A slickly packaged, well-executed marketing guide.
A marketing pro shares her formula for success.
Guest, who runs a marketing agency, school, and coaching company, lays out a strategy designed to create “overwhelming demand, no matter the circumstances” in a manual that brims with enthusiasm. Urging readers to think differently, she begins by debunking five common marketing myths regarding customers, digital advertising, branding, effectiveness, and marketing versus advertising. The antidote is the author’s trademarked “Client Stampede Formula,” a seven-step process delineated in chapters that explain each phase, employ examples/case studies, and include handsome, full-color graphics. There are only so many ways marketing can be executed, so experienced professionals in this field will undoubtedly recognize the formula’s steps, which include identifying a target market, honing the message, applying branding techniques, and using packaging effectively. Step 6 (“Your High Performance Marketing Engine”) may be the meatiest and most meaningful of all. Here, Guest does an excellent job of explaining the benefits of a marketing system, demonstrating how it works, and identifying the system’s primary tools related to three key areas: “attraction,” “conversion,” and “retention.” Step 6 is richly detailed with actionable advice about mailing lists, the media, and specific promotional tools and techniques. In contrast, Step 7 (“Creating Extraordinary Experience”) seems to promise more than it delivers; while it includes some pertinent examples, a mere three pages of sketchy details pale in comparison to previous chapters. Appended to the end of the book is a helpful section in which the author offers wise solutions to such problems as “We Get a Poor Response to Digital Marketing,” “We Have Lots of Website Traffic but Low Conversions,” and “We Rebranded but It Hasn’t Grown Business.” This part nicely integrates with the seven steps and rounds out the work. Guest is an adept storyteller; her prose is engaging, breezy, and informal despite a sales pitch for her services that’s a bit heavy-handed at times. Quotations are effectively used, both to lead off each chapter and as graphic elements between sections. In all, the manual is a testament to the author’s own marketing skills.
A slickly packaged, well-executed marketing guide.Pub Date: Oct. 12, 2021
ISBN: N/A
Page Count: -
Publisher: Blue Sky Publishing
Review Posted Online: Sept. 16, 2021
Review Program: Kirkus Indie
A clearly delineated guide to finally eradicate poverty in America.
A thoughtful program for eradicating poverty from the Pulitzer Prize–winning author of Evicted.
“America’s poverty is not for lack of resources,” writes Desmond. “We lack something else.” That something else is compassion, in part, but it’s also the lack of a social system that insists that everyone pull their weight—and that includes the corporations and wealthy individuals who, the IRS estimates, get away without paying upward of $1 trillion per year. Desmond, who grew up in modest circumstances and suffered poverty in young adulthood, points to the deleterious effects of being poor—among countless others, the precarity of health care and housing (with no meaningful controls on rent), lack of transportation, the constant threat of losing one’s job due to illness, and the need to care for dependent children. It does not help, Desmond adds, that so few working people are represented by unions or that Black Americans, even those who have followed the “three rules” (graduate from high school, get a full-time job, wait until marriage to have children), are far likelier to be poor than their White compatriots. Furthermore, so many full-time jobs are being recast as contracted, fire-at-will gigs, “not a break from the norm as much as an extension of it, a continuation of corporations finding new ways to limit their obligations to workers.” By Desmond’s reckoning, besides amending these conditions, it would not take a miracle to eliminate poverty: about $177 billion, which would help end hunger and homelessness and “make immense headway in driving down the many agonizing correlates of poverty, like violence, sickness, and despair.” These are matters requiring systemic reform, which will in turn require Americans to elect officials who will enact that reform. And all of us, the author urges, must become “poverty abolitionists…refusing to live as unwitting enemies of the poor.” Fortune 500 CEOs won’t like Desmond’s message for rewriting the social contract—which is precisely the point.
A clearly delineated guide to finally eradicate poverty in America.Pub Date: March 21, 2023
ISBN: 9780593239919
Page Count: 288
Publisher: Crown
Review Posted Online: Nov. 30, 2022
Kirkus Reviews Issue: Jan. 1, 2023
BOOK REVIEW
PERSPECTIVES
PERSPECTIVES
SEEN & HEARD
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.
A helpful guide to working effectively with people from other cultures.
“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.Pub Date: May 27, 2014
ISBN: 978-1-61039-250-1
Page Count: 288
Publisher: PublicAffairs
Review Posted Online: April 15, 2014
Kirkus Reviews Issue: May 1, 2014
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