In this, his first book, marketing strategist, Said A. Baaghil highlights the problem attitudes of CEO’s he has encountered in his extensive experience working with some of the most respected and powerful businesses in the GCC. He simultaneously offers solid advice on how CEO’s should put their company’s best interests first, thus doing away with their selfish delusions of grandeur in thinking that because of their prominent position in the company that their ideas are automatically the best choice, even over their own marketing experts.
“Eccentric Marketing” also outlines the framework for a forward-thinking new consumer model aimed at transforming the way products and services are marketed in the Middle East. It makes a compelling argument on the need for local companies to adopt a more consumer- based marketing strategy.
The book also takes its reader through the generic four P’s of Product, Place, Price, and Promotion — or the “marketing mix” as it is called. It demonstrates how Saudi companies can take their marketing strategy a step further. In Baaghil’s book he explains the importance of allowing the brand to become a living entity while seeking out and aspiring for the brand to join its target audience through the implementation of eccentric marketing.
“Eccentric Marketing” also details the current market environment for small and mid-size enterprises in the Middle East. He explains why most product promotions in the West fail and shows how to permanently plant a brand into consumer consciousness in order to thrive and survive harsh local competition.
Since 2004, when Baaghil first established LOGIC Holding Company in Jeddah at the request of a Saudi business owner, his extensive research on the marketing needs of the city led him to the gap in the need of “luxury lifestyle.” It is a gap Baaghil helped LOGIC fill through his innovative, creative and eccentric way of establishing such prominent businesses as Yalla Utlob, food delivery service, Black Rose lounge, a theme restaurant for fine dining, Apex, a luxury chauffeur service, Sweet Box, a virtual pastry shop that delivers straight to the home.
In his book, Baaghil states, “LOGIC, my best creation, proved to me that my model of eccentric marketing has worked. I have seen it take hold in Jeddah, whose residents now think and live with its brands, trendsetters,” adding that achieving trendsetter status is not an easy accomplishment to achieve. It can, however, be brought about through the use of not typical marketing techniques but only through his own brand of eccentric marketing techniques.
Therefore, Baaghil’s visionary concepts for building and integrating a powerful brand make “Eccentric Marketing” the must-have marketing guide for leading-edge companies operating in the Middle East. The book is currently available online at www.amazon.com and also from Barnes and Noble at www.bn.com.
