Hit's the mark with key messages
Having been a long time marketer for over 30 years and a self-described "student" of the business, it's easy to feel as though I've seen it all. Ms. McMurtry's book changed that for me. For once, it's apparent that someone in the marketing field "gets it". The strong emphasis on emotional marketing, a key component to why people buy; the emphasis on lifetime value of the customer; the real life examples of the wide range of topics she covers, should be required reading for anyone in a marketing function. It tells us point blank that if you are not in business to create emotional ties and experiential relationships in the marketing you do, you're not likely to grow your business--and that's why we are in business, isn't it? Thank you Ms. McMurtry for covering so much valuable ground in an easily readable volume.
Great for all types of small business!
Running a private music studio can be challenging, especially when it comes to the business end of things. Even though I have no employees, I found Ms. McMurtry's book immensely helpful. I especially appreciated the tips on identifying and connecting with my best customer. Learning how to write a marketing plan to support what I wanted from my business enabled me to keep my focus. The book helped me attract the type of students that best fit my needs while running my studio as an efficient, profit generating entity. I highly recommend it to sole practitioners, like myself.
Practical Advice with Immediate Value
While most books tell you what needs to be done, this one gives specific detail on *HOW* to do it. Within 10 minutes of cracking open this book I found several tools that will help my company determine the value of various customer segments - something we've managed on gut feel rather than actual customer data. The author also provides multiple checklists to help with taking a company's key management through processes to identify where marketing programs need improvement. Like many companies, we're undergoing a significant change in our business strategy due to geopolitical change and her tools will undoubtedly help us manage the change more wisely.
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