Stopwatch Marketing ends on a note of hope: that the book was worth the time it took to read. Overall, it is, for anybody interested in sales and marketing. That’s because the book makes the case that demographic, data-driven marketing does not work as advertised, and companies need to rethink how they sell. In other words, “consumers” don’t exist – instead, people from across the income scale buy specific things at specific times and usually for specific reasons, and your company must figure out where it fits and remake its marketing effort accordingly.
The first two parts come laden with examples of how companies have done this, includes just enough marketing history to make you feel smarter about the field without being boring to non-marketers, and creates a good framework for thinking about how customers actually buy things.
Stopwatch Marketing: Worth Some Time
Stopwatch Marketing: Can It Set Your Sales Ticking?
Non-marketers might wish to skip the third part, or read only the parts that matter to them, like the section on what stopwatch marketing might mean for the overall marketing budget. The section is well-written but meant for those who want to implement the concept.
BigThink Breakdown: This book is worth a read for marketers and sales people, their managers, and anyone who thinks they need some shaking up.
