a field guide to modern marketing Beckwith, Harry creator text New York Warner Books 1997 monographic ENG xx, 252 pages ; 20 cm. 1 Getting Started -- 2 Surveying and Research -- 3 Marketing is Not a Department -- 4 Planning: The Eighteen Fallacies -- 5 Anchors, Warts, and American Express -- 6 The More You Say, the Less People Hear -- 7 Ugly Cats, Boat Shoes and Overpriced Jewelry -- 8 How to Save $5000,000 -- 9 Holding on to What You've Got -- 10 Quick Fixes. Harry Beckwith. Includes bibliographical references (p. 246-250). Service industries Marketing 658.81 BEC 9780446520942 0446520942