Pocket Marketing

However good the products a business sells or the services it provides, its success will depend to a lrge extent on the quality of its marketing. In the sophisticated market-place of today, this is truer than it has ever been.

Pocket Marketing is a clear and lively guide to marketing skills and methods, containing:

• Concise essays on the secrets of marketing success, trends for the 21st century, the lessons of failure and the difference quality makes.
• An A-Z of key terms and concepts from ACORN to AIDA, through Diffusion and Harvesting strategy, to USP and Zap.
• Wide ranging appendices including a range of statistics on consumer spending, advertising and brands, and recommended reading.

• Introduction
• Part 1: Essays
• Consumers get real
• The renaissance of the brand
• Advertising
• The pitfalls of electronic commerce
• Part 2: A-Z
• Part 3: Appendixes
1. Biggest advertising agency groups, 1996
2. Top 10 advertisers in the United States, 1995
3. Number of computers per 100 population
4. Worldwide advertising expenditure
5. Advertising expenditure  as a % of GDP
6. Expenditure on television advertising, 1995
7. Top 10 US magazines by advertising revenue, 1995
8. Consumer spending by category, 1995
9. The top global brands
10. The best US business schools for marketing
11. Recommended reading

Totally useless. Spend the money on something better.