Great Answers To Tough Marketing Questions 2nd Ed.

Description:
Refreshingly easy to read - and use - 'Great Answers to Tough Marketing Questions' provides a mix of challenging, intriguing and entertaining questions. The accompanying illuminating answers are guaranteed to give your skills and knowledge an immediate boost. Whether you're a first-time manager, a student of marketing or even a seasoned practitioner, you'll find Paul Smith's original, fast-paced approach inspiring. Spot-on answers reveal both practical solutions and deeper insights into every aspect of the marketing discipline. You'll find out: why so much marketing is bad marketing; how to produce a winning marketing plan; why every marketing mix is unique; how to integrate the new media; how to do low-cost market research; which are the most powerful and proven techniques; what the big players can teach us; and much, much more. 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!

Review:
'Buy this book... you will be richly rewarded for your efforts with greater market and competitive success.' Warren Keegan, Professor of Marketing and International Business and Director of the Institute of Global Business, Pace University, New York 'A humorous, essential quick-reference guide to marketing... this is 'edutainment' at its best.' Peter Jones, Worldwide Training Manager, IBM Global Services

Author Biography:
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.