Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

CHAPTER 8

DO THE REVERSE OF WHATEVER GM DOES

This chapter should never have to be written. It's about a principle of marketing that is rarely employed yet absolutely critical to a successful outcome of any promotional campaign. Namely, offering the same product or service at the same time at all customer touch points. The two-word term is integrated marketing. No mystery here. Integration always generates better return on investment. Always. The only mystery is why most companies large and small have no clue.

I am picking on General Motors as an example of what absolutely not to do. At the writing of this book there is much backslapping among politicians and GM management over the successful recovery from near extinction brought on by the Great ...