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• catalog abstract "Believe that CEOs know a lot about marketing? That databases have all the answers? That if Procter & Gamble does it, it must be right? If you're like most marketers, you're awash in myths like these. They pervade your decision making and cloud your vision. Eventually they'll suck the very life from your organization - whether you're established or start-up, profit or nonprofit, MBA-heavy or mom-and-pop run. So roll up your sleeves, heave common "wisdom" onto the trash. Heap, and rescue your business before it's too late. In brash and brilliant style, two of the world's most renowned marketing consultants will open your eyes to 170 myths that are killing products, services, and brands. They'll steer you toward radical changes - unconventional, counterintuitive, razor-sharp - that will snatch you from the jaws of death wish marketing. Kevin Clancy and Robert Shulman draw on more than 50 years of combined experience in the marketing. Trenches and corporate boardrooms. The raw power and sweeping scope of their insights will lead you to rethink your entire marketing strategy, one debunked myth at a time. Here are just a few of the accepted "truths" you'll learn to reject: Partnership Marketing, TQM, Corporate Reengineering, and Brand Equity are surefire ways for building business. The best place to recruit marketing talent is from packaged goods companies. Small shops can't compete with giants like. Walmart. Big customers are your best customers. Focus groups are a serious marketing research tool. The most appealing products are the most profitable. Retailers know a great deal about their customers. Buyer and trade promotion are profitable things to do. 100% customer satisfaction and retention are smart business objectives. Finance should be the center of the Business Solar System.".
• catalog contributor b5321079.
• catalog contributor b5321080.
• catalog created "[1993], c1994.".
• catalog date "1993".
• catalog date "[1993], c1994.".
• catalog dateCopyrighted "[1993], c1994.".
• catalog description "Believe that CEOs know a lot about marketing? That databases have all the answers? That if Procter & Gamble does it, it must be right? If you're like most marketers, you're awash in myths like these. They pervade your decision making and cloud your vision. Eventually they'll suck the very life from your organization - whether you're established or start-up, profit or nonprofit, MBA-heavy or mom-and-pop run. So roll up your sleeves, heave common "wisdom" onto the trash.".
• catalog description "Business performance -- Marketing planning -- Marketing department organization -- Marketing decision making -- Marketing research -- Marketing climate -- New products -- Targeting -- Positioning -- Advertising -- Media planning and scheduling -- Promotion -- Public relations -- Pricing -- Sales force management -- Direct marketing -- Retailing -- Customer service -- Test marketing -- Measuring marketing performance.".
• catalog description "Heap, and rescue your business before it's too late. In brash and brilliant style, two of the world's most renowned marketing consultants will open your eyes to 170 myths that are killing products, services, and brands. They'll steer you toward radical changes - unconventional, counterintuitive, razor-sharp - that will snatch you from the jaws of death wish marketing. Kevin Clancy and Robert Shulman draw on more than 50 years of combined experience in the marketing.".
• catalog description "Trenches and corporate boardrooms. The raw power and sweeping scope of their insights will lead you to rethink your entire marketing strategy, one debunked myth at a time. Here are just a few of the accepted "truths" you'll learn to reject: Partnership Marketing, TQM, Corporate Reengineering, and Brand Equity are surefire ways for building business. The best place to recruit marketing talent is from packaged goods companies. Small shops can't compete with giants like.".
• catalog description "Walmart. Big customers are your best customers. Focus groups are a serious marketing research tool. The most appealing products are the most profitable. Retailers know a great deal about their customers. Buyer and trade promotion are profitable things to do. 100% customer satisfaction and retention are smart business objectives. Finance should be the center of the Business Solar System.".
• catalog extent "xxxv, 308 p. :".
• catalog hasFormat "Marketing myths that are killing business.".
• catalog identifier "0070111243 (acid-free paper) :".
• catalog isFormatOf "Marketing myths that are killing business.".
• catalog issued "1993".
• catalog issued "[1993], c1994.".
• catalog language "eng".
• catalog publisher "New York : McGraw-Hill,".
• catalog relation "Marketing myths that are killing business.".
• catalog subject "658.8 20".
• catalog subject "HF5415 .C5278 1994".
• catalog subject "Marketing Decision making.".
• catalog subject "Marketing Management.".
• catalog subject "Marketing.".
• catalog subject "Organizational effectiveness.".
• catalog tableOfContents "Business performance -- Marketing planning -- Marketing department organization -- Marketing decision making -- Marketing research -- Marketing climate -- New products -- Targeting -- Positioning -- Advertising -- Media planning and scheduling -- Promotion -- Public relations -- Pricing -- Sales force management -- Direct marketing -- Retailing -- Customer service -- Test marketing -- Measuring marketing performance.".
• catalog title "Marketing myths that are killing business : the cure for death wish marketing / Kevin J. Clancy, Robert S. Shulman.".
• catalog type "text".