Question

Topic: Career/Training

Good Book For A New Marketing Associate

Posted by tech_marketer on 9/2/2010 at 8:59 PM ET 250 Points
I am working with a new marketing associate that is completely new to marketing and wanted to ask if there's a good book to help get her up and running.

I don't want something all encompassing like a Kotler textbook, but something very practical so she can understand the context of the projects and campaigns that she's involved in: like trade show management, lead generation and development, marketing budgets, online advertising, e-mail campaigns, etc.

I know MarketingProfs is a great resource for all these topics, but I hope there's a book that can at least get her a foundational understanding of how these activities fit together to increase revenue, awareness, and customer loyalty.
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RESPONSES

  • Posted by Peter (henna gaijin) on 9/3/2010 at 2:16 PM Member
    What industry are you in? What country? It is slightly possible that you can find a book specific to your company/geography.

    What does a "marketing associate" do? This is a very common title, and could cover just about any job duty in or out of marketing. Be good to for us to look for books that may match the job duties.
  • Posted by tech_marketer on 9/3/2010 at 2:19 PM Author
    I'm in B2B software, selling to circuit designers. It's highly technical so a challenge for her will be understanding the industry dynamics. But I think she can get by with a rudimentary understanding.

    Job duties (that I'm gradually exposing her to) are: trade show management, lead generation and development, marketing budgets, online advertising, e-mail campaigns
  • Posted by tech_marketer on 9/6/2010 at 7:15 AM Author
    Thanks all for your help,

    I'm definitely familiar with the "New Rules" and "Duct Tape Marketing" books, and I looked at the "Branding book" on Amazon ... I don't think those cover the fundamentals the way I had in mind.

    I need basic stuff, like "what is a lead" and "how it goes through the sales funnel", and something that explains the dynamics of B2B...

    it sounds like what I'm looking for may not exist... closest thing is perhaps the "How-To" guides on MarketingProfs... if anyone else has other ideas I'd appreciate it...
  • Posted by tech_marketer on 9/7/2010 at 1:17 PM Author
    Hello all,

    I'll keep this question open another couple of days, looking forward to more responses
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