AMA Handbook For Managing Business To Business Marketing Communications (Hardcover)

by J. Nicholas DeBonis (Author) "Many marketing communications professionals miss the real point of what they do..." (more)
Key Phrases: marcom mix, marcom expenditures, marcom activities, New York, Wall Street, American Marketing Association (more...)

Editorial Reviews

Review
"(De Bonis & Peterson) is one of those books you might buy as reference, thinking that one day, you probably would need something in it. And then, the darndest thing happens, you end up using it all the time. If you employ more than one person, or if you are an employee with the responsibility for creating and/or managing marketing communications, this book should be on your bookshelf. It should be in your briefcase. It focuses on the basics, but it gives such a good explanation of what marketing is, that even a seasoned professional marketing writer like me could learn more than a few tricks... well written, interesting and thought- provoking. ... It is an excellent book written by two professionals in a way that eliminates any question of credibility. ... Strategies, tactics, marketing, sales, options, rules, alternatives: What else could you expect from a timeless gem?

by Michael Lovas, Editor -- Financial Services Journal Online BOOK OF THE MONTH - 5/98 issue

Product Description
Provides the framework that will enable the marketing professional to get everyone in the organization to buy into integrated communications objectives and programs. DLC: Industrial marketing - Management.

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Product Details

• Hardcover: 384 pages
• Publisher: McGraw-Hill; 1 edition (April 11, 1997)
• Language: English
• ISBN-10: 0844235954
• ISBN-13: 978-0844235950
• Product Dimensions: 9.3 x 6.3 x 1.4 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #1,130,192 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

12 of 14 people found the following review helpful:

5.0 out of 5 stars Excellent and incisive review of a difficult job function, October 23, 1999

By	Mike Druttman ([e-mail]) (Israel) - See all my reviews

This book covers many of the points that you always were one the verge of asking but never quite know how. You can tell from the way that the book is written that the authors are speaking from a great deal of experience. What is more, the writing style makes reading a pleasure. I have no hesitation in heartily recommending this book, which takes a much-needed view from the top down. I have had over 20 years experience in MarCom, so I can speak from experience myself.

5.0 out of 5 stars Update on previous review (1999) of this Marcom book, November 8, 2007

By	Mike Druttman (Hod Hasharon, Israel) - See all my reviews

Many books have been written about Marketing Communications and this book, from 1997, is certainly quite dated now (nothing about the Internet). However that's not the point here. The whole e-marketing area can be added from other sources later.

The question is: Where does a young person turn to get a good general education about Marketing Communications? If you're a MarCom person in a company or an Account Executive in an Ad Agency, you're expected to 'get moving' with the job and just pick up knowledge as you go along! NO, THERE MUST BE A BETTER WAY! There is.

This book is VERY effective at explaining the fundamental principles behind Marketing Communications for technical/niche products. It offers an excellent top-down perspective. It is very easy to read and also has many useful action items, checklists etc. A previous reviewer said that the book is a bit 'control' dominated and that the information could be found easier elsewhere. Wrong on both counts! In the Marcom function, which is becoming SO IMPORTANT today in a world of 'me too' products and services, you do have to take control in order to make any progress at all for your agency or company. Secondly, you can keep roaming the Internet forever for the 'better' textbook in your field and never get to the position of knowledge that you need in this business.

My strong suggestion is to buy this book (perhaps at discounted second-hand rates) and study it carefully. I have over 30 years experience in Marketing Communications and have read many MarCom books. However this one stands apart as having lasting value and being a real career-builder.

Good Luck!

4 of 7 people found the following review helpful:

2.0 out of 5 stars A little control freakish, April 3, 2000

By	koba korsessey (Georgia) - See all my reviews

Admittedly, this book is now a little dated, but I just came across it at a friend's home and thought that I'd read it. There is many items worth looking at, but overall the information is available in other books and easier to find.