Maximize marketing

Author: Thomas L. Collins
Publisher:
Publication Date: 2000-08-01
Features: There are three reasons to explain the value of this book: First, its own "marketing" has been extremely successful, with 250,000 copies published and translated into multiple languages; Second, the author's theoretical expertise is recognized by peers. Third, and most importantly, the global marketing company they co-founded, Luthro- Collins Worldwide Marketing Planning Network, has now become one of the most renowned marketing companies globally, with annual revenues exceeding $2.5 billion.
Maximizing Marketing is not a textbook or a practical guide, but a book about "thinking." Its purpose is not to solve specific advertising or marketing problems, but to inspire readers to rethink them in a new way so they can solve them themselves. The book is half descriptive and half advocacy. The author points out some inefficient and purely wasteful practices currently in use, offering many effective remedies to treat those outdated practices that are long past their prime.