|Item type||Current location||Call number||Status||Date due||Barcode||Item holds|
|Book||IPAM Porto||658.8 CLA 2065||Available||2065|
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.
Índice: Myths about business performance; 2. Myths about marketing planning; 3. Myths about markeitng departement organization; 4. Myths about marketing decision making; 5. Myths about marketing research; 6. Myths about marketing climate; 7. Myths about new products; 8. Myths about targeting; 9. Myths about positioning; 10. Myths about advertising; 11. Miths about media planning and scheduling; 12. Myths about promotion; 13. Myths about public relations; 14. Myths about pricing; 15. Myths about sales force management; 16. Myths about direct marketing; 17. Myths about retailing; 18. Myths about customer service; 19. Myths about test marketing; 20. Myths about measuring marketing performance.