In the spirit of full disclosure, let me highlight something before I get started. I am not completely unbiased in this review. I adore Gini Dietrich and have also become friends with Geoff Livingston. So, I was nervous about reading their first co-authored book, Marketing In The Round. What if I didn’t like it? I may adore them, but I also adore my reputation. If I didn’t like it, I would have to just avoid them from here on out, and that would just be awkward.
After all, there are dozens of marketing and business books released every week. Many of them, dare I say, repeat the same messages. The same case studies. The same conclusions.
Not this book. For real. It was refreshing to read about different case studies (Kellogg’s, Tupperware, Babybel), different approaches (what? Not everything is social media!?) and different conclusions (you aren’t done when you think you’re done).
What makes Marketing In The Round special, though, is the thoughtful way it’s put together. It is not linear because we don’t live in a linear world any longer. Instead, the idea of the “marketing round” is flexible, dynamic, and responsive, all the qualities we need to succeed in today’s world. Integrated communications is the tip of the iceberg. We all know we need to do it, but HOW?
Each chapter ends with exercises for you to conduct. Reading this book is not a passive activity. Prepare to take action and get results.
I, with my customer experience lens, found extreme value in the guidance recommended. I always get excited when a marketing book looks at a holistic approach that includes (shocker!) customers.
Weighing the strategies in the context of tactical strengths, market situations, customer opinions for and against the brand, and the real value of your offering all drive the marketing round’s decision about your approach.
– Marketing In The Round, Chapter 4: Marketing: Tools, Tactics, Sequencing, and Timing
Whether you are a business owner, marketing executive, or just want to create a better strategy, read this book. It’s worth it.
Congratulations to G2, Gini & Geoff, for not only getting it done, but getting it done right.
Photo Credit: Carolyn Martin