Everyone can “do” marketing . . . right?
Marketing Doctor’s Survival Notes is a collection of essays, articles, blog posts and white papers on marketing and related topics that proves otherwise on virtually every page. The stories, recommendations, guidelines and suggestions in this book are intended to provide marketers with a framework, a skeleton, upon which to build their own experience library. They are based on over thirty years of experimental trial and error, of avoiding, bending, breaking, circumventing and twisting the accepted “rules” of marketing practice. The win/loss record in that time gives credence to the saying that rules were meant to be broken. There are many books on the marketing resource shelf written by highly-credentialed, highly-trained, scholarly academics that outline study after study, testing the rules over time, seeking best practice, showing the exceptions that prove the rules, and trying to explain the evolution of marketing practice in a codified way. This is not one of them.
They should be taken at face value – it’s not exactly a ‘How-To’ book, these are not ‘unbreakable rules’, there’s no hidden agenda here, no subtle sub-text to be deciphered, no underlying mystery to be uncovered. It’s a book of principals, guidelines, brief vignettes of experiences that might have value to those just entering the field, or those transitioning from another pocket of the profession. It’s a book, perhaps not THE Book, but the principals it posits are sound and worth the time to read.
I hope you enjoy reading it, that you learn something from it, that you try to adopt some of the philosophies, some of the techniques, and absorb some of the lessons in the stories presented here.
