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

Clancy, Kevin J.; Shulman, Robert S.

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16 ratings by Goodreads

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

Hardcover

ISBN 10: 0070111243 ISBN 13: 9780070111240

Publisher: McGraw-Hill, 1993

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Clears up misconceptions about marketing, looks at specific cases, and offers practical advice on assessing a marketing approach

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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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