Most marketing textbooks are hundreds of pages long and are filled with term definitions that hardly anyone remembers. When it comes to implementing a marketing strategy, it’s difficult to remember the 4P’s (or 5 or 6 or whatever you follow) so it’s hard to put together a strategy that will work for the particular product/brand/company. Businesses are hungry for information on how to market effectively and this book takes a hands-on, step-by-step, easy-to-measure results approach to creating a marketing strategy that has been proven to work even at very large companies. Marketing Management: The Big Picture (Amazon affiliate link) fills the need for a book anyone can use to create an effective marketing strategy.
Information on how to create a marketing strategy is broken into easy-to-understand steps that together form The Big Picture. The steps are easy to remember so they can be used in real-world situations (who wants to drag out a big textbook). For each step in the process, the book walks through how to figure out that particular portion of the strategy, who in the company should be involved, and the consequences of different decision paths.
Once you figure out your marketing strategy, you’re also be shown how to measure it’s effectiveness and how to make improvements. Many companies think a marketing strategy should work right off the bat, but there often is quite a bit of change and improvement that needs to go on before a good implementation is found. Even with a good implementation, changes need to be made as the product and marketplace evolve.
At just 214 pages, including the appendices, anyone can spend a weekend learning how to put together a good marketing strategy. I highly recommend this book to anyone who wants to create a marketing strategy that works and is easy to measure. The Big Picture Partners also have a companion website with case studies, information, and a blog covering material from the book and updated information.
Sidebar – Am I worried about people reading this book and then not needing strategy consulting? Not really. This is a great introduction to marketing strategy, but no book is a replacement for years of experience and wisdom. And good business people know that they should focus on what they’re in business to do, outsourcing whatever someone else can do. There will be those people who don’t have the budget for outside help, and this is a great book to help them get started. Even for people who are going to use an outside consultant (or inside employees) for their marketing strategy, this book will give good background information to make the marketing strategy more effective and the process more efficient.
Have you read Marketing Management: The Big Picture? What did you think?
Marketing Management: The Big Picture (Amazon affiliate link)