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Title: Short, and to the Point
Review: This little book contains 17 chapters, each one dedicated to a separate marketing principle--and each one written concisely and persuasively. The first section consists of seven chapters in which the general principles are discussed. The next section includes success stories from retail businesses, restaurants, professional practices, sales careers, and service businesses, with additional chapters about "Systems for Every Marketer" and "Customer Retention."A CD also comes with the book. The CD contains highlights from Dan Kennedy's seminar on direct marketing.
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