Marketing Your Business: A Guide to Developing a Strategic Marketing Plan

Finally a true marketing strategy book. If you want to know what the pros know, this is the book. Whether you are starting a new company, planning an event, or working as a consultant, the book provides clear checklists and samples, that make it a real resource to any business library.

Marketing Your Business is not a simple book. Rather, it is a compendium of all, or nearly all, the best-known marketing activities, techniques and consulting models. It could be used as a textbook for a college introductory course, as a do-it-yourself primer on marketing "from ground zero" or as a review and checklist for a consultant undertaking a strategic marketing engagement. It is equally adept for all those purposes.

The strength of the book is its breadth and completeness. Unfortunately, this means it loses any higher-level perspectives. Consider, for comparison's sake, the Brand Gap: How to Bridge the Distance Between Business Strategy and Design it has little detail, just very-high level perspectives to raise readers' understanding of branding strategies. The other book's key value is its insightful theories and observations. But to understand these insights and theories, the reader must be well versed in basic marketing techniques.

The choice is the reader's. For the beginner, for the student, or for someone needing a "check for completeness", such as a marketing consultant or marketing manager, Marketing Your Business is the ideal tome for your in-the-office library. It is best used as a reference work, rather than being read from cover to cover or it can be used as a study guide over a period of weeks or months.

For the right reader with the right needs, this is an excellent addition to their business library.

Richard P Tritter

Self-Assessment Practice Leader

Bat Yam, Israel