Estimated Reading Time: Less than a minute
Over the last year or so I’ve been working on a new marketing book. It has no title yet, but that will come. The concept is a concise marketing “handbook.” I decided to write it after years of encountering people in marketing who had never received training or instruction on the fundamentals.
The audience is the novice marketer or someone from one marketing function looking to understand another. A head of marketing may refer to the book to brush up on something he has not done for a while, or to bone up on a more advanced topic like budgeting or metrics.
I have tried to make the book a quick and easy read. I want to avoid the dry tone of academic marketing textbooks, and the bloat of single-topic marketing books that repeat themselves to bulk up to a book-worthy weight. The book contains lots of anecdotes and detail on the origins of many marketing practices, which I find fascinating.
So why post to the blog? Marketing is a vast topic area. Experiences vary. Consumer marketing is different from business to business marketing. Posting here is an attempt – an experiment – to harness the collective wisdom of marketers everywhere before we publish in book form. I will be posting the book serially, starting today with chapter 1 “Drucker, Levitt, the Four P’s and the Chasm.”
I’m sure I’ve missed something, gotten something wrong, or not explained something clearly. This is your chance to set me straight.