#2852552 in eBooks 2001-11-30 2001-11-30File Name: B0027FF1R8
5 of 6 people found the following review helpful. A Guide For Entry Level MarketersBy David JohnsonThe book is good and cursory. I recommend it as an introductory book. However, the information is outdated and does not reflect current marketing knowledge and understanding. The book does not discuss value based pricing, an integral part of any modern day pricing and marketing policy. It's branding concepts are weak. Most people would be better off with an introductory marketing textbook whi"Addressing the practices of marketing with clarity and insight, this book is one of the best on the topic to come along for some time. The authors provide the novice with a clear overview of what marketing is all about and how vital marketing is to a company's welfare. While the book briefly coveMarketing Plans That Work, Second Edition, is a practical and insightful step-by-step guide to successfully preparing and executing a marketing plan. The book combines the very best of current practice with necessary theoretical and technical background. This new edition builds on the first edition's success by including new examples, the latest techniques, and new chapters on marketing strategy and e-commerce. It also adds technology to its focus in response to today's need to enhance sustaina... [PDF.te77] Marketing Plans That Work Rating: 4.86 (402 Votes)
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