Marketing Books

Neil Wood shows you how to do what matters most and learn to enjoy the process. This is an critical lesson to learn or re-learn as a financial advisor.

The book shows you how to be more successful financially and have a better life by working less and how to focus on the right clients. It shows how to apply the 80/20 Rule.
This book can be read in under 2 hours. Perfect for a flight.

This book is both motivational and empowering. Very readable. Thanks Neil!

Neil shares great ideas on how to improve your work while also balancing your life. A must read especially for those in sales!

Neil Wood shares best practices and strategies gleaned from years of experience and provides a template for success and balance which is easy to apply for any advisor. Mark Ryan, Financial Planner, MetLife Hingham, Mass

"This book goes where other management books always seem to skimp.
Ron gives practical advise in critical areas of management, but most of all he
give managers good ideas, concepts and specific techniques that enable you to
foresee difficulties, and how to take appropriate action to prevent them
from becoming serious setbacks. To me that's a book of value and worth the read."
Paul Schween, Owner / PS Seminars

I LOVED THIS BOOK, IT SHARED THE EXPERIENCE FROM A LEADER TO A LEADER THE MOST EFFECTIVE WAYS TO LEAD A TEAM BY EXAMPLE NOT JUST IDEAS. THIS WILL WORK FOR YOU AS IT DOES FOR ME BY APPLYING THIS MATERIAL DAILY TO YOUR TEAM THAT YOU LEAD. RON MARKS IS A LEADER AND EXCEPTIONAL IN MY MIND IN THIS FIELD. READ IT SO YOU CAN GROW AS I HAVE. SETH AT MORTGAGE ADVANTAGE LENDING LLC.

Quoting Ron Marks, "To frustrate is to thwart, to foil, to circumvent, to interfere with, to check, to make an effort come to no avail, to nullify, to defeat ..."

I am in the throws of starting my own company and growing an effective sales team. This book was referred to me by a business associate. I can't even begin to tell you the many ways in which my own frustrations have been minimized since reading this wealth of information, let alone what it's done for my salespeople! I love the way he writes--it's easy to read and it makes a LOT of sense. I think this book would be a godsend to any size business, not just entrepreneurs like me! I was so thankful to my friend for the recommendation that I took her out to lunch!

There are two aspects that sales executives have some control over; that is, the way their salesforce sells and the way it's managed and motivated. Ron Marks' must-read of valuable messages and techniques is right on target for companies aiming to create a sales team that soars!

My only beef about this book is its title. It should be "Leading for Sales Results".

It is rare with all the "me too" books out there to see something that delivers. Mr. Marks does just that. It's a book I simply couldn't put down.

Leadership has become quite the buzz word lately. You can't pick up any business magazine without seeing a relevant article. But most of it just transposes the word leadership for management. While Mr Marks book is still a top down management style vs my training in Dynamic Governance--it brings some of the concepts to light.

I won't go through the book on a one by one line item--but a few ideas will entice you to purchase.

Ideas on where to find salespeople using "Guerrilla" tactics are not new but bear repeating. Prospecting is very important to me. I often cold call an office to receive not an inquiry for a product, but an interview. If cold calling is important to you, and you are cold called upon--there you go. Look for places where people use this skills but may be underpaid and opportunity challenged. The author suggests Nordstroms, where they probably not only have the skills but a professional wardrobe.

In interviewing, evaluate how the person thinks about his/her purchases. If you market a product with a one time close cycle and your candidate is a slow, think it over, take your time kind of sales buyer--they may have trouble pushing a prospect to purchase differently than their own style. The Japanese have a saying, "as above so below". Its amazingly basic but I never thought of it that way.

A recent blog entry on my website was a article on dread. Salespeople live their lives in dread because of prospecting, yet managers pick their battles and don't push it. As the author points out, prospecting is discussed during the interview and is given lip service by the candidate, but no follow through. As a manager if you allow that to happen, you are more at fault than the salesperson. Marks "call to action" is so simple and step by step, you don't have any more excuses.

Nothing here is hard to implement. One easy "take away" I will implement in my sales training and coaching is the C-Letter or commitment letter. It simply says as manager you agree to give the employee all the tools they need to succeed. The employee agrees to use those tools. This letter becomes a talking point in follow up evaluations.

Follow up evaluations are explained in wonderfully simple detail. This is a great read and one of the very few I'd heartedly recommend.

This book by Mark Tweeddale is an excellent reference book on risk assessment of process plants. It provides a balanced review of many risk methods and processes. It also extends into risk reduction and management with many practical examples.
I have already used it on four different occasions for confirming risk assessment processes. A 'must have' for all practitioners.

Looking for an outstanding book on Process Safety? Don't look any further. Dr. Mark Tweeddale has written a practical and resource rich book on process safety that will knock your socks off. Are you looking for that plume release explosion formula? It's in there! Are you looking for risk calculations and methods? It is all compiled into this one text. Do you want to understand how safety climate sets the safety culture for an organization and how to improve that? What active steps should management take to improve safety? This book has that information also.

If you're new to the field of safety or you're an professional with years of experience, this text is for you. If you're a student, grab this book! You'll want to keep it right on your shelf for quick reference!

This is a good resource book. It provides a holistic system, with the essential elements and logical links between the elements, for management of hazards and risks of process plants.

Chapter 13 and 14 are extremely useful especially, when the basic concepts, methods and techniques presented in previous chapters are explained.

Chapter 13 provides a `short cut', in terms of time saving, to the exposure of typical causes of and lesion learnt from thoughtfully selected incidents.

Chapter 14 provides a number of case studies and work examples to further demonstrate how hazards can be identified, assessed (qualitatively or quantitatively) and mitigated, using the methods and techniques described in the book.
This book will not only be useful to the professionals who have already worked in management of hazards and risks but also to those who wish to start a career in this area.

The book was written in a simple and easy-to-understand language, and is a very useful and practicable.

The book is an important contribution to the risk management of process facilities. It will be valuable to those seeking an accessible introduction to the field and also to practitioners seeking a comprehensive and thoughtful reference. The book's strength lies in the integration of descriptive material and quantitative techniques, supported by lessons learned and case studies. The balanced explanations of theory combined with worked numerical examples and practical guidance on applying risk management methods will assist process plant professionals to better manage risk. The breadth of detailed coverage is impressive. It is rare that a single work can provide good guidance on modelling dust explosions and provide valuable lessons on auditing process facilities.

There has for some considerable time been a need for a compehesive and up to date text book covering the whole range of issues and techniques associated with risk and reliability in the process industries and Mark Tweeddale's book meets this need admirably. Its logical and systematic approach will appeal to the student who intends a career in the process industries and to current professionals whether in Management, Safety,Engineering or Insurance functions associated with these Industries.

I Think this book is a very good book for any one how want to study marketing...

The book provides very good insights into how to design effective communication campaigns and is based on solid academic research. An excellent book for anyone who wishes to design a communcation campaign!

John Rossiter and Steven Bellman provide brilliant insights into marketing communications.The book is an exceptional guide to the important field of communication. In an impressive manner the authors manage to translate the complex science of marketing communications into a practical manual of how to design effective communication campaigns. A great book!

This update of the classic Rossiter & Percy advertising book is heading towards being another classic. What differentiates this book from many other advertising texts is that its advice is based on sound consumer behavior research findings. The reader is assured that the advice given in the book is based on fact rather than folklore.

So many texts are useless and dry as dust because they merely `catalogue' every possible theory and every possible stream of research that bears on the subject leaving the reader thoroughly bewildered. Not this one!

The authors of this updated `sequel' to Rossiter and Percy take the same refreshing but comprehensive approach to blending theory and practical that made the original book unique and so successful internationally. Again, they don't shy away (like so many other authors do)from advancing their expert views on what theories are most useful and relevant.

Great book! Material is presented in a very practical manner that takes basic marketing concepts and structures them into a very useful method for market analysis and execution. Easy to read with very useful information. Highly recommend!!!

Book came a bit late but just in time for school. I ordered early so i guess it was a good decision on my part. I would have given 5 stars but I have found out that my purchase price for this book is only $5 dollars cheaper than in my school's bookstore:(

Nordhielm has captured a real world solution to the elusive marketing 'problem' - written in a direct and easy to read style, she has created a systematic and effective approach to helping the reader understand and navigate the often misunderstood science of marketing. This was a pleasure to read and in the end it is making a significant difference in my business. At the risk of giving away the ending - she does get the big picture. I highly recommend this book.

After 25 years in the marketing profession as both a practioner and educator, I have completely changed my view of how marketing is done because of the Big Picture. The Big Picture framework will challenge the traditional Kotler school of marketing management and become the dominant approach to marketing. We use it now as our standard framework across all of our various marketing teams.

What makes the Big Picture so appealing? The framework makes you determine strategy much earlier in the marketing planning process than traditional approaches. It links strategy better to core competencies, and it links strategy better to the tactical four P's of marketing than traditional approaches.

On the surface, the Big Picture looks like other marketing management processes that you find in any marketing text. It has the familiar concepts: segmentation, targeting, and positiong; the 4P's, branding, customer lifetime value...it's all there. It's not until you dig deeply into the book that you begin to appreciate the richness of how things are put together. You begin to realize that "something is different here" as you begin using the framework and seeing marketing opportunities in a new light. I have used the Big Picture model in working with the most experienced, "blue chip" marketers as well as brand new marketers. The framework creates a common language between marketers and helps get alignment quicker on where to make marketing investments. Even our engineers want to learn the Big Picture to help them create new products more effectively.

Once you've used the Big Picture, it's hard to go back to traditional approaches. I recommend it to business schools and corporate marketing departments as a way to unify teams and strengthen the marketing mindset.

Nordhielm's book stands in stark contrast to the many other Marketing Management books out there. Although many of them are quite good, and have been successively refined over many editions, they all share one shortcoming: the emphasis is on broad acquantance via definition. They are more like encyclopedias than gripping novels. That's where The Big Picture shines, by contrast. Although the book manages to convey all the same core information as other texts, it does so through osmosis, with everything in context, viewed as part of a huge landscape or all-encompassing system. If this sounds grandiose, it's not; if it sounds abstract, it isn't. Rather, it is the most enthralling, user-oriented text I've come across in my years in business school and management career. The writing is a model of clarity, tight, jaunty, engaging and ultimately inspiring. HIGHLY recommended.

To get to the core of what works in marketing this book goes to the best performing marketers over the long-haul. The key is that they are not marketing the way they once were, because they are not thinking about marketing the way they once were. Excellent book and one of very few I've bothered to write a review for.

I was given this book by a member of our company's senior leadership in preparation for a national meeting. As usual I dreaded the thought of pounding through another book of things that I have already done in my 20 years in marketing. But much to my surprise this book explored parts of the business that need talking about and left alone the annoying "how to be a better marketer", entry-level dialogue that is so prevelant in books that cater to the lowest common denominator.

Marketing Mavens gets to the heart of the issue of creativity, innovation and true branding by addressing how marketing is viewed by senior leadership of companies. Too often marketing is siloed off as an expense item that produces sale support materials and does "communication" activites. This book bodly goes where marketers have wanted to go for decades and that is to have a proper place at the table in regards to strategic decisions that impact the reputation of the companies' brand to prospective customers, current customers and business to business customers (the internal sale).

Really great work and worth the read. I purchased a copy of this book for every member of my marketing team and for my senior leadership and it has opened up honest and robust dialogue about what we do well and areas for improvement.

Curious, I checked the origin of the word "maven" at the Online Etymology Dictionary and learned that it is derived from Yiddish word "meyvn," from Heb. "mebhin"; literally, "one who understands." That correctly describes the marketers at the exemplar companies that Noel Capon examines in this entertaining as well as enlightening volume. They include Amazon, Dell, ESPN, The Home Depot, Nestlé, Samsung Electronics, Starbucks, Target, Toyota, and UPS.

This is indeed a diverse group of companies. Also, the specific strategies and tactics employed by each to create or increase demand for what they offer (my preferred definition of marketing) significantly differ. However, according to Capon, they demonstrate the same five "linked imperatives" that all companies must follow:

1. Select only markets that matter.

2. Select those segments that can be dominated.

3. Design the offering for each market to create customer value while securing and sustaining a competitive (i.e. differential) advantage.

4. Fully integrate involvement to maximize value added to each customer.

5. Measure only what matters.

None of these is a head-snapping revelation, nor does Capon make any such claim. The great value of his book is to be found in his analysis of those exemplary companies in which, in ways and to any extent appropriate to their specific objectives and resources, these companies accommodate the five "linked imperatives." With brilliant skill, Capon explains how any other enterprise (regardless of its size or nature) can also accommodate the same imperatives while effectively fulfilling what Peter Drucker once asserted (in The Practice of Management, 1954) are the "two - and only two - basic functions: marketing and innovation...Marketing is so basic that it cannot [in fact] be considered a separate function...it is the whole business...seen from the customer's point of view. Concern and responsibility for marketing must, therefore, permeate all areas of the enterprise."

Those who share my high regard for this volume are urged to check out Gary Hamel and C.K. Prahalad's Competing for the Future and Dean Spitzer's Transforming Performance Measurement: Rethinking the Way We Measure and Drive Organizational Success.

Another valuable text from Crown Business. I was prepared for yet another academic view of "the old regular big companies." Yet Capon really does deliver an easy to read and very useful marketing analysis book. It is fascinating and useful to read how the very large companies like Samsung, Amazon, Vodaphone , Dell and Toyota made dramatic shifts in their market approach and learned from their customers. I was particularly interested in the steps SAP took to recover from the MySAP and E-City initiatives which resulted in their corporate messaging move away from the technology and toward customer benefits. Did you know Dell is now no. 2 in PC sales in China and is hurting Lenovo on their home turf? How about Oracle using the Oracle Technology network as their primary marketing channel, resulting in significant uptick in sales and a decrease in marketing expense? The author has done us all a great favor through his depth of research.

When you read the first nine pages of a book, and you've underlined multiple insights on every page, you know you've made a good investment in a book and in your future.

The authors have put a lot of material together to support the main message that entrepreneurs like myself seem to overlook - it's all about messaging your brand and core values to not just one audience (customers), but to many audiences (investors, operators, suppliers).

For my startup Pay Parade ([...]), this book takes the cake for wringing the most intelligence out of pricing sensitivity testing.

Keep it up and keep on turning us serial entrepreneurs into better marketers!

The tangible value of marketing is well illustrated for both the aspiring and established entrepreneur in this perceptive, well-organized textbook by Len Lodish, a Wharton marketing professor; Howard Morgan, former vice chairman of leading internet incubator Idealab, and Shellye Archambeau, chief executive of MetricStream, a company focused on compliance and governance solutions. The co-authors succinctly show how the days of marketing as a discretionary expense are obsolete, that it is as much a business driver as operational efficiency and innovative product development. Moreover, they bring to light how marketing can shape the success of not only actual products but also a company's stock and corporate image.

The book revolves around a straightforward, cross-selling matrix, which shows that every venture has three key things to sell - products/services, shares and image - to five different constituents. These constituents include customers, the one who give money in exchange for something they want, but there are separate targets identified as users who may or may not pay, investors, employees and others such as suppliers and strategic partners. Only when there is a conscious effort to address every type of constituent across the three dimensions does a company have a probable chance toward sustaining success. More often, companies focus so much on marketing the product that little effort is made in marketing, for example, the stock to the investor. Toward that end, the co-authors delve into critical questions regarding pricing and the importance of knowing why customers will pay you for a product.

They point to smart marketers like Victoria's Secret, who investigate and experiment, learning not only what competitors charge but also precisely why customers value a particular product or service. When possible, these companies try different prices and strive to charge more if their offerings have distinctive qualities valued by customers. That's how Victoria's Secret took a simple product and repositioned it as desirable, naughty female apparel and elevated the brand into a $3.2 billion-a-year business. Through adaptive experimentation, the company has significantly changed the perception people have of an already established commodity into a relatively inexpensive way for women to feel good about themselves. Looking at price by itself, according to the co-authors, is a precarious exercise, especially when the price point is well known by the public.

The natural urge to match a competitor's price has to be counterbalanced by a heightened attention to the brand and measuring its value within a marketplace that could be changing in value itself. A company that epitomizes this broader approach is Apple, which under Steve Jobs' leadership, has figured out how to build products that transcend their functionality into a direct tie-in to people's enjoyment and sense of empowerment. Renowned examples like Victoria's Secret and Apple bring home the co-authors' points about maintaining differentiation in an evolving marketplace that encompasses globalization, corporate mergers, stricter government regulations, increasing interests for "green" issues, sensitivity around privacy and security. Lodish, Morgan and Archambeau have put together a helpful marketing primer for the future.

"Marketing that Works" is a quick read that provides very valuable insight into how to properly position your company, product, services, etc... The examples that are used are both personal triumphs (and failures) of the authors as well as companies that you've probably heard of (or should have, had the companies heeded the advice in this book).

If you are thinking big, then even one small kernel of guidance from this book will pay you back in spades and more than cover the cost of the book. I am already applying some of the wisdom the book imparts to my current entrepreneurial enterprise and can see a significant difference in how I will successfully sell my product. And when I do, I expect my company to be mentioned in the Second Printing of this book.

Marketing "works" if it creates or increases demand for whatever is offered for sale, be it a product, a service, or both. Hence the importance of Peter Drucker's widely quoted observation, "If you don't have a customer, you don't have a business." In fact, you don't have (or won't have for long) a business if you don't have enough customers who purchase enough of what you offer, for a sufficient profit. In this volume, the co-authors (Leonard M. Lodish, Howard L. Morgan, and Shellye Archambeau) explain how entrepreneurial marketing can add sustainable value to any sized company. The term "entrepreneurial" refers to a mindset that stresses speed, agility, resilience, independence, unorthodox, etc. In other words, what Jay Conrad Levinson characterizes as "guerilla marketing."

The authors carefully organize and then present their material within 14 chapters whose subjects range from "Marketing-Driven Strategy to Make Extraordinary Money" to "Building Strong Brands and Strong Companies." Along the way, they help their reader to answer questions such as these:

1. Does the market segment want the perceived value that my positioning is trying to deliver more than other segments?

2. How can the segment be reached? And how quickly?

3. How big is the segment?

4. What are likely impacts of changes in relevant environmental conditions (e.g. economic conditions, lifestyle, legal regulations) on the potential response of the target segment?

5. What are current and likely competitive activities directed at the segment?

I agree with the authors that each marketing venture must answer the "what am I selling to whom, and why will they buy?" question before it can create a successful marketing strategy and plan. With regard to the term "customer-oriented marketing," the stakeholders may also include investors, supply chain/channel partners, and employees. "Each stakeholder needs a relevant value proposition on why to stay engaged with the firm. So the same concepts of segmentation and positioning apply to them."

In Chapter 9, Lodish, Morgan, and Archambeau shift their attention to an important but often neglected element of sales: marketing initiatives that help to shorten the sales cycle, increase win rates, and protect margins. Salespeople are not marketing people. They need marketing tools to support the process of selling. For example, lead generation, target customer description, product collateral (i.e. datasheets and brochures), customized presentation materials, product demonstrations, and competitive intelligence data. Lodish, Morgan, and Archambeau offer a number of practical, cost-efffective suggestions insofar as marketing tools to support the sales process are concerned.

When concluding this valuable chapter, they observe that marketing plays a crucial, but often overlooked, role in properly enabling sales success. "From identifying prospective customers through lead generation, to providing sales tools to the sales force to handle prospect objections and close deals, marketing needs to be in lock-step with sales. Marketing needs to understand the sales process to close as well as sales does. Ensuring that the right tools are created to assist sales at each step is a critical responsibility of marketing." I could not agree more.

Presumably Lodish, Morgan, and Archambeau would be among the first to agree that it would be a fool's errand to attempt to execute all of the strategies and tactics examined in their book. It remains for each reader to absorb and digest the material with meticulous care, then select those concepts that are most appropriate to the needs and objectives of her or his own organization. When completing that selection process, I consider it imperative to keep in mind that the sales mindset and the marketing mindset are quite different, and those differences must be fully understood and (yes) respected. That said, it is also imperative that - as the authors correctly insist - "marketing needs to be in lock-step with sales" to sustain effective and productive communication, cooperation, and most important of all, collaboration if both marketing and sales are to be successful.

I must confess that I have historically had a low opinion of the marketing people that I have firsthand knowledge of. They always seemed to be overstating glad-handers, over-promising to land potential customers and not really interested in learning how difficult it is to implement their promises. When I was writing code full-time, we referred to it as the "couldn't you just" condition. As in "couldn't you just put in this feature" and ignoring any rational response explaining that while the feature appears simple, it could take weeks to add it to the software. I was personally the recipient of a marketing person telling everyone how I was negatively cynical and not a team player when I strongly voiced my objections to an absurd promise that the marketer had made to a potential customer.
Therefore, it was with a great deal of skepticism that I opened this book and began reading. It did not take long before I was sold on the ideas of the authors. They reject the over-promising and blast the world nonsense that so many marketers consider the way to sell their products. Their approach is that of the entrepreneur that lacks a great deal of money for marketing, and that you must avoid an overstatement at all costs. It is better to understate and be proven wrong than overstate and be considered (or proven to be) an unreliable fool. They consider marketing to be a way to add sustainable value to the company, much like the delivery of a quality product.
If I am ever again in the situation where I am confronting a marketing person who values unjustified hype over honest accuracy, I will give them a copy of this book, ask that they read it and then offer to discuss it with them.

This book is full of great advice for marketing your business through seminars and speeches. If you can not find this version, the 2004 India Published version is available on amazon.co.uk site and is the same except it has deleted the Resource section from pages 148-154.

Marketing with Speeches and Seminars is a comprehensive, clearly written, easy-to-follow manual for anyone who wants to sell their products/services through this medium. Everything you need to know is in the book. I plan to keep my copy on a nearby bookshelf for ready reference. by the author of The Perfect Business

In an easy-to-read style, Miriam Otte shows how to turn your expertise into marketing power for your business, and generate a continuous stream of cusotmers. Here's all you need to know to talk your way to business success. Even the terminally shy will find that marketing has never been easier -- or more fun! by Small Business Expert and Author of Working Solo

Editorial Review. Miriam Ott has done nonfiction authors a huge favor with this authoritative book. Long known as an effective vehicle for marketing books, speeches and seminars are now easy to prepare and deliver. Most nonfiction authors are experts in their fields of study, but not all nonfiction authors are educated to give presentations. Miriam Ott gives authors the tools they need to become self-educated and add an excellent profit center to their information sales. Highly recommended, especially for authors self-help and how-to titles. The National Association of Independent Publishers endorses Marketing with Speeches and Seminars, and Betsy Lampe highly recommends it. -- Betsy Lampe, Publisher's Report (NAIP)

Miriam reaches a hand out and offers direction, helpful advice, and best of all, very specific details on how to get the job done well. I would recommend this book to any small business owner. by the author of Honey, I Want to Start My Own Business: A Planning Guide for Couples

When it says 'master class' it means that it won't tell you what to think but it will teach you how to think, which is much more enduring and useful. Every planner I know should read this and inwardly digest its perennial wisdom.

Stephen King was one of the two fathers of account planning. Despite many of these papers being over 30 years old, they have never been a more pertinent reminder about how to think about creating powerful brands and communication, and the role that ad agencies can play. It's proof that sometimes when trying to find a path forwards it's useful to look at the past. A must read for anyone in the communications industry.

A Master Class in Brand Planning is an invaluable, long over-due introduction to the writings of Stephen King for all marketers in the United States. King, a pioneer in account planning in the UK, spent his career teaching his colleagues, his clients and countless fans how brands work, how to approach brands and importantly how to sustain brands. The brilliance of this compilation of his work is the addition of contemporary commentaries by today's leading thinkers about advertising, marketing and brands. They make this book as relevant and timely as the latest blog on brands. A must-read for people starting out in the business, people building and selling brands, and people teaching marketing in business schools.

Stephen King's writings, as most reviewers acknowledge, are as relevant and stimulating today as they were when he first published them. Between the lines, however, one can still detect the humor and irreverence which were King hallmarks. Stephen was relentlessly rigorous in his approach to brand planning, but at the same time was disarmingly charming and witty. You'll find these qualities here as well.

In an age when desires for instant insights attract attention to short cuts, Stephen King will give 'real planners' tools that require thoroughness and hard work, but which lead to far richer and more rewarding results over time. Brands he touched in his lifetime, and people he inspired, still reign all over the world!

It's a treasure trove, indeed!

Long live the King!

The flyleaf gets this right: "an unexploited gold mine." Way back in what now seems almost prehistoric in advertising years (the late 60s), Stephen King was revealing the secrets to the way consumers think (and do not think) and illuminating the way advertising agencies and marketers should think (and should not think) about brands. How do we explain the degree to which his perspective and advice have gone unexploited?

This book, based on King's published writings and fine introductions by savvy marketing thinkers, removes all excuses for failing to develop marketing communications that connect consumers and brands. Among the articles included is one of his seminal essays, "What Is A Brand?" That means we no longer have to decipher his words truncated by a poorly scanned pdf that we downloaded (likely without permission) from a website googled on a tip from some King insider who managed to discover him when so many others did not. It's surprising and fortunate that the ideas he posited over 30 years are still utterly relevant and cogent in a business that's changed in unimagined ways in those ensuing decades. Yet so many agencies and advertisers have failed to learn from and apply his insights.

Gratefully the editors of this book make his work -- and that of other brilliant thinkers like Stanley Pollitt -- accessible and timely to anyone willing to dig in. You now have no excuse. Exploit this gold mine.

There are many consultants in the financial services industry who can help you. However, very few are also actively producing themselves. Derrick Kinney is one of them. He writes from experience and by following his ideas, you will master the media and build an impenetrable brand in your market. Read the book. Implement the ideas. Take good care of your clients. If you follow those three steps, your business will soar.

I've been a financial planner for eighteen years and have read a lot of books on developing business. Master The Media is, hands-down, the best I've read. After, implementing Derrick's ideas I had a half-page article written about me, several short pieces in the 'Professionals on the Move' section of the paper, and a TV appearance in studio. More importantly, this has resulted in new clients and several calls for appointments. Derrick not only provides everything a financial planner needs to break into the media but he also has excellent chapters on how to land and maintain the new high net worth clients you get from your PR work. His methods have become one of the main ways I will market my firm.

Bill Garrett, CFP®, CEA®, CCPS

When done correctly, public relations can have an enormous positive impact on your business. Derrick Kinney's new book, "Master the Media to Attract Your Ideal Clients" is THE book to help you dramatically increase your income. I highly recommend it!

Derrick Kinney shares his marketing brilliance throughout this invaluable resource. This book is packed with creative, sensible and straightforward "action point" strategies that demonstrate how to master your local media right now. For the professional that desires maximum exposure, this is a must read!

As a senior business consultant, keeping in tune with business literature is a must. Rarely is a release worthy of such accolades. Derrick Kinney has written a literary masterpiece. Mr. Kinney's approach is clear, concise, and an absolute must read for those businesses attempting to master their media presence. Mr. Kinney's savvy approach for the financial professional is multi-dimensional, yet not weighed down in its intellectual approach. His personal success is a testament to this full proof strategy of mastering the media. This book is not a "must read," it is "required reading."