Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing

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9780070111240: Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing

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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About the Author:

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

From 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 Book Condition: 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. Bookseller Inventory # 8945733012

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Book Description Blacklick, Ohio, U.S.A.: McGraw-Hill, Blacklick, Ohio, U.S.A., 1993. Hardcover. Book Condition: New. Dust Jacket Condition: New. 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 business today and provides solutions that can be adapted to most every business situation. The authors show marketers how to eliminate the myths that are killing brands, products, services, and companies throughout the world. Readers will learn how to self-correct more than 100 prevalent death wish marketing fallacies. Bookseller Inventory # ABE-828226008

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