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Patten D. How to Market Your Business: A Practical Guide to Advertising, PR, Selling, and Direct and Online Marketing

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Patten D. How to Market Your Business: A Practical Guide to Advertising, PR, Selling, and Direct and Online Marketing
6th edition. - Kogan Page, London and Philadelphia, 2008. - 273 р.
ISBN 978 0 7494 5145 5
This is the sixth edition, the hrst written way back in 1985. While the internet has arrived, blossomed and overturned some people's conceptions of marketing, the principles, to my mind, remain largely the same. While in some cases the web will greatly assist small firms to grow, develop and compete against the big players, it will become increasingly difficult for searchers to winkle out what they want. As ever, niche players will achieve greater success if they learn to isolate their target audience and sell the benefits of their product, not try to compete with the big boys on price.
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