품목정보
발행일 | 2002년 08월 01일 |
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쪽수, 무게, 크기 | 288쪽 | 549g | 160*230*20mm |
ISBN13 | 9780470844991 |
ISBN10 | 047084499X |
발행일 | 2002년 08월 01일 |
---|---|
쪽수, 무게, 크기 | 288쪽 | 549g | 160*230*20mm |
ISBN13 | 9780470844991 |
ISBN10 | 047084499X |
'Mark tears up a lot of what we are secure and familiar with (fundamental notions such as "brand" and "consumer-orientation, " for instance), and, while giving us some of the new building blocks, he asks as many questions about the way forward without these familiar handrails, as he offers answers.' From the Foreword by Adam Morgan, Director of EatBigFish and author of best-selling "Eating the Big Fish"
'If the only thing you do is throw out your mission statement and grasp hold of a "purpose-idea" you will have a great return on your investment in Mark Earls' book.' Kevin Thomson, author of best-selling "Emotional Capital" and President of MCA Communicate
'Anyone who has ever challenged the shibboleths and practices of late twentieth century Marketing - especially the holy grail of "consumer insight" self-servingly invented by the Market Research industry - should read Mark Earls' comprehensive and tightly argued critique. Not only does it give us a rationale for notdoing it like that any more (3 cheers!) but it also offers a passionate book full of creative ways to do it differently and more productively (300 cheers!).' Virginia Valentine, author, and Founder of Semiotic Solutions
'There are many who will doubtless want to see Mark Earls burned at the nearest stake for suggesting that marketing is not the all-seeing, all-healing deity in which they believe. Enjoy your martyrdom, Mark. Truth is on your side.' Jon Steel, author of best-selling "Truth, Lies & Advertising - The Art of Account Planning"
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