on 17 June 2005
I enjoyed reading this book. It seems to be aimed at the small business owner who is not a marketing specialist, but realizes he needs to know enough to get an edge. It covers a pretty broad area including PR, advertising, image and brand building and has some pretty innovative ideas about how to get maximum impact for minimum outlay.
One theme of the book is that you should try and make every communication you ever send work for you. Don't just advertise on billboards, advertise on your invoices as well. This stuff is probably really obvious to a marketing specialist, but his insights opened my eyes more than once.
He has things to say about everything from company name and the colour of your logo, to the hours you choose to open. I heartily recommend it.