The Marketing Manager's Handbook: Effective, Proven Marketing Techniques for Business-To-Business, Trade, Industrial and High Technology Markets

by Eric Gagnon

The Marketing Manager’s Handbook details the proven techniques required for the planning, development, and successful execution of marketing programs for companies of all sizes selling their products... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1884640044
• ISBN13: 9781884640049
• Release Date: January 2003
• Publisher: Internet Media
• Length: 488 Pages
• Weight: 2.55 lbs.
• Dimensions: 1.4" x 6.8" x 9.4"

Customer Reviews

Fantastic Marketing Book Without The Jargon

I spent hours trying to find a book that was specific to the industry I worked in - Business to Business/Industrial. There was nothing available in local stores. After finding, ordering and receiving The Marketing Managers Handbook I am convinced that if you do work in this industry, it is the best investment you could make for the marketing department of your company. I bought copies for everyone in the Marketing Team and it has really helped them implement and share ideas on a local basis. Funnily enough, the book even cited examples of marketing completed by our US parent company - that's how specific this book was! Love it and recommend it.

If you could only buy one marketing book ...

... this should be the one you get. Eric Gagnon has packed more information into this book than any other marketing book I've seen. It's not filled with tons of theory or high level strategy. Instead, The Marketing Manager's Handbook literally helps you roll up your sleeves and get started. You'll find excellent information and hands-on guidance in the following areas: - Determining the appropriate marketing mix - Effective messaging that conveys the "right" positioning - Creating marketing deliverables - Planning & executing direct mail & advertising campaigns - Web site planning, design & launch - Leveraging the internet to grow your business - Maximizing your trade show opportunities - and much more. You get more good advice in EACH chapter of The Marketing Manager's Handbook than you generally get in an entire book by other authors on this topic. If you're ready to get your marketing engine in gear, get this book!

Best book I have found on Marketing Tactics

Most marketing books want to deal with big picture topics like strategic planning, competitive analysis and market research. Speaking from experience, these are topics that take up a small percentage of the time for most real-life marketers at B2B corporations. Most of my time is spend on implementing marketing tactics to increase the number of sales leads that my company recieves. This book is the best book I have found for providing real-life advice on how to successfully implement the major marketing tactics that you should be using to increase sales at your company. I have been looking for a book like this for years.

A Complete Marketing Education

If you are looking for a book on marketing that covers every aspect of marketing including direct mail, advertising, trade shows, planning, metrics to measure success, writing copy, internet marketing, special problems of startups, and marketing turnarounds this is a book that you will want to put at the top of your list of possibilities. "The Marketing Manager's Handbook" is filled with knowledge distilled down to an understandable level and replete with illustrations and example that clearly show exactly what the author is discussing. Mr. Gagnon has a great knack for describing each concept in sufficient detail that the reader can follow along and comprehend, and yet knowing when to stop and move on to the next topic. This ability keeps the entire book tight, concise, and informative even though it is almost 500 pages. Examining in detail both the practical and theoretical sides of marketing "The Marketing Manager's Handbook" is a complete marketing education and a very highly recommended read.

A recommended "how-to" primer, reference, and resource guide

Authoritatively written by Eric Gagon (President of GAA, a successful marketing, product development, and professional development consulting firm), The Marketing Manager's Handbook presents practical and proven marketing techniques for business-to-business, trade, industrial, and high technology markets. Step-by-step guidelines, extensive examples and illustrations, warnings of common pitfalls, and more, fill the pages of this exhaustive and very highly recommended "how-to" primer, reference, and resource guide for anyone charged with sales and marketing managerial duties and responsibilities for operation ranging from a small localized operation right up to an international conglomerate.