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Great Answers to Tough Marketing Questions

By P R Smith (1999, Kogan Page, ISBN 0-7494-3018-4,
£12-99 [£15.09 inc p&p*])

This is a book for people who already know the ?how?, but need to understand the ?why?. It won?t tell you how to organise a direct mail programme, or box office, or write effective press releases. It does, however, put marketing in its organisational context and explain why certain approaches and attitudes are vital if an organisation is to thrive and grow.

Marketing is one of those words that is constantly misunderstood. It is not about media coverage (although it can include that) and it is not about promotional mechanisms (although these are usually part of the mix). Marketing itself is a much larger subject ? something this book makes very clear.

Most of the Tough Questions provide thought provoking answers. For many organisations, the sections on marketing planning and integrated communications will be very useful.

Tough Questions is one of those rare marketing textbooks with a sense of humour. This makes it an easy read rather than a chore. It won?t solve all your marketing problems, but it will certainly help you think about them in a much clearer way.

Review by Paula Keaveney, editor of Marketing for the Voluntary Sector, published by Kogan Page.

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