■ The Big Idea
A classic book on marketing services, with hundreds of quick, practical, easy-to-read sections; perfect for picking up anytime throughout your day. Beckwith tells you in simple and plain language why focus groups don’t really tell you anything, what positioning really is, and outlines eighteen common planning fallacies. A basic marketing guide that refreshes the mind after reading so many gurus and faddish ideas, now here’s a book with timeless ground rules that are supported by real world stories.