Category : Content Marketing

Branding Content Marketing Marketing Book Reviews

Book Review #8: The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

Marketing Book Review: #8
Title: The Little Blue Book of Marketing: Build a Killer Plan in Less Than a Day

Author: Paul Kurnit and Steve Lance
Published: 2009
Pages: 273
Theme: Marketing Plan, Collaboration, Consensus Building, SWOT

About: Paul and Steve go over the details of organizing all of the movers and shakers within an organization in order to get them to come up with their brand identity and how to effectively position it within a competitive market.

My Take: The first half of the book goes over the details of how to organize a group of people to create a marketing plan. I got a lot more out of the second half of the book (starting at pg. 97) that went over the details of creating a marketing plan.

3+ Take Aways:
1. Prioritize your strengths
2. List your key products and/or services in your line that fulfill your brand promise.
3. “Does the product line offer a strong complement of attractive price points to power customer usage and loyalty?”
4. “What unique and meaningful benefit does my brand extend to my customers?” (pg. 116)

5. “Without a crystal-clear and distinguishing position, you have no shot of building a workable Plan, let alone a successful business.”

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Content Marketing Marketing Book Reviews

Marketing Book Review #4: How to Write a Marketing Plan

Title: How to Write a Marketing Plan
Author: John Westwood
Published: 2006
Pages: 106
Theme: Marketing Plans

About: This is a quick read on how to create a marketing plan from the perspective of a 65+ employee sized company that does not feature any social media.

My Take: It’s interesting to read how old marketing was done without the new social channels of communication. I liked how the author went over the specific definitions of a marketing plan and gave examples on what these were like. I was able to use some of the parts right away in my own business.

3+ Take-Aways:
1. “Your company’s ability to generate cash flow will be dependant, to a large extent, on the degree of market dominance that you have over your competitors.”
2. “If customers are unaware of your product, they will not buy it.”
3. Marketing Audit: detailed examination of the company’s marketing environment, specific marketing activities, and its internal marketing system.

4. Market segment = group of customers who all have similar needs

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Content Marketing Marketing Book Reviews

Marketing Book Review #3: Tribes by Seth Godin

Title: Tribes: We need You to Lead Us

Author: Seth Godin
Published: 2008
Pages: 148
Theme: Leadership, Community, Action, Movements, Social Media

About: Seth creates the concept of the Tribe, in terms of products, services, movements, and action via an impassioned individual who has vision and creates direction and empowers others to follow.

3 Take-Aways:
1. “Brown cows are boring, purple cows are worth mentioning.”
2. “Today, marketing is about engaging with the tribe and delivering products and services with stories that spread.”
3. “Leaders generate movement.”

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