D. V. L. Smith, J. H. Fletcher
ISBN: 0-470-84424-8
Cloth
248 pages
March 2004

This book reaches out to marketing professionals who are bombarded with information from which they must draw conclusions to make valid business judgements. Underpinned by research and methodology, the authors offer an accessible way for marketers to understand their current deciphering processes and to find new ways of interpreting information to make better judgements. Each chapter is packed with anecdotes, checklists, techniques and quick hints and tips that help the reader. Case studies throughout offer examples of how bad judgements have been made in the business environment, simply because of an inability to 'read' available information correctly, complete with scenarios on what would have happened if that information had been read in a more scientific way.