Customer Reviews

A Crash Course In Marketing

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Sure, good marketing builds good business. But this simple rule is not so simple to follow when you're a small business owner facing multiple demands on your time and money. A Crash Course in Marketing will streamline your efforts. It serves as a complete how-to for beginners, and a succinct refresher those who want to stay on track. As the authors remind us, marketing is doing what you already know you should do: know yourself, know your market, know your customers. But how to focus your efforts? Each of the 15 chapter titles asks a question of the reader, and the text is filled with exercises to provoke thoughtful and practical replies, as well as specific strategies on how to apply them. Bangs and Axman draw on their own experience, but the bulk of the material is collected from research, marketing materials, and the advice of experts. Every page contains at least one example from those who've been there, whether it's from the management at Coca-Cola, Amazon.com, or The Brick Store in Bath, NH. The book's tone is conversational, but not meandering -- to-the-point advice that's just right for a small business owner who must make smart decisions about where to put precious resources.

After providing advertising and marketing consulting services for over twenty-five years, I approached A Crash Course in Marketing with a certain amount of skepticism. I expected a superficial once-over that wouldn't really provide any action ideas. Boy, was I wrong! A Crash Course in Marketing provides a well as a refresher course in what I already knew (but have forgotten or overlooked) as well as introduces dozens of up-to-date (i.e. Internet savvy) ideas and techniques.

I judge the value of books by the number of underlinings and yellow highlightings on each page. When I was through, just about every page of A Crash Course in Marketing contained numerous underlinings and, most important, specific ideas I could reference to current client projects. The writing style is "up front and personal." Reading it is like sitting down at a Starbucks and sharing coffee and conversation with the authors. Each page contains relevant quotes and sidebars which drive home important ideas and provide real world examples of the ideas in action. Worksheets and suggested references enhance the value of what is, in itself, an extremely valuable.

I highly recommend A Crash Course in Marketing to newcomers as well as experienced consultants, entrepreneurs or corporate marketing managers who needs a quick review of the basics and some fresh inspiration. Perfect reading for your next airplane flight. A Crash Course in Marketing would be a bargain at twice the price.

After providing advertising and marketing consulting services for over twenty-five years, I approached A Crash Course in Marketing with a certain amount of skepticism. I expected a superficial once-over that wouldn't really provide any action ideas. Boy, was I wrong! A Crash Course in Marketing provides a well as a refresher course in what I already knew (but have forgotten or overlooked) as well as introduces dozens of up-to-date (i.e. Internet savvy) ideas and techniques.

I judge the value of books by the number of underlinings and yellow highlightings on each page. When I was through, just about every page of A Crash Course in Marketing contained numerous underlinings and, most important, specific ideas I could reference to current client projects. The writing style is "up front and personal." Reading it is like sitting down at a Starbucks and sharing coffee and conversation with the authors. Each page contains relevant quotes and sidebars which drive home important ideas and provide real world examples of the ideas in action. Worksheets and suggested references enhance the value of what is, in itself, an extremely valuable.

I highly recommend A Crash Course in Marketing to newcomers as well as experienced consultants, entrepreneurs or corporate marketing managers who needs a quick review of the basics and some fresh inspiration. Perfect reading for your next airplane flight. A Crash Course in Marketing would be a bargain at twice the price.

I read and reread this one! I was impressed with the ease of reading a book on marketing, and surprised that I wanted to read it again. It is filled with fresh ways to look at the usual marketing strategies and thought-provoking ideas that really get energy pumped into any business that wants to grow. I have two more of their titles, as well. They are quite an excellent team at communicating their knowledge of business in a very user-friendly way. I look forward to more books on business from Andi & Andy!

I have finished reading this book, and thinking on reading it again. There is so much to learn from it, good advice to follow. From all the books I have read this is one of the best.