Publisher description for All you need is a good idea! : how to create marketing messages that actually get results / Jay Heyman.


Bibliographic record and links to related information available from the Library of Congress catalog


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Readers will find that without having to invent a new product or product line, increase their sales force or find a new channel of distribution, they can use the lessons in All You Need is a Good Idea! to create bright marketing and advertising ideas. This book is designed to help readers stand out in the marketplace, build market share, get publicity, appear larger than they really are and ultimately make their competition nervous. All You Need is a Good Idea! is intended to teach, coach and instruct readers in an informal, relaxed manner. Every chapter has three elements: First, a specific point about a part of the idea process is highlighted. This will assist the reader in understanding the development of creating a good idea; why that part of the process is necessary and what it should accomplish. Then a case history of a marketing effort I was personally involved with will further illustrate the point in the chapter. To make it all even more pertinent to the reader, each chapter will have at least one highlighted “Good Idea” portion, offering specific suggestions on how to think about relating the example being used to the creation of a marketing idea for their own business.


Library of Congress subject headings for this publication:
Marketing.
Advertising.
Small business -- Marketing.