How to Get Away with Murder in Marketing: Forensic Marketing (Paperback)
This is a must-have book for marketing professionals, business professionals, consultants, and MBA students. This book provides a comprehensive introduction to forensic marketing.
D. Anthony Miles, CEO and founder of Miles Development Industries Corporation(R), a consulting practice/venture capital acquisition firm, shares detailed forensic marketing frameworks that will help you conduct a rigorous forensic investigation. He focuses on:
- Five types of marketing evidence categories;
- Different types of forensic marketing investigations;
- Four types of forensic investigation of marketing financial statements;
- Ways to conduct an audit and minimize blind spots in an investigation.
The book explains how to use numerous analytical tools, such as a market position analysis, competitive intelligence analysis, law and policy analysis, pricing analysis, branding audit, customer relationship auditing, and more.
Get an arsenal of tools to conduct a forensic marketing investigation with this complete guide aimed at practitioners, theorists, and business students.
Miles has made forensic marketing investigation methods accessible to business professionals and students. "How To Get Away With Murder in Marketing" contains numerous useful investigative frameworks and images to help conduct a forensic marketing investigation. "How To Get Away With Murder in Marketing" gives readers the confidence to do a forensic marketing investigation. Forensic marketing investigation requires specific tools and skills. "How To Get Away With Murder in Marketing" provides the tools to help the business profession build those skills. This book will teach you how to be a forensic marketing expert.
The book provides readers with access to forensic marketing investigative frameworks and analytical models to help you solve marketing problems. For readers this book is filled with forensic marketing tools and analytical techniques to help the marketing expert solve marketing problems. The practice of an effective forensic marketing investigation is provided and shows how to implement an effective investigation into marketing problems.
Throughout the following chapters, readers will learn about five categories of evidence that include information such as data, sales, marketing financials, market reports, law and policy, market size, market share, financial resources, historical performance, current market position, product and firm, customer market segments, pricing models, fixed costs, variable costs, revenue, unit contribution, breakeven, product lines, brand awareness, brand strength, brand differentiation, brand presence, brand relevance, and brand performance.
In this book, readers are provided with five categories of forensic marketing tools are illustrated, complete with examples of demonstrating applications in the real-world marketing problems. This area of specialty will be considered the top niche market in the marketing profession. "How To Get Away With Murder in Marketing" should be required reading for practitioners, theorists and business students.
About the Author
D. Anthony Miles, Ph.D. is a nationally-known startup and marketing expert and a leading forensic marketing authority. He is an awarding-winning researcher, professor, statistician, legal expert witness, best-selling author, and the CEO and founder of Miles Development Industries Corporation(R), a consulting practice and venture capital acquisition firm. He has spent more than twenty years in retail, banking, and financial services industries, and has won numerous awards, and has been featured on national media outlets. He has been featured on nationally-syndicated media such as: ABC News, CBS News, Fox News, NBC News, CNN, Huffington Post, Forbes, Reader's Digest, Bloomberg Radio, Blog Talk Radio, WGN Radio in Chicago, iHeart Radio, AM/FM Radio, and numerous others. He is also a legal expert witness that provides expert testimony on business scams, false advertising claims and trade dress. He has a PhD/MBA, in Entrepreneurship/General Business, from the University of the Incarnate Word; an MBA in International Business/Marketing, from Our Lady of the Lake University; a BBA in Marketing from the University of Texas at San Antonio.