Creating Relevance in a Time of Uncertainty

Creating Relevance in a Time of Uncertainty

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Marketing, when you boil it all down, deals with just two things: figuring out who you want to sell to and then determining how you are going to get them to buy your product, service, or idea. In Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition, Andrea Coville, who heads a global marketing and public relations agency, successfully showed us how to get today's busy, distracted consumers to buy. Booklist called Relevance a thought-provoking guide to success in today's noisy communications world. Here, in her follow-up work, Coville's focus is on helping you cre...