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Book Reviews
Marketing
from Advertising to Zen
A
great refresher and reference book for marketing professionals,
and an easy introduction to the topic for anyone who needs
to learn about marketing for the first time. The book comprehensively
covers the subject of marketing, in short and well-focused
chapters.
The author has over 30 years of business experience as
well as academic experience at London Business School.
He manages to combine these well to produce a book that
introduces the key principles and concepts of marketing
in way that makes them relevant and easy to absorb.
Each chapter starts with a summary of 'Key Issues' and
ends with a 'Memo to file' containing bullets on how to
apply the topic in practice (some of which are more useful
than others).
The full list of chapters gives a flavor of his approach:
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Introduction:
Pathways in Marketing
Advertising Kite High
Brand Equity
Category Management and Other Heresies
Distribution Channels
Extensions and Brand Families
Failures Bring Success
Global Marketing
Heritage Matters
Information Systems Survival Kit
Beyond the J Curve
Kamikaze and Guerilla Marketing
The Educated Lunch
Marketing Today and Tomorrow
Novation
Organization Structure and Entropy
Positioning - Marketing's Martial Art
Product Satisfaction
Packaging for the Party
Pricing in Grandmother's Footsteps
Public Relations are Private Affairs
Promotions, Coupons and Giveaways
Personal Selling
Pragmatic Planning
Quantity Ergo Sumo
Relationship Marketing
Research is Always Incomplete
Surgical Segmentation
Training the Professionals
Ugly Ducking
Value Marketing
Which Agency?
The Rule of 'X'
'Yes' is No Decision
Zen and Now
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Click on item to
purchase at Amazon |
Although some of the chapter titles may seem a little abstract,
the content is certainly not. He quickly gets to the point
and deals with the subject in a practical manner.
Well worth reading, and a book to come back to again
and again to refresh your understanding of marketing.
| |
An
outstanding practical approach towards real world
marketing.
Paul
Clayton, Senior Vice President, Worldwide Marketing,
Burger King
A
unique blend of expertise, wisdom and humor. A must
for marketers.
James
Hulbert, Professor of International Marketing,
Graduate School of Business, Columbia University
|
Buy
it at Amazon.
Brand Manual
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