Author Stasch (marketing, Loyola U.) makes his point right away with a reference to a newspaper article that reported 572,900 new businesses started in the United States in 2003, and that
554,800 businesses failed that year. The reasons? The individuals who started failed businesses didn't understand their markets and their competitors, and had inadequate marketing strategies.
The author offers would-be entrepreneurs advice on how to avoid the most common marketing mistakes and create complete marketing strategies that will help them build successful, long-term
businesses. Several real-world examples are included to illustrate the author's points. Annotation 穢2010 Book News, Inc., Portland, OR (booknews.com)
