovansbookshelf.weebly.com/september-2014-issue.html#AKPM
Aesop's Keys to Profitable Marketing
Dr. Betsy Kruger
Publishing Directions
9781928782582 $17.95 www.betsykruger.com
Business leaders who look for more than the usual dry approach to marketing, who wonder whether the 80/20 rule is a proven fact, and who seek real-world applications of this cornerstone of business achievement will find Aesop's Keys to Profitable Marketing to be a vivid, essential discussion.
In fact, Aesop's Keys doesn't just sprinkle in real-world models to spice up theory: it centers upon some 24 examples that clearly show how to apply the 80/20 rule to various marketing decisions, explaining basics such as why quality beats quantity every time, when discounted pricing fails, and how to leverage limited resources by using suppliers.
Where other business books would approach marketing decisions with generalities, Aesop's Keys provides specifics; right down to tables that predict how much a narrow focus will magnify profits. For example, one marketing decision is to develop distribution channels that consistently 'wow' customers in its target market.
Each business insight is cemented by a business-oriented vignette paired with an actual Aesop tale. In one tale, a businessman asks Aesop to evaluate a promotion for his business and Aesop mocks him for being "his own trumpeter." In contrast, effective promotions empathize with key customers, demonstrate value, and provide prospects with concrete and specific information. Business savvy about promotions is summarized with the Aesop Key to "trumpet empathy."
Key marketing strategies such as profiling preferred customers, adding value, and pruning unprofitable products or services are introduced and then applied at every step of the way. More than merely conveying the 80/20 rule, Aesop's Keys encourages business leaders to revise their marketing plans and effectively apply the 80/20 rule to various aspects of marketing their businesses.
All aspects have been covered elsewhere to some degree or another; but presenting them under one cover in a format that consistently and effectively cements theory with real-world marketing decisions makes Aesop's Keys a powerful standout in a genre replete with overly complex or poorly thought-out works.
The bottom line? Business leaders seeking profitable results through new, applied directions will find that Aesop's Keys to Profitable Marketing provides an easy formula of success for virtually any business endeavor, from running a health clinic to selling product.
D. Donovan, Senior Reviewer, Midwest Book Review, Oregon, Wisconsin
