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BOOK
Author Clancy, Kevin J., 1942-
Title Marketing myths that are killing business : the cure for death wish marketing / Kevin J. Clancy, Robert S. Shulman.
Imprint New York : McGraw-Hill, [1994]
©1994

LOCATION CALL # STATUS MESSAGE
 MUSKINGUM STACKS  HF5415 .C5278    AVAILABLE  
LOCATION CALL # STATUS MESSAGE
 MUSKINGUM STACKS  HF5415 .C5278    AVAILABLE  
Author Clancy, Kevin J., 1942-
Subject Marketing.
Alt Name Shulman, Robert S., 1951-
Description xxxv, 308 pages : illustrations ; 24 cm
Note Includes index.
ISBN 0070111243 (acid-free paper) : $19.95
OCLC # 28587270
Table of Contents
 Acknowledgments 
 Test Your Own Marketing IQ 
 Introduction 
1Myths about Business Performance1
2Myths about Marketing Planning11
3Myths about Marketing Department Organization33
4Myths about Marketing Decision Making43
5Myths about Marketing Research55
6Myths about the Marketing Climate69
7Myths about New Products81
8Myths about Targeting99
9Myths about Positioning121
10Myths about Advertising139
11Myths about Media Planning and Scheduling157
12Myths about Promotion171
13Myths about Public Relations187
14Myths about Pricing201
15Myths about Sales Force Management213
16Myths about Direct Marketing221
17Myths about Retailing235
18Myths about Customer Service243
19Myths about Test Marketing255
20Myths about Measuring Marketing Performance271
 Conclusion289
 Appendix: How to Grade Your Marketing IQ293
 Index301


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