Normal view MARC view ISBD view

Marketing myths that are killing business : The cure for death wish marketing / Kevin J. Clancy, Robert S. Shulman

Main Author Clancy, Kevin J. Coauthor Shulman, Robert S. Publication New York : McGraw-Hill, 1995 Description XXXV, 308 p. ISBN 0-07-011361-0 Abstract 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.
Topical name Marketing
Marketing - Gestão
CDU 658.8
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book IPAM Porto
658.8 CLA 2065 Available 2065
Total holds: 0

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.

There are no comments for this item.

Log in to your account to post a comment.