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Book Review: Advertising

Book Review: Advertising American Journal of Small Business, Volume II, Number 1, July, 1977 The chief weakness of this text is in the "gung-ho" approach to handling all situations. The impression is given that enthusiasm, a fighting spirit, and an indomitable will to win are the ingredients essential for an entrepreneur's success. All other ingredients such as a carefully detailed plan, a needed product or service, and the needed technology are relegated to secondary importance. It is noted that successful entrepreneurs are motivated chiefly by the desire to make a lot of money, and entrepreneurs with other motives must be content, at best, with a modest degree of success. This approach to entrepreneurial success is somewhat overdone in this text. Overall, this is an interesting, practical approach to the essentials of forming and nourishing the rapid growth of a firm. A wealth of references make it easy to learn the details about each area of action outlined in the text. JACK E. THORNTON, Virginia Commonwealth University JAMES S. NORRIS Advertising Reston Publishing Company, Inc. 1977 This book is ideally suited for those who are or will be involved in small business and who undertake advertising responsibilities. In the preface, the author indicates http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Journal of Small Business SAGE

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Publisher
SAGE
Copyright
© 1977 SAGE Publications
ISSN
0363-9428
eISSN
1540-6520
DOI
10.1177/104225877700200107
Publisher site
See Article on Publisher Site

Abstract

American Journal of Small Business, Volume II, Number 1, July, 1977 The chief weakness of this text is in the "gung-ho" approach to handling all situations. The impression is given that enthusiasm, a fighting spirit, and an indomitable will to win are the ingredients essential for an entrepreneur's success. All other ingredients such as a carefully detailed plan, a needed product or service, and the needed technology are relegated to secondary importance. It is noted that successful entrepreneurs are motivated chiefly by the desire to make a lot of money, and entrepreneurs with other motives must be content, at best, with a modest degree of success. This approach to entrepreneurial success is somewhat overdone in this text. Overall, this is an interesting, practical approach to the essentials of forming and nourishing the rapid growth of a firm. A wealth of references make it easy to learn the details about each area of action outlined in the text. JACK E. THORNTON, Virginia Commonwealth University JAMES S. NORRIS Advertising Reston Publishing Company, Inc. 1977 This book is ideally suited for those who are or will be involved in small business and who undertake advertising responsibilities. In the preface, the author indicates

Journal

American Journal of Small BusinessSAGE

Published: Jul 1, 1977

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