Publisher's Synopsis
Offered in this book are strong, practical guidelines and progressive tools for making sound marketing decisions and preventing and solving tough marketing problems. It presents real-life examples, personal experiences, quotes, vignettes and situations to illustrate key points. The book provides strategic and tactical concepts, identifies the most common trouble spots and describes how to avoid or solve them, along with the inclusion of a handy check-list, do's and don'ts, guidelines, helpful lists, "quick and dirty" rules and many other useful and easily-accessible advice for decision making. Also featured is a reference for looking up specific topics about major marketing issues.
