Marketing Myths That Are Killing Business

by Kevin J. Clancy

Believe that CEOs know a lot about marketing? That databases have all the answers? That if Procter & Gamble does it, it must be right? If you're like most marketers, you're awash in myths like these. They pervade your decision making and cloud your vision. Eventually they'll suck the very life from your organization - whether you're established or start-up, profit or nonprofit, MBA-heavy or mom-and-pop run. So roll up your sleeves, heave common "wisdom" onto the trash. Heap, and rescue your business before it's too late. In brash and brilliant style, two of the world's most renowned marketing consultants will open your eyes to 170 myths that are killing products, services, and brands. They'll steer you toward radical changes - unconventional, counterintuitive, razor-sharp - that will snatch you from the jaws of death wish marketing. Kevin Clancy and Robert Shulman draw on more than 50 years of combined experience in the marketing. Trenches and corporate boardrooms. The raw power and sw