A novel by Anthony Burgess
This book is your toolkit. Just as you would become thoroughly familiar with what Lipe's Executive Hardware Store offers, you should become thoroughly familiar with all of this book's contents which are carefully organized within 17 chapters. Some executives will read a book and then attempt to apply immediately everything they have learned from it. Other executives make an equally bad mistake: Because all they have is a "hammer," they see every task as a "nail." Hence the importance of having a variety of different tools, knowing not only how but when to use each of them effectively. As needs change, so must the resources which are allocated to meet those needs.
Here is Lipe's definition of marketing: "...a process where everyone [underlined] in the company pursues actions, at designated points, to increase sales, grow profits and deepen relationships." My own is much simpler: Marketing is the process by which to create or increase demand for whatever one offers. I could not agree more, however, with his assertion that everyone (literally everyone) in any organization must be involved in marketing because people do business with other people, not with companies, and "doing business" includes every (literally every) person with whom there is contact each day, both within and beyond the organization. Lipe quotes Drucker's assertion that "Marketing is not a function. It is the whole business as seen from the customer's point of view." This is precisely what Warren Buffett had in mind when asserting that "Price is what you pay. Value is what you get." Customers' perceptions of value are in fact the ultimate realities of the marketing process.
Although Lipe's book does indeed provide "tips, techniques and tools" to improve current marketing efforts, it can also provide an essential source of information and guidance when formulating a marketing plan for the first time. His book can also be of substantial benefit to those now preparing for a career in business even if they do not plan to specialize (if that's the word) in marketing. They must realize that, as noted earlier, everyone (literally everyone) in a given organization is directly or at least indirectly involved with marketing. Once you have read this book, you are urged to check out Lipe's "Recommended Resources" and "Websites for Marketers" sections (pages 241-244), both of which would be even more helpful had Lipe also provided brief comments on resources identified. There is one significant omission: Theodore Levitt's The Marketing Imagination, based on his earlier article "Marketing Myopia" which appeared in the Harvard Business Review.
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A novel by Anthony Burgess
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A collection of Far Side comics