Jason I. Miletsky, Michael Hand, "Perspectives on Marketing"
Course Technology PTR | 2009 | ISBN: 1598638718 | 377 pages | PDF | 1,3 MB
Who's the real marketing expert: the agency or the client? Each has a different approach to what really works and what consumers will respond to. Each approaches marketing strategy from a different angle - a different perspective - and without understanding both points of view, the picture is never fully complete.
Perspectives on Marketing is the first book to offer both sides of the story. In an easy-to-read, question/answer format, Jason Miletsky provides the agency perspective while Michael Hand gives the client point of view on topics including:
The dynamics of the client/agency relationshipThe foundations of marketing - what marketing's really aboutExecuting a successful effortThe best ways to measure resultsThe best and worst campaigns ever run
What makes this book different from other marketing books is that there is no author collaboration or sharing of information during the writing process. Neither author was aware of what the other was writing. The result is a fascinating, no-holds-barred look at marketing as both the client and agency see it, leaving readers with a list of action items and a better understanding of core marketing concepts to dramatically improve their strategies.
Summary: An interesting take on marketing
I really enjoyed this different take on marketing issues. Admittedly, I have not read too many marketing books. As a consultant and independent author, I do have some experience with a PR firm that honestly didn't go that well. Because of this, I liked being able to decide on each issue with which person I most agreed. The debate style made the book much more readable than a traditional and potentially long-winded tome on marketing. It was also much easier for me to skip topics that, while possibly interesting, didn't necessarily apply to me.