Publisher's Synopsis
Cut through the myths that claim marketing is about advertising, public relations or direct mailing - learn that it is about revenue, profit and valuation of business. Learn how to implement the marketing moratorium - stop all marketing until the knowledge of how each component in a marketing programme justifies itself in terms of pounds and pence. And above all learn how to demand that money spent on marketing actually brings in more money. Clear sensible suggestions for making money through marketing.' - Time Magazine'
