How to Go from Dumb to Smart Marketing

AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing may offend marketers who don’t recognize they can do much more with their marketing, and it will probably disturb those who are satisfied with the status quo.

Richard D. Czerniawski, a veteran, career brand marketer, exposes critical marketing errors, those grave blunders, slip-ups and missteps, both of omission and commission, that not only lead to underperformance but threaten brand survival. Importantly, he addresses what all marketers and their organizations need to do to achieve smart marketing so that it matters where it counts – in the marketplace.

This book is the essential guide for those marketers who aspire to make their marketing matter more and are keen to make it happen—now! They recognize that marketing is losing its relevance; yet, they understand that in today’s “age of abundance and sameness,” where generally acceptable quality (GAQ) rules, marketing is more essential than ever to create brand loyalty and drive incremental line of sight sales growth with their strategies and initiatives. If you are one of these marketers, you will not be offended by the subject-matter. To the contrary, it will provoke your thinking and assist you in your pursuit of “marketing excellence.” 


"Richard reminds us vividly that marketing, now more than ever before, has a critical role to play in generating impact and lasting results."

--Didier Devaud, Vice President Global Marketing and Education iTero, Align Technology

"AVOIDING CRITICAL MARKETING ERRORS is the defacto tool for all marketers to get smart(er) so they may elevate their business impact!"

--Ben Cook, President, Acumen Learning

"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, The Wendy's Company

"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

"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

"Experienced or not, this book will sharpen your saw and propel your ability to deliver results."

--Lisa Tollman, Executive Director, Amgen

"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

"Any smart marketer should read this book - now!"

--Gilberto Dalesio, Chief Commercial Officer, SIFI