Is it all just bluff and bluster?
Is marketing a bluffer's paradise or do you need to know what's what, asks Dougal Paver.
Training comes in at third on the various entries on our P&L. If we could afford it it would be second.
As part of our on-going development we take our graduate trainees and more recent starters and occasionally give them quick immersion lectures on a given subject. One coming up is a bluffer's guide to marketing.
Now, as someone who studied hard over four years to secure his degree in marketing I can tell you it's not a subject you can master in an hour. But nonetheless, the notion is an intriguing one and I've used as my guide for the seminar the legendary "bluff your way in..." series of guides.
They call the Bluffer's Guides "a series of snappy little books containing facts, jargon and all you need to know for instant expertise." And, to be fair, amidst the humour and gentle mickey-taking there lurks a very good summation of the subject for the novice.
If you've not tried one, I'd recommend them. No surprises: Amazon has a great selection.
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