The full title of this book by Dan Kennedy is
“The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand!“.
In my review posted at Amazon.co.uk, I gave this book a rating of Five Stars. This means I think it is Excellent and is Very Highly Recommended.
Here is my book review.
Better than the earlier version but still not really about creating a marketing plan
I read an earlier version of this book and gave it a four star rating – The Ultimate Marketing Plan: Find Your Hook. Communicate Your Message. Make Your Mark..
I still have the criticism that the title is wrong. Not only do I object to the use of the word Ultimate, it’s not the best that will ever be, it’s also not a book focused on creating a marketing plan.
This is a much better book than No B.S. Direct Marketing which is what this book should really be called.
It does teach you about small business marketing in a wide ranging and interesting way. The author’s core message is that you need to align your chosen market with your marketing message and your particular marketing media if you’re going to succeed.
This sounds obvious but when you look at why some piece of marketing isn’t working, it’s normally because of a weakness in one of those areas or an inconsistent alignment. For example, it’s no good marketing nationally if you can only serve a narrow geographic area but I see that error quite often when I click on Google Adwords adverts.
Kennedy is one of the American marketing legends who have dominated small business marketing over the last 30 years or so. He’s a total believer in capitalism and he takes a hard line. Some love him, others hate him. I think he’s always got something interesting to say although I don’t always agree with it.
There are a few too many promotions for the other books he’s written or co-written. I wish he’d just tell me what he thinks I need to know. He shares his experiences but this involves plugs for the Glaser-Kennedy Insider Circle. In many ways, he’s only doing what he preaches as he explains that you need to broaden and deepen relationships because it is so expensive to create customers, even when you do it well.
It is available to buy from Amazon.co.uk and Amazon.com.
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