Great Answers to Tough Marketing Questions

* From the author of the best-seller ""Marketing Communications""* Tackles some 120 sticky, tricky questions that can stump the most seasoned of marketers* Cuts through the usual theory and jargon* Light, easy-to-read, entertaining style* Every answer supported by an intriguing visual, or a thought-provoking quote* Updated to take account of all latest developments such as digital and e-marketing ""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 YorkRefreshingly easy to read -- and use -- ""Great Answers"" is like no other marketing book. 120 challenging and entertaining questions and answers guarantee a swift improvement in knowledge and skills. 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 donbt always produce results * how to devise a great marketing plan *what can be learnt from the worldbs biggest players *how to integrate the Internet into the marketing mix.Indispensable for students of marketing, or anyone interested in advancing their marketing career -- from the first rung, to the very top of the ladder.