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“A breadth of knowledge at your fingertips.”
The definitive compendium of everything you need to know from the best minds in modern marketing – abridged, condensed, and ready for immediate action.
The author has 25 years’ experience advising clients and agencies on their marketing issues.
Modern marketing is a blur of jargon with thousands of books all purporting to hold the key to relentless success. The working reality is often very different. MARKETING GREATEST HITS distils and summarises all the best current thinking so that you can become an authority yourself.
As well as saving hundreds of hours of reading time, the reader is able to grasp ideas with pithy accuracy, explain them authoritatively to colleagues and, crucially, avoid being hoodwinked by those who claim to understand a concept when in fact they have got the wrong end of the stick.
You need no longer be afraid to get to the point quickly. Six short chapters draw together the most important ideas using some basic unifying principles such as:
· Big theories are not necessarily complicated – this book makes sense of them for you
· Simple ideas that always work – you can apply them immediately to your business
· Broad and often misused concepts are clarified and demystified
· What is strategy? There is no mystery and plain language reveals all
· Case histories – treat them with extreme caution. If they were that easy, everyone would be doing it
· Marketing for big and small businesses - anyone can “do marketing” if they are well guided
· Making sense of all the jargon and buzz words
All 40 books are summarised on one page each to give the reader an immediate feel for the subjects, and although the points in the books are often contradictory, all the one-sentence summaries are drawn together at the end to form an intriguing 40-point manifesto to inspire your marketing approach.
‘Every marketer should have this on their shelf.’
Richard Hytner, Deputy Chairman, Saatchi & Saatchi Worldwide
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