Marketing Myths That Are Killing Business: The Cure for Death Wish Marketing

This book set me on fire when I first read it. Along with that other masterwork "Marketing Mistakes" this gem of a book is a great antidote to the hype and testosterone that marketing generates. A breath of common sense. Another great book from Clancy et al. I'd recommend a full set of their books to anyone, not a dud among them. For more of a similar vein try: - Marketing and the Bottom Line (ISBN: 0273661949) - Marketing Payback (ISBN: 0273688847)

As a business consultant, one of the most important things I can do for my clients is to help them overcome their "time honored traditions". While you might think that the need to call in outside consultants is indicative of management's recognition that the current way of doing things isn't working any more, quite often the opposite is true. Organizational inertia, especially in the area of marketing, is often difficult to overcome. This book has helped me countless times in assisting organizations in overcoming "old thinking" and in moving their marketing strategies forward. If you have any questions, please feel free to email me - [email protected].

Not only is it easy to read, but it's shocking in its ability to zero in on what's wrong with the marketing business. A must read! For those who want more detail, try reading their first collaborative effort, The Marketing Revolution. Bottom line--if you buy no other marketing book, buy one of these two books. They are Marketing Bibles with enormous power. Why? Because they lay out in excrutiating detail how marketeers have been relying on well-worn mths to conduct business--myths that have no basis in fact. Thus, is it any wonder that so many marketing efforts either don't work or when they do work can't be explained. I should know. Prior to reading these books, I fell for the same myths. Not any more, thanks to authors Clancy and Shulman. Gene Pinder Director of Marketing U.S. SPACE CAMP