Managers Guide to Marketing, Advertising, and Publicity (Briefcase Books Series) Review

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Managers Guide to Marketing, Advertising, and Publicity (Briefcase Books Series) Review
What a convoluted mumbo-jumbo of a book with some OK content. I suppose if it was reworked as follows, then it would deserve 4 stars. I'll be charitable and throw it those stars.
I. Marketing
> 3. Marketing planning, step-by-step
> 14. Marketing research?
> 6. Positioning & brand personality
> 12. Public relations
> 11. Traditional print & broadcast advertising media
> 13. Online marketing
II. Marketing communications
> 1. What marketing communications can do for you
> 4. Marketing communications strategy: Basic principles
> 5. Marketing communications: Types
> 9. The most important creative elements of an ad
> 7. PitchPerfect Message Strategy
III. Media campaigns
> 8. Creating breakthrough advertising campaign ideas
> 2. Common marketing mistakes to avoid
> 10. Media planning & buying
It seems to me that the author is basically an ad guy. He creates pitches and sells ad space through media outlets. Not exactly the kind of person I recommend small business owners seek out for help. But such people do exist and serve a purpose for the big companies that just throw money into ad campaigns without trying to be too strategic about their marketing.
The author has trademarked something-called "PerfectPitch Message Strategy." See Chapter 7. I found this book to kinda be an advertisement for that product, process, or whatever he wants to call it. If you are interested in learning about it, then get this book. 4 stars!Managers Guide to Marketing, Advertising, and Publicity (Briefcase Books Series) Overview

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