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Refreshingly easy to read - and use - 'Great Answers to Tough Marketing Questions' provides a mix of challenging, intriguing and entertaining questions. The accompanying illuminating answers are guaranteed to give your skills and knowledge an immediate boost. Whether you're a first-time manager, a student of marketing or even a seasoned practitioner, you'll find Paul Smith's original, fast-paced approach inspiring. Spot-on answers reveal both practical solutions and deeper insights into every aspect of the marketing discipline. You'll find out: why so much marketing is bad marketing; how to produce a winning marketing plan; why every marketing mix is unique; how to integrate the new media; how to do low-cost market research; which are the most powerful and proven techniques; what the big players can teach us; and much, much more. A new edition of this popular book, fully updated and revised to take account of the latest developments in the fast-moving world of marketing. Now includes brand new cases and up-to-the minute material on interactive marketing and e-business. 'Great Answers to Tough Marketing Questions' is unlike any other marketing book that you're likely to read. Discarding the usual theory and jargon, Paul Smith cuts to the chase to bring you sharp, succinct, no-nonsense answers to 120 of the most baffling questions any marketer is likely to face, such as: How do I devise a great marketing campaign? How do I evaluate the results? Why must I not ignore the new media? How do I integrate my marketing communications? How do I make a brand extension work? What are the 7 Ps? Why do customers buy? How do I make my budget work harder? Whatever stage you're at in your marketing career, you can't fail to learn something new with Great Answers to Tough Marketing Questions. Make sure it's top of your reading list!