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ISBN: 966-8644-12-3, 0749440228Издательство: Kogan Page Ltd
* Refreshingly easy to read and use, this is a marketing book like no other. * 120 challenging and entertaining questions and answers guarantee a swift improvement in knowledge and skills. "This is edutainment at its best: a humorous, essential quick-reference guide to marketing." -- Peter Jones, Worldwide Marketing Training Manager, IBM Global Services "Buy this book ...you will be richly rewarded with greater market and competitive success." -- Warren Keegan, Professor of Marketing, Pace University, New York The second edition of this popular book has been updated to take account of all the latest developments such as digital and e-marketing. Whether the reader is looking for a practical solution or a deeper understanding of an issue, the spot-on answers reveal: *Which are the most powerful, proven techniques *Why so much marketing is bad marketing *Why big budgets don't always produce results *How to devise a great marketing plan *What can...