Reviewed by: G.A. “Andy” Marken, Marken Communications Inc., andy@markencom.com
If you’ve ever wondered where you could find the definitive book, the condensed encyclopedia on marketing strategy – product, branding, advertising, sales promotion and public relations – look no further. We’ve found it.
Despite the title of the book, we found it to be long on strategies but short on tactics. But then something has to give when you’re trying to cover a four-year marketing curriculum in a single book. But maybe it’s the kind of book “up and comers” want in our new instant access, instant information world where the Internet can put the knowledge of some of the best minds on our screen with just a few well chosen keystrokes.
The book gave us flashbacks to our years of slaving and studying for our MBA. Following graduation, we drew heavily from those books in our first four-five years in the real world. We were constantly being given a new project we didn’t have a clue about and had to become an overnight expert on the specific subject. At times like that we’d go home, snatch one or more of the books from the shelf and spend the evening reading the pertinent chapters. The next morning we’d go into the office ready to tackle the planning of the project with the confidence of someone who had been there, done that tens of times.
Stuart has packed 861 marketing strategies into his book … slightly more than two per page. So don’t expect a lot of meat in the various subject areas – especially in public relations. However, Marketing Strategies will be a helpful addition to your library because it helps you understand the interrelationship of all of the marketing and communications components. And if you get stuck on a term, aren’t certain exactly what it means and don’t want to expose your shortcomings, no problem. Simply pick up Marketing Strategies and leaf through Rogers’ writings. He’s explained more than a thousand names for marketing topics and included 16 appendices to help you.
Actually, the appendices and secondary research source listings may become the most helpful portions of the book to you.
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Marketing Strategies, Tactics, and Techniques - To learn more about this author, visit Andy Marken's Website.
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