The title of Predatory Marketing (published by Broadway Books) is somewhat misleading. Written by C. Britt Beemer (with Robert L. Shook), it really does not suggest predatory strategies to "win today's customers." The advice offered is highly ethical as well as immensely practical. Much of what Beemer suggests is already known to and probably followed by many of his readers. Reminders of key points really do have value. One of the book's greatest benefits consists of a series of ten "Consumer Mind Reader" analyses of trends as well as tendencies which reveal consumer preferences are as well as the reasons for them. Another substantial benefit is derived from a series of check-lists and multi-step sequences which suggest how to implement the information provided.
According to Beemer, "The purpose of the book is to tell you how to get information, and most important, [how to] analyze it so that you can make the right decisions....So the main theme of this book is not to promote research -- it's to inform you of ways to find out more about your customer, your competition's customers, and trends in the marketplace." For Beemer, "predatory" is a synonym for proactive: "I'm a firm believer is taking an offensive -- rather than defensive position; marketing is always an offensive weapon." Recall John Newbern's comment: "People can be divided into three groups: those who make things happen, those who watch things happen, and those who wonder what happened." To these Beemer would probably add a fourth group: Those who wait for something to happen and then respond too late (if at all).
Throughout Predatory Marketing, Beemer includes hundreds of brief items of information which include:
"Over 60% of American consumers say that brand-names are the best way to determine the quality of a product."The chapter titles suggest how Beemer organizes his material in Predatory Marketing:
Predatory Marketing suggests some key questions to ask on a regular basis:
The word "predatory" in the title of Predatory Marketing suggests buzzards when in fact Beemer is really talking about eagles: creatures possessed of vision, speed, power, and grace. He has written this book for those who need both information and counsel to gain and then control their competitive marketplace.