Mastering the World of Marketing

Mastering the World of Marketing

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Taylor, Eric | Riklan, David John Wiley & Sons, Inc., 2011
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IN THIS SUMMARY

Marketing is changing, and many marketers feel overwhelmed with questions about how to respond to that change. At the same time, more information is available today about marketing than ever before. In Mastering the World of Marketing, Eric Taylor and David Riklan offer readers 50 individual articles on topics from social media to psychological triggers to networking. Each article is written by a different author who is an expert in a particular marketing topic or practice. The book’s purpose is to give readers ideas for marketing initiatives and act as a resource guide for marketers.