Know-How Exchange : Book Club

Katya's book offers a great step-by-step tutorial in marketing for any organization or business -- in my mind. Maybe she doesn't want to hear that (sorry, Katya!...) but I couldn't help but think of lots of business owners I know (most of them small business owners) who could gain valuable insight from this book. At the same time, I also thought about people I know who participate in volunteer-run organizations -- everything from nonprofit preschools to political organizations to municipal committees. The cool thing about this book is that the language is clear and direct -- making it accessible to non-business types, as well.

I wonder if Katya should modify the title for the next printing: Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes (*and Practically Everything Else, Too!)

Just kidding about that... but I did find Katya's book easy to read, digestible, and clear.

The same thoughts crossed my mind when I read this book. In fact, I'd go out on a limb and say that this book was one of the best organized books that I've read in a long time. The consistent structure pulled me through and made me want to continue.

Also, when reading RHM, I couldn't help but wonder how we could do the reverse and steal ideas from Just Causes and use them in Corporate settings. There's a lot of creative thinking going on in the not-for-profit world that can be used anywhere.

Great book, Katya!

Thanks everyone! I'm gratified by the view that the book could help more than just charities. In fact, Ann, maybe I should take you up on "and everything else" for the title - it might boost those sales!

Seriously, something that a corporate marketer told me the other day was an epiphany for me but won't be for you all, who already picked up the thought: it's not just charities that get in trouble because they tend to believe their cause is inherently desireable and therefore talking about it is enough. Companies can fall into the same trap with their products. As marketer Alan Andreasen (no relation) says, nothing is inherently desireable. You can't get customers do/think what you want - you can only get them to do what they think is in their best interests.

I really liked the book's structure by chapters; main points at beginning of each chapter; interview at end.

There were some very reflective moments, that brought me full circle to my product development studies. Because we're selling an intangible feeling, induced by action, and resulting in real-world benefits to third parties....we have to expand our view of marketing beyond a limited marcom/advertising model, to a systems model. A little deep, but I hope not complex! :)

I thought the book was very accessible for readers of all levels of marketing experience.

It's an enjoyable, quick read that has a lot of meat on the bone. I found myself finishing it and then going back and re-reading certain sections and chapters.

I thought there were rock solid take aways in every chapter.

I agree with everyone else that said this is just as relevant for the profit sector.

Drew

Hi!

First of all i'd like to praise the idea of this book club. I applied recently and got one of those 50 free books. Althought i live in Slovenia (Europe) the book came very fast. Thanks for that!

I didn't read the book yet, but the first 100 pages are great. It's easy to read, understandable (english isn't my mothers language) and in a way very innovate. Interviews are great and give a lot of information. Especially to people like me - marketing beginners. I'm sure the rest of the book will be as good as the beginning.

Once again thanks alot to you Cristina and other people involved in this Book Club and also to the writer.

Marko