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The Marketing Doctor’s Survival Notes: A Collection of Tips, Techniques for Survival from the Trenches of Corporate and Non-profit Marketing Paperback – January 21, 2013
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About the Author
Author Poulos has over thirty years of marketing experience, ranging from private enterprise, state and federal government, non-profit and charitable organizations. He has a B.S. degree in Marketing Communications from Northeastern University, Boston, MA, and has effectively served as Director of Membership Marketing for the National Grain and Feed Association, as Director of Marketing Communication for the National Printing Equipment Manufacturers Association (NPES), and as a consultant to a host of other non-profit clients including: Electronic Retailing Association, National Assn. Retail Pharmacists, National Association of Wholesale Druggists, National Geographic Society, and the National Society of Professional Engineers. Mr. Poulos has published over 20 articles on a variety of marketing topics in nationally published magazines and websites, has published weekly blog articles on non-profit and commercial marketing, management and customer service best practice, has been quoted as an expert in articles appearing on Fox News Small Business and MSN Main Street Business websites, was featured in the Global Edition of Who’s Who of Marketing Executives, and is a former board member and President of the Sales and Marketing Executives international, and is a member of ASAE, DMAW.
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That's the beauty of THE MARKETING DOCTOR'S SURVIVAL NOTES by David Poulos. Take this priceless book with you every couple of days, wherever you most enjoy going, and read a passage (typically one page). There's really enough food for thought in a single passage to contemplate and absorb for at least a couple of days. And there's enough material in the book, at that pace, to fuel your continuing education for a year.
Poulos is a pro who covers just about every aspect of marketing and many aspects of life, as well. His writing has the ring of authenticity and his words are filled with wisdom, the likes of which you won't find in many other places:
* Sometimes the question is more important than the answer (14).
* There are no bad ideas, just those that don't work (14).
* If you can't measure it, it's not really a goal (17).
* Timeliness is next to Godliness (17).
* Goals aren't about trying: they're about succeeding (18).
* Give your goals power: make them specific and measurable (18).
* We have the illusion of control, even though we can only test (20).
* A target audience never bought anything: it's PEOPLE who buy (31).
* Relevance is the only buzzword that is still relevant (39).
* Building your team means looking for folks who aren't you (41).
* Satisfied customers are not necessarily profitable customers (95).
* Integration is the key to marketing campaign effectiveness (113).
One measure of the value of a book is how much you highlight the pages and how many notes you take. By that measure, these SURVIVAL NOTES are one of the best values that money could possibly buy.
The author, an obvious veteran, offers a broad range of well-reasoned easy to read and digest sections composed of well over 200 articles, blog posts, and essays.
The material is expertly divided into key areas including branding, setting up campaigns, promotional tie-ins, trade shows and special events, coordination with sales and advertising, customer service, use of email, direct mail, use of social media, and many other components that will deliver maximum business growth from effective marketing.
The handy table of contents makes it easy to go to a particular area of interest or need and each chapter is followed by a clear and concise summary of its contents.
The best parts are the great real world examples to tie in this instructive and empowering content. I definitely put this book in the "must have"category!