Great Answers to Tough Marketing Questions
With 120 challenging and entertaining questions and answers, Great Answers to Tough Marketing Questions reveals why big budgets don't always produce results, how to produce a great marketing plan and what can be learnt from the world's biggest players. Cutting through theory and jargon, it should improve knowledge and skills.
A new edition of this popular book, fully updated and revised to take account of the latest developments in the fast-moving world of marketing.
Now includes brand new cases and up-to-the minute material on interactive marketing and e-business.
Great Answers to Tough Marketing Questions is unlike any other marketing book that you're likely to read. Discarding the usual theory and jargon, Paul Smith cuts to the chase to bring you sharp, succinct, no-nonsense answers to 120 of the most baffling questions any marketer is likely to face, such as:
- How do I devise a great marketing campaign?
- How do I evaluate the results?
- Why must I not ignore the new media?
- How do I integrate my marketing communications?
- How do I make a brand extension work?
- What are the 7 Ps?
- Why do customers buy?
- How do I make my budget work harder?
Whatever stage you're at in your marketing career, you can't fail to learn something new with Great Answers to Tough Marketing Questions. Make sure it's top of your reading list!
BOOK DETAILS :Paperback, 320 Pages, Dimensions 234 x 142 MM Language English.
Paul R Smith (PR Smith) is firmly established as one of Europe's leading marketing authors. A senior examiner for the Chartered Institute of Marketing's eMarketing Award, he is also an independent business consultant working on major international projects. He is a much sought after speaker and a regular contributor to the business and marketing press.
P R Smith's books are a distillation of over 20 years' marketing experience as a teacher, trainer and practitioner. He also draws on his skills as a successful entrepreneur to bring real-world thinking and originality to his writing. Further information can be found at his website www.prsmith.org.