Book description
Hard on the heels of the popular Marketing Greatest Hits comes volume
II, the definitive compendium of everything you need to know from the
best minds in modern marketing - abridged, condensed, and ready for
immediate action. As well as saving hundreds of hours of reading time,
the reader is able to grasp ideas with pithy accuracy, explain them
authoritatively to colleagues and, crucially, avoid being hoodwinked by
those who claim to understand a concept when in fact they have got the
wrong end of the stick. 40 books are summarised in six short chapters,
one-minute summaries, and one-sentence summaries to give an immediate
feel for the subjects. All the wisdom forms an intriguing 40-point
manifesto to inspire your approach. Kevin Duncan is a marketing
consultant and author. He has written five books, including Run Your Own
Business and Small Business Survival (Hodder), and So What?, Start, and
Tick Achieve (Capstone). They have been translated into a range of
languages, including French, Polish, and Russian. He has worked with
many high-profile clients in his consultancy, including BT, Ogilvy,
Orange and Saatchi & Saatchi.
