Title: Truly intelligent marketing advice
Review: This book could serve as a textbook, or a reminder, about how corporations should go about marketing - but rarely do. The part about "testosterone-driven marketing" will particularly ring true to anyone who has ever dealt with a VP of Marketing.The book takes the reader through the steps of targeting, strategy and positioning. And it provides detailed explanations about how to use market research as part of marketing development.The book is not a "light read" - but it's well worth the effort.
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