MAXIMARKETING: The New Direction in Advertising, Promotion, and Marketing Strategy by Stan and Thomas L. Collins Rapp

MAXIMARKETING: The New Direction in Advertising, Promotion, and Marketing Strategy

By
Email this review

KIRKUS REVIEW

A handbook for those who want to more effectively market their products in a changing consumer environment. The real message here is, wake up to the 80's and 90's and utilize the appropriate strategies to sell to a maturing marketplace. Using a combination of geographic as well as demographic trends can help avoid common faults in advertising. Rapp and Collins suggest, for example, taking advantage of relatively current developments such as computerized prospect lists, detailed user files and other demographic databases on a large percentage of the public. Maximarketing contains a plethora of both good and less-than-good examples of marketing techniques and campaigns that have been attempted by established American firms. Potential trouble spots are carefully unearthed and realistic plans for more successful campaigns are included. While there is really nothing innovative introduced here, proven practices are thoughtfully reexamined and explained. A handy and useful refresher course in marketing, despite the hype of the title.

Pub Date: Nov. 17th, 1986
Publisher: McGraw-Hill