Sinopsis
So you think you know marketing.Think again. Lies Start-ups Tell Themselves to Avoid Marketing uses the tough love approach to steer you clear of the pitfalls and self-deceptions that have been the undoing of many when confronted with the harsh realities of today's marketplace. Sandra Holtzman and Jean Kondek employ their combined 40+ years' worth of marketing savvy to cut through all the usual malarkey-and, let's face it, bullsh&#*-to give you a streamlined approach to successfully launching a product, service, or company. Better than a handbook, Lies Start-ups Tell Themselves provides 10 fast-track, step-by-step chapters for planning and implementing a successful marketing program that you can get started on TODAY.The writing is clear and concise, breaking down concepts into bite-sized, easy to grasp nuggets for today's busy audience. Moreover, each chapter is stand-alone and immediately actionable.It doesn't take a rocket scientist to understand the value of a well thought out marketing program. But carving your niche in the marketplace can be a daunting task. Lies Start-ups Tell Themselves to Avoid Marketing guides you through the pitfalls and challenges to a successful start-up or product launch.
Acerca del autor
Sandra Holtzman founded Holtzman Communications, LLC in 1997. She has over 20 years of expertise in virtually every area of pharmaceutical advertising (ethical, OTC, DTC) in every medium and has worked in information technology, nanotech, chemical, emerging and converging technologies, consumer advertising (including the launch team of the Acura car), news, and the feature and industrial film business. Sandra is also the Co-Chair of the New York Chapter of the Licensing Executives Society; marketing columnist for Lab to Wall Street, a webzine focusing on biotechnology with C-level international readership (www.labtowallstreet.com); author of “Websites that Click” in the January 2005 issue of Pharmaceutical Executive; and author of a chapter on marketing in A Comprehensive Guide to Business Incubation, the top-selling book published by the National Business Incubation Association. She lectures about marketing and creating effective web sites, and sits on industry panels. Jean Kondek heads up her own newly launched agency, Black Dog Marketing Services. She has over two decades of experience working as a strategic marketing executive and Creative Director/Copywriter in agencies such as Lintas, Y&R, McCann Erickson, BBDO, and Grey Advertising. During her time on Madison Avenue she worked on well-known national brands such as Nabisco, McNeil Labs, Advil, Dr. Pepper, Tampax, L’Oreal, 7-Eleven, Johnson & Johnson, Miller Beer, Old Milwaukee, AT&T, and Revlon. She has also worked in regional agencies, such as Princeton Communications Group, Inc., where her clients have included startups as well as established companies in the biotech, information technology, and healthcare markets, and on local businesses. She has won numerous awards including a Gold Lion from the Cannes Film Festival for commercials produced for 7-Eleven. Along the way she has taught marketing in community college and creative thinking at the School of Visual Arts in New York City. A
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