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Title: Common sense basics for beginners
Review: Good for newbies to marketing. There won't be much here for those with a lot of experience. Fox does provide lots of good examples about what works and what doesn't work. The book focuses on:1) The main principles of marketing effectively to increase customer appeal and retention;2) Dangers to avoid when you plan your advertising or marketing;3) The importance of dollarizing everything you do in sales and service. This has to do with knowing the value of your product and pricing them based on the real worth of the product. Customers buy the product for the benefits it brings them. You need to dollarize your product based on the benefits it brings, not solely based on production costs. However, if you raise the price of your product, Fox points out that you will have to educate your sales force, your channels and your customers about the benefits of your product.
