Question

Topic: Strategy

Looking For Book On Marketing Services

Posted by Anonymous on 1/27/2005 at 6:48 PM ET 125 Points
Our national marketing director has left and my position is changing to include local and national marketing tasks (national advertising, trade shows, etc.). I don't have a marketing degree, but I've had a lot of on-the-job training. I need a book or two to help me make the leap and develop an organized marketing system for national headquarters and the dozen branches around the country.
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RESPONSES

  • Posted by Chris Blackman on 1/27/2005 at 7:29 PM Accepted
    Congratulations on the new role and the extra responsibilities that go with it!

    Here's some great resources:

    1. This website, of course!

    2. Anything by Malcolm McDonald, e.g. "Marketing - A Complete Guide".


    3. www.quickmba.com has a whole bunch of useful stuff too.

    Why not get a marketing consultant to spend a day or two with you and write you a customised marketing manual for you to use?

    Do you have a marketing plan?

    Does the company have a proper, written business plan? If so, that's a great start.

    Let me know if I can be of specific help to you. Click though my name to my profile.

    ChrisB
  • Posted on 1/27/2005 at 10:11 PM Member
    I'll echo what others have said. This is the right time to bring in a consultant, even if it's just for a day or two. You won't regret it, and you might just get really lucky and find a resource who delivers so much value that you will want to keep him/her around for much longer.

    (I was brought in for a situation like this once, and the client relationship developed into a 15-year relationship.)
  • Posted by bobhogg on 1/28/2005 at 4:02 PM Accepted
    Ari...

    You mention in the headline of your question that you're looking for a book on marketing services. If your business is in the field of professional services, then one of the best people I've heard on the marketing of such services is a guy called Laurie Young, former Global Marketing Partner at PriceWaterhouseCoopers.

    I don't believe he has written any published material on the subject but I do have a copy of a slide presentation that he gave when we invited him to speak at our local CIM group here in the UK a couple of years ago. If you'd like a copy, drop me an e-mail (address on my profile page)

    Good luck,
    Bob
  • Posted by SRyan ;] on 1/30/2005 at 1:47 AM Member
    Ari, if you haven't already, make sure you spend some time searching the article archives here at MarketingProfs. (Use the Search BOX at the top of this page.)

    I have the attention span of a gnat. I find that I can get a LOT from the MProfs articles instead of books.

    Welcome aboard!
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