- Paperback: 608 pages
- Publisher: Penguin Books Ltd (2 Oct 1997)
- Language English
- ISBN-10: 0140256911
- ISBN-13: 978-0140256918
- Product Dimensions: 21.4 x 13.4 x 4.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 447,604 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
This is a guide to "offensive marketing". Offensive marketing is a set of attitudes and methods that enable a company to innovate continually, to plan what is best for themselves rather than following competitors, and to respond to competitive moves by counter attack and not by imitation.
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Customer Reviews
Most Helpful Customer Reviews
11 of 11 people found the following review helpful
Format:Paperback
If you buy only one guide to marketing I would recommend this. At over 400 pages it's quite a read but its best used as a reference book rather than a management fad book you can take on the plane. Don't read it in one sitting! It's main advantages are the very complete checklists for everything from strategy formulation to agency evaluation and from pricing to positioning. These can help you make an immediate difference in the office from day one. It's good for students - (much preferable to Kotler for example because whilst Kotler is more wide ranging, he never seems to get off the fence) - but it's probably better for marketers and managers who are actually making business decisions.
11 of 12 people found the following review helpful
Format:Paperback
Ok, so it's over 400 pages but you have to plough through this in order to get the over-all view. Really your CEOs and senior teams should read it. In fact all your key decision-makers. It takes you through a PRACTICAL step by step guide how to tackle issues in depth and provide that serious "frame work" which seems to exist in all disciplines apart from marketing. For example, your finance and operations people can demonstrate a formula or structure to back their internal look at the company. They mostly remain worryingly concerned about internal processes and pushing bits of paper around without any idea on what they are doing to help retain customers (because its not their job they will say! ).
Most people view marketing with disdain believing they can do it as well as you. Its because they see it as selling or leaflets and events and expensive at that. Once you set out with elements of this book, they are not going to be so confident because quite rightly you can back up your arguments and this book acts in setting these out coherently. Certain marketing people maybe amazed of how businesses generally view marketing but I know overall there is considerable misunderstanding of marketing within many British businesses (just look at the banks) and hardly any in SMEs. This book can really help clarify what you should be concentrating on, not only you but your entire company! As managers and directors, we know we have to work on strategic issues rather than on tactical matters. It brings home how much we get sucked in and finish up tackling the wrong balance.
The book has many interesting real life examples and then demonstrates the "practical theory" it has drawn up. I found this helpful in understanding but if there is a down side, its so thorough as to leave you overwhelmed with what you should be doing. I also thought that a number of key issues did not get tackled until at the back and as usual, it mainly adopted the usual marketing Brand Manager approach while only partially acknowledging the service industry and much smaller concerns. When will there be a marketing book aimed at SMEs on a local basis or services will smaller budgets and NO intention of TV advertising? Should I write one!
Having said this, while not always appropriate to me (unlike say a brand manager), I feel this is book is a must because you are going to learn clarity, gain confidence and know what you doing is totally customer focused. The only reason why you are there at all!
Listmania!
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