Bluff your way in Marketing

Beschrijving boek

Preface

Marketing, someone said, is not a matter of life and death - it is much more important than that.
And, if you have ever been involved in situations like some of those discussed in this book, you could be forgiven for thinking [temporarily at least] that you were dealing with matters much more important than mere existence.
Bluff your way in Marketing though is not intended to depress you into leaving the Marketing business, or to warm you off ever entering it. It is meant only to show one mans method of survival in a jargon-infested jungle where preserving his own image seems just as important as presenting the image of whatever he is marketing.
No doubt, the book may tend to exaggerate [how much depends upon what your own experience has been] but it does this only to point out that no matter how much pressure one is subjected to, and no matter how many surveys, tests, reports and pseudo-scientific theories one is battered by, the only sure way to win in Marketing is to keep your rivals constantly off-balance.
The author sees marketing as a form of mental jiu-jitsu in which he must be ready always to use the efforts of his opponents against them: just as a judo wrestler turns the force of his adversary to his own advantage.
Once you master these techniques, according to the writer, the rest of Marketing is relatively simple Just use common sense and do what you planned to do in the first place.
We hope you enjoy reading Bluff your way. We think that despite its obviously humorous approach, it contains a thing or two worth learning. We also hope [being Marketeers ourselves] that reading the book might just give you some ideas of how you could use books in your business.