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What our customer's say!

"Strategies and Tactics to Create or Increase Demand", I really like Johnson's approach. Unlike so many other authors of books on marketing, he devotes less time to principles (albeit sound ones) and more time to explain how and why effective application of those principles can help any organization (regardless of its size or nature) to create or increase demand for whatever it sells. I am among those who believe that literally everyone involved in a given enterprise should be actively involved in marketing. That is, take advantage of appropriate opportunities to help promote their company among family members, neighbors, friends, casual acquaintances, and even people whom they meet by chance. True, not all of those thus encountered are prospective buyers but most (if not all) of them know others who are. As Emanuel Rosen has explained so brilliantly in Anatomy of Buzz, a company's employees comprise its single most important (and least expensive) resource for word-of-mouth marketing (i.e. BUZZ). They can and should be actively involved in a "campaign" under inspiring leadership, once having been properly prepared.

All of the 14 "real-life" marketing plans which Johnson presents illustrate how to organize, launch, and then expedite an effective marketing campaign. For those who already have extensive experience in marketing, much of the material provided will no doubt be familiar. However, who knows? There may be some helpful reminders as well as an occasional insight or two of direct relevance. For others, Johnson provides a step-by-step analysis of twelve different plans which offer a range and depth of strategies and tactics to consider.

One caveat: Valuable as books such as these can be, it would be a serious mistake to depend almost entirely on it or any other single source of information and counsel. Whatever and wherever it may be, a given competitive marketplace is necessarily messy and often volatile. Change is the only constant. Therefore, I strongly recommend that a variety of sources be consulted.

I also presume to suggest that, more often than not, the most valuable source consists of those with whom you now do business. What do they most appreciate about what you offer? What do they consider most valuable in their relationship with you? What are their own needs (especially unmet needs), interests, fears, concerns, and (yes) "dreams"? What more can you do? What can you do better? Obtain answers to questions such as these and you will already be well along toward knowing how to "supercharge" your marketing initiatives.

"This book solved my problem", This is a great book and is just what I wanted after searching for a real practical and useful marketing book for a long time. When I tried to start an exquisite Chinese arts business more than a year ago, I thought I would be able to do it in a nice way because I took some marketing classes during my MBA program. I took out my marketing text books for guidance, however, found them very little help. I found the books covered many theories but few practical details.

Finally, I found this book. It is the only book with real complete market plans that I have seen so far. I was excited when I read through the sample marketing plans in the book and found many of my previous questions answered. Thanks to this information I decided to re-start my art business using this book as a practical guide. I strongly recommend the book to anybody who really needs real practical and useful guidance in marketing planning.