Reader Accolades
“Mike’s approach to integrated marketing and his use of program blueprints are the tools that will keep the spirit of the guerrilla marketer alive.” Jay Conrad Levinson, author and the father of Guerrilla Marketing
“Mike has written a great inspirational “how to” book for business-to-business marketers in the Internet age. His examples and prescriptions really got my creative juices flowing! he shows you how to focus, align and motivate your executives, your distributed marketing professionals, your publicists, and your sales organization (direct and indirect channels). He explains how you can design holistic, integrated marketing campaigns that address the specific needs of individual customers in particular roles in targeted industries. This is customer-led marketing at it’s best!” Patricia B. Seybold, author, Outside Innovation, The Customer Revolution, and Customers.com
“A true ‘marketing process’ approach that aligns customers, sales and marketing for marketplace success. Practical and powerful.” Don Schultz, author and professor, Northwestern University and author of Integrated Marketing Communications
READER ACCOLADES
“Mike’s approach really helped me define a strategic approach to campaign planning and execution, in a very easy-to-understand and easy-to-communicate way.”
“This is more than an excellent book, it is also a practical and easy-to-use ‘tool kit’ to help the reader develop copmlex company-wide marketing campaigns successfully.”
“What I particular like is this book’s approach to understanding objectives first, then choosing programs that meet them, rather than the all-to-common practic of each function doing what they have always done before.”
“Mike’s insight and real-life perspective is refreshing, and extremely relevant.”
I used Mike’s book to build my company’s marketing plan for 2009. Although we are a small firm and I did not have to use every category presented in the book, the overall structure was helpful in two ways. First, my sales/marketing team used his terminology to come to a group understanding of what we were trying to accomplish. Second, I used all of the templates and PPTs available to organize my program and activities. I will be using his material again later this year to develop the 2010 plan. thanks, Mike!
I used Mike’s book to build my company’s marketing plan for 2009. Although we are a small firm and I did not have to use every category presented in the book, the overall structure was helpful in two ways. First, my sales/marketing team used his terminology to come to a group understanding of what we were trying to accomplish. Second, I used all of the templates and PPTs available to organize my program and activities. I will be using his material again later this year to develop the 2010 plan. thanks, Mike!
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