Great Answers to Tough Marketing QuestionsBy PR Smith, Kogan Page, 1999, ISBN 0-7494-3018-4, £12-99 (£15.09 inc p&p) This is a book for people who already know the “how” but need
to understand the “why”. What it does though is put marketing in its organisational context and explain why certain approaches and attitudes are vital if an organisation is to thrive and grow. Marketing is one of those words that are constantly misunderstood. It is not about media coverage (although it can include that) and it is not about promotional mechanisms (although again these are usually part of the mix). Marketing itself is a much larger subject, something this book makes very clear. Most of the Tough Questions provide useful and thought provoking answers. For most organisations, the section on marketing planning and that on integrated communications will be key. Particularly useful is the way the author has stressed the need to get the organisational structure right. Tough Questions is one of those rare marketing textbooks, one with a sense of humour. This makes it an easy read rather than a chore. It won’t solve all your marketing problems, but it will certainly help you think about them in a much clearer way.
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