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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Clancy, Kevin J.; Shulman, Robert S.
Published by Mcgraw-Hill (1993)
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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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Book Description The McGraw-Hill Company. Book Condition: New. pp. 308. Bookseller Inventory # 5780602

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