Most businesses blithely cling to common marketing "wisdom" - and many pay the price by failing. That's the tough premise of this book, which offers unconventional solutions and counter-intuitive answers adaptable to almost any business situation. Drawing on years of experience in the marking trenches and corporate boardrooms as two of the most renowned marketing consultants in America, Kevin J. Clancy and Robert S. Shulman show marketers how to eliminate the myths and death wish practices that are killing brands, products, ...
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Most businesses blithely cling to common marketing "wisdom" - and many pay the price by failing. That's the tough premise of this book, which offers unconventional solutions and counter-intuitive answers adaptable to almost any business situation. Drawing on years of experience in the marking trenches and corporate boardrooms as two of the most renowned marketing consultants in America, Kevin J. Clancy and Robert S. Shulman show marketers how to eliminate the myths and death wish practices that are killing brands, products, services, and companies throughout the world. Readers will learn to self-correct more than 100 prevalent death wish marketing fallacies, including: "CEOs know a great deal about marketing"; "small businesses can't compete with giants like WalMart"; "heavy users are your best prospects"; "database marketing has all the answers"; "focus groups are a serious basis for smart decision making"; "marketing partners have your best interests in mind"; "if P&G does it, then it must be right"; and "we need to retain all of our customers and keep them 100% satisfied". Throughout there are anecdotes and examples from the authors' experience and research.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 800grams, ISBN: 9780070111240.
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Very Good. Very Good condition. Very Good dust jacket. A copy that may have a few cosmetic defects. May also contain a few markings such as an owner's name, short gifter's inscription or light stamp.
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Good Condition. Text appears to have multiple markings such as highlighting, underlining & writing. Cover has wear and corner bumps. The spine is in good condition with some wear. Quantity Available: 1. Shipped Weight: Under 1 kilo. Category: Education; ISBN: 0070111243. ISBN/EAN: 9780070111240. Pictures of this item not already displayed here available upon request. Inventory No: 1561037771.
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UsedVeryGood. Hardcover; light fading, light shelf wear to exterior; otherwise in very go od condition with clean text, firm binding. Dust jacket, light fading, ligh t shelf wear.
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Good. Former Library book. All orders guaranteed and ship within 24 hours. Your purchase supports More Than Words, a nonprofit job training program for youth, empowering youth to take charge of their lives by taking charge of a business.
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New. New Ships From Canada Sewn binding Paper over boards 308 p Audience: General/trade Book Description: Most businesses blithely cling to common marketing "'"wisdom"'"-and many pay the price by failing That's the tough premise of this spirited book, packed with unconventional solutions and counter-intuitive answers adaptable to almost any business situation Drawing on years of experience in the marketing trenches and corporate boardrooms as two of the most renowned marketing consultants in America, Kevin J Clancy and Robert S Shulman show marketers how to eliminate the myths and death wish practices that are killing brands, products, services, and companies throughout the world Readers will learn to self-correct more than 100 prevalent death wish marketing fallacies--This text refers to the Paperback edition Ingram Written by two of the foremost experts in marketing, this highly readable guide debunks the most commonly accepted myths that have perpetuated themselves in American.
