Counterintuitive Approaches to Outstanding Marketing

Kevin J Clancy

The author argues that too many business decisions (especially in a recession) are intuitive. He sees the need for counterintuitive thinking based on sound targeting, better market research, and using the Internet to achieve your business strategy (rather than shaping strategy to fit the Internet).

Counterintuitive Approaches To Outstanding Marketing

Only serious research and analysis can lead the way to the ideal target group

Kevin J. ClancyCopernicus

We have good news and bad news for B2B companies looking to grow their brand and bottom-line. Let's start with the bad.

For years now, entire industries have suffered – airlines, food services, property and casualty insurance, industrial and farm equipment, forest and paper products, railroads, pipelines, building materials, petroleum refining, even entertainment – as too many senior executives followed the same intuitive strategy for addressing stagnant growth: blame the economy or changing market; announce restructuring and...

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