About the Book
AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing is a wake-up call to marketers who want their marketing to matter more and are keen to make it happen - now! Marketing is underutilized and losing its relevance. Ignorance of proven principles, along with a failure to adopt best practices and quality processes, is at the root of the decline of marketing's role and relevance in the present era. Poor marketing, including slip-ups, oversights and a lack of predictability of marketing results, contributes to retarding versus optimizing brand and corporate performance. Yet, in today's "age of abundance and sameness," where generally acceptable quality (GAQ) rules, marketing is more essential than ever.
This book, written by Richard Czerniawski, a veteran, career marketer, tackles critical marketing errors, those grave blunders, slip-ups and missteps, both of omission and commission, that not only lead to underperformance but threaten marketing relevance and brand survival. Importantly, this book addresses what all marketers and their organizations need to do to achieve smart marketing, so it matters where it counts: in the marketplace.
About the Author :
Richard D. Czerniawski is the founder of Brand Development Network International, Inc., a marketing resource company dedicated to empowering marketers to create brand loyalty. During his 45+ year career, Richard has held every position in brand marketing, from brand assistant to brand manager to chief marketing officer to general manager, and he has even served as a director on the board of a start-up. He has worked with leading brand-building companies such as Procter & Gamble, Johnson & Johnson and the Coca-Cola Company, where he contributed to the successes of well-known brands such as Folger's Coffee, REACH Toothbrush, Band-Aid Brand Adhesive Bandages, and Coca-Cola Classic. He also has extensive experience and successes across a broad spectrum of sectors including pharmaceutical, and medical devices and diagnostics. Moreover, his work is international in scope, providing consulting and training services to some of the world's largest and most successful multi-national companies and brands. He has lectured and conducted workshops for the MBA programs at Notre Dame Mendoza College of Business, Northwestern Medill School of Journalism, DePaul University, Lake Forest College, and Thunderbird International School of Management. Richard is a former Naval Aviator and achieved the rank of Lt. Commander. He also holds 8 Black Belts in martial arts. He is a 4th-Dan Black Belt in both TaeKwonDo and HapKiDo. His additional interests include physical fitness and reading. He is currently studying clarinet and Brazilian Jiu-Jitsu, both of which finds to be quite humbling. Richard received an MBA and was selected to "Who's Who in American Colleges and Universities." He has been married for 50-years, has 3-daughters and 4-granddaughters.
Review :
"Richard is at the very top of the list when it comes to people who can help someone understand how to be a great marketer." Kurt Kane, EVP Chief Concept & Marketing Officer, at The Wendy's Company
"This book will make you laugh at outrageous gaffes, wince in recognition of your own mistakes, learn how to avoid marketing traps and, most importantly, put your brand on a bullet train headed straight for brand loyalty." Robin Shapiro, Global President, TBWA/WORLDHEALTH
"Avoiding Critical Marketing Errors is the de facto tool for all marketers to get smart(er) so they may elevate their business impact!" Ben Cook, President, Acumen Learning
"(Richard) shares universal principles and best practices that all organizations should adopt and implement to make their marketing activities link directly to business objectives and results. Now, everyone can do smart marketing." Rafael Chan, Chief Commercial Officer, New World Medical, Inc.
"As a senior leader, who has driven several major marketing-centric business transformations, I can attest that Richard's focus on genuine marketing excellence delivers the incremental sales impact, ROI and accountability that everyone in the organization should demand." Peter Valenti, Division President, Hologic, Inc
"Richard Czerniawski shares practical advice on avoiding critical marketing errors. And, importantly, he identifies what marketers should do and how to do it correctly to actually grow brands - even in the face of today's intense competition."Bill Weintraub, Professor at the University of Colorado, previously Chief Marketing Officer at Kellogg Company, Tropicana, Coors Brewing Company
This is a no-nonsense book with practical advice and plenty of examples on doing smart marketing from a successful, veteran marketer. Santosh Chaturvedi, VP, New Products Planning & Portfolio Strategy, Global Oncology, EMD Serono.
"In this matchless book, Richard Czerniawski draws on his nearly 50 years of experience transforming marketing for leading global brands and pinpoints why so many marketers fail to get it right. His generous insights will raise the courageous marketer to a new level of skill and -- more importantly -- results." to refine and improve their marketing abilities. Any smart marketer should read this book -- fast." Gilberto Dalesio, Chief Commercial Officer, SIFI
"Richard Czerniawski is a master marketer who leverages his significant experience and expertise to drive home what not to do and skillfully pinpoints what to do to make your marketing matter more." Lisa Tollman, Executive Director, Amgen
"Applying the know-how found within its pages will empower you to drive incremental business growth to demonstrate marketing's and your value to the organization. Read this book to take on a more significant role in marketing your brand!" Nikki Sidi, Vice President, Global Strategic Marketing, Johnson & Johnson Vision
