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Click here to download the PDF version.
... books in brief by Stephen Matchett
The principals of the BrandQuest marketing consultancy explain how to build your business, promoting their own expertise in the process. This is straightforward stuff, designed for business people thrust into sales roles and expected to handle marketing in their spare time. It clearly and concisely covers the basics of the discipline without the complexities of an academic text or the self-help sophistry of inspirational authors. Instead, it sets out the key principles and why they apply to every organisation that needs to communicate what it offers. While the authors do not explain how to come up with the messages, they define the issues involved, making it easier for readers to recognise quality creative when they see it. This is not a book telling marketing graduates or experienced practitioners anything they did not already know - but they are not the book's intended audience.
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