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Essay / Research Paper Abstract
This 6 page paper evaluates this book that takes a unique approach to marketing. The review applauds the book for its authenticity and solid research. No additional sources cited.
Page Count:
6 pages (~225 words per page)
File: RT13_SA422HaS.rtf
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Unformatted sample text from the term paper:
is not just a mindless bunch of followers who are likely to jump on every gimmick that the media dishes out. Rather, the public is a thinking public that actually
weighs and measures various alternatives before making decisions. Based on the premises that there is a thinking population out there, and manipulation in the long run is not worthwhile, authors
provide tips and strategies that can be used by any firm. Because all companies to an extent engage in marketing, this book is certainly useful for the majority of people
engaged in active enterprises. The main point of view of authors is that other marketing experts have gotten things all wrong. Of course, that is a position of many authors
trying to sell books, but in this case it is a critique of the profession in general and well conveyed. Is marketing really about luring customers, gaining market share and
being the hit of the moment, or is it about building brand loyalty and satisfaction? The authors clearly think it needs to be the latter, even though it tends to
be the former. In fact, in part, this is what is addressed in the book. An important question to ask is whether or not the view is valid. Clearly, the
viewpoint has validity. Too often consumers are bombarded with advertisements and marketing campaigns that insult the intelligence of the individual. For example, in pharmaceutical advertising, many claims are made about
products. They are marketed in such a way as to suggest that they do more than other items. A multi-medication tablet for colds might be marketed as relieving stuffy noses
and helping the aches and pains of flu or throat symptoms. The packing is played up, as are the ads to provide quick relief. Yet, all that may be in
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