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Perspectives on Marketing Paperback – March 23, 2009
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Part 1: The Relationship. Part 2: The Foundations. Part 3: Getting to Work. Part 4: Evaluation. Part 5: Just for Fun. Closing Remarks.
About the Author
Jay Miletsky is CEO and executive creative director of Mango(formerly PFS Marketwyse), a leading marketing communications agency in the New York metro area. His marketing work has included successful consultation and campaigns for companies including Hershey's, AmerisourceBergen, Emerson Electric, JVC, The Michael C. Fina Company, and more. Miletsky is a featured speaker for numerous companies and seminars as well as a guest lecturer for universities. He is the author of 10 books, including Perspectives on Marketing and Perspectives on Branding, and he blogs regularly at jaymiletsky.com and getperspectives.com. You can follow him on Twitter at http://twitter.com/jaymiletsky.
Top customer reviews
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Miletsky helps us understand the motivation behind a lot of agency attitudes and approaches and Hand brings a refreshingly humorous yet grounded and fair client perspective to the table. Together through their commentary, they identify successful ways to communicate and to "deal" with problems and challenges so that they don't feel like the end of the world. It's a must-read, especially for ad agency folks.
Michael Hand claims to be a brand expert. He answers the 101 questions from the client (buyer) perspective. And Jason Miletsky is an Internet marketing expert. He answers the 101 questions from the agency (seller) perspective. To see the list of 101 questions use the Search Inside feature Amazon offers. They are all listed under the Table of Contents tab.
There are so many questions in this book. And so many short answers that reading the book kinda felt like reading a blog. But I must say the answers were well thought out and better written than most blog posts. 4 stars!
PS. This book is part of a 4-book series. The other three titles are:
>>Perspectives on Branding
>>Perspectives on Increasing Sales
>>Perspectives on Managing Employees
After reading Perspectives of Marketing, you are going to come away with a lot more than you bargained for when you first picked the book up. This book contains everything from discussions on how agencies should work with their marketing clients to thoughts on the future of online marketing to the value of Super Bowl advertisements. Every segment of the book is written in a way that demonstrates that the authors have lived and breathed this stuff for years and have actually been faced with the challenges they are discussing. Through the 377-page journey, you will come to know the authors, since their writing is full of personal anecdotes and perspectives.
However, no book is perfect. The format of the book is very content-heavy and will wear on the reader who is trying to finish the book in a marathon reading session. To combat this, the authors included multiple guest posts to add some new ideas and fresh perspectives into the text. The writing is never dull though, as the writers have an irreverent and informal style as they spar with each other on different topics. There is no right and wrong to the questions they answer in this book, and they answer each question thoughtfully and comprehensively.
Surprisingly, this book is actually a good resource for more than just marketing. As a consultant, many of the nuances of the agency-client relationship apply easily to other types of client relationships. I found I was able to glean a number of insights on how to manage my clients, defend against competitors, and deal with difficult situations. That being said, this book belongs on the shelf of those individuals who want a comprehensive resource on marketing. There is a wealth of information available, conveniently categorized and easily accessed. This book has certainly earned a place in my library.
Reasons to buy:
* A unique and powerful format for addressing marketing topics
* Two very experienced and talented authors who are able to distill their wisdom into the written word
* A wide variety of marketing topics are discussed, some that are not well-covered in marketing literature such as the client-agency relationship
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PERSPECTIVES ON MANAGING EMPLOYEESPerspectives on Managing EmployeesRead more