- Stop throwing thousand-dollar bills out the window and camouflaging spending as marketing-- demand that the money spent on marketing bring in more money in return.
- Cut through the myths that claim marketing is about advertising, public relations, or direct mail-- learn that it is about growing the revenue, profit, and valuation of the business.
- Fire your advertising agency if it even thinks about applying for a Clio or other creative award.
- Implement the marketing moratorium-- stop all marketing until you know how each component of your program justifies itself in dollars and cents.
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Book details

• Format Paperback
• Pages240 pages
• LanguageEnglish
• ISBN101400081696
• ISBN139781400081691