This guide considers accepted marketing principles and then debunks them. It discusses marketing truths and solutions and provides anecdotes and solutions from the authors' own experience and research.
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McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwideFrom Publishers Weekly:
Starting with the position that American business sustained severe but avoidable losses during the 1980s, marketing consultants Clancy and Schulman provide an iconoclastic analysis of the strengths and weaknesses of marketing in this nation. Their methodology is controversial: they target 172 major myths that they believe are sapping the vitality of America's business enterprises, including the assumption that "most marketing programs work." The authors expose what they consider to be the faulty logic and managerial fallacies that undermined efforts in the 1980s to cope with planning, research, marketing channels, brand equity, gap analysis and sales force management. While the assessment of myths is engaging and the coverage of positioning and small business issues enlightening, the book frequently leaves the reader wanting more hard data to understand both the problems and the proposed solutions. Fortune Book Club dual main selection.
Copyright 1993 Reed Business Information, Inc.
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Book Description McGraw-Hill, 1995. Paperback. Book Condition: New. 1. Bookseller Inventory # DADAX0070113610
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800701136191.0
Book Description McGraw-Hill, 1995. Paperback. Book Condition: New. book. Bookseller Inventory # 0070113610
Book Description McGraw-Hill, 1995. Paperback. Book Condition: New. Bookseller Inventory # P110070113610