The idea for this book emanated from two different circumstances happening around the same time: a consulting project for a local ice cream sandwich shop and classroom and academic department discussions at a university in Austin, Texas. These experiences led to the concern that strategic marketing methods were being taught in advanced marketing classes but were less accessible to those without marketing degrees or to people whose main interest is the business they run or the services they provide.
Much of the marketing how-to information available to that audience today is around digital marketing, social media, and getting “more eyeballs” for a product or service. There also seems to be a growing gap in the understanding of what marketing ...
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