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Author: A. Baverstock
Publisher: Piatkus Books
ISBN: 9780749916275
Category : Marketing
Languages : en
Pages : 225
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Book Description
Using jargon-free language and case studies, the author provides a guide to the true scope of marketing, covering basic definitions of marketing, market research, the marketing plan, promotional mix, marketing mix, using external services, etc.
Author: A. Baverstock
Publisher: Piatkus Books
ISBN: 9780749916275
Category : Marketing
Languages : en
Pages : 225
Get Book Here
Book Description
Using jargon-free language and case studies, the author provides a guide to the true scope of marketing, covering basic definitions of marketing, market research, the marketing plan, promotional mix, marketing mix, using external services, etc.
Author: Alison BAVERSTOCK
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Author: Kevin J. Clancy
Publisher: Simon and Schuster
ISBN: 0743205545
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
Why does American business seem to sputter along where it ought to thrive? What is the source of the current plague of downsizing, disappearing companies, dot-com crashes, and here-today-gone-tomorrow advertising campaigns? Why do more products flop than ever before? Marketing experts Kevin J. Clancy and Peter C. Krieg have the answers. In Counterintuitive Marketing, Clancy and Krieg trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. Excess testosterone, they argue, compels senior managers to make decisions intuitively, instinctively, quickly, and, unfortunately, disastrously. In this informative and enlightening book, Clancy and Krieg confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business-to-business marketing experience to describe the intuitive decision-making practices that permeate business today, and demonstrate how these practices lead to disappointing performance. Chapter by chapter, Counterintuitive Marketing contrasts how marketing decisions are made today with how they should be made. The authors give equal treatment to targeting, positioning, product development, pricing, customer service, e-commerce, marketing planning, implementation, and more as they present counterintuitive ideas for building and introducing blockbuster marketing programs. Readers will discover in this iconoclastic treasure chest hundreds of penetrating insights that have enabled the authors' firm, Copernicus, to transform companies and become a "brand guardian" to the Fortune 500 and emerging businesses around the world. The tools to create exceptional marketing programs really do exist, and they are all here in Counterintuitive Marketing, the ultimate practical guide for any company of any size.
Author: King, Ron
Publisher: Pelican Publishing
ISBN: 9781455608904
Category :
Languages : en
Pages : 206
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Book Description
Author: H. Brad Antin
Publisher:
ISBN: 9780963723208
Category : Marketing
Languages : en
Pages : 183
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Book Description
Author: Drayton Bird
Publisher: Kogan Page Publishers
ISBN: 9780749447601
Category : Business & Economics
Languages : en
Pages : 452
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Book Description
Drayton Bird's Commonsense Direct and Digital Marketing is not only seen as the authority on direct marketing execution but is also widely appreciated for its engaging, non-nonsense style. The latest edition takes the book into new territory -- the field of digital marketing. It gives the marketer the tools, techniques and structures needed to produce effective and profitable marketing across the direct marketing spectrum, from simple letter to focused web-based campaigns. For anyone involved in direct marketing, this book provides not just the structure for success but also an energizing insight into the techniques behind some of the world's most successful direct marketing campaigns.
Author: John Boggs
Publisher: iUniverse
ISBN: 1440175233
Category : Business & Economics
Languages : en
Pages : 270
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Book Description
John Boggs is first and foremost a sales guy. This is the rock upon which his distinguished career was built and why the advice contained within ADvice is well worth heeding. No advertising glitz here, just battle-tested and market-proven sales and advertising wisdom for those wanting to improve their sales batting average. John's zest for life and passion for sales/advertising will put a tear in your eye and a spring in your step. ADvice...read it and reap. Brad Lindemann - in business for life President/CEO - Ambassador Solutions
Author: H. Brad Antin
Publisher:
ISBN: 9780963723215
Category : Marketing
Languages : en
Pages : 209
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Book Description
Author: Jack Trout
Publisher: John Wiley & Sons
ISBN: 0470475544
Category : Business & Economics
Languages : en
Pages : 198
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Book Description
This is the first book that states the obvious: Marketing is a mess. Marketing guru Jack Trout intends to make a lot of people, who made the mess, very uncomfortable: Advertisers are criticized as people who look for the creative and edgy, not the obvious. They will not be happy. Marketing people are criticized for getting hopelessly entangled in corporate egos and complicated projects. They will not be happy. Research people are criticized for generating more confusion than clarity. They will not be happy. Some big companies are criticized for their ill-fated marketing programs or lack of proper strategy. They will not be happy. Wall Street is criticized for putting too much emphasis on growth that is unnecessary and can be destructive to a brand. They will just ignore this criticism and continue trying to make as much money as they can. But this is a book not written to make people happy but to explain to marketers what their real problem is. Only then will they begin to look for the obvious solutions that will separate their products from their competitors -- in a way that is equally obvious to customers. All this comes with no jargon, no numbers, no complexity, and a great deal of common sense.
Author: Kevin Stirtz
Publisher: Lulu.com
ISBN: 1411663500
Category : Business & Economics
Languages : en
Pages : 128
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Book Description
This book has one purpose: to help you get more customers. I've taken 20 years of my experience in growing businesses and I've put it into one fast-reading book for you. Read this book. Use the ideas you learn from it. You'll get more customers, you'll put more money in your pocket and you'll have more fun. Kevin Stirtz Praise for this Book: Kevin Stirtz knows marketing and he knows business. This book is living proof. It's full of useful advice you can use, no matter what kind of business you have. This book is worth it's weight in gold -Jeffrey J. Fox, Best-selling author of How to Become a Marketing Superstar ---------- A short quick read. Stuffed with common sense in an age when common sense is not so common. -Hal Becker, Best-selling author of Can I Have 5 Minutes of Your Time? ---------- From the Publisher: This book is a rare find. Short, fast reading, yet full of informational gems you can use right now.
