Message-ID: <053e01bf3f7b$344c34c0$da445da6@gary> Date: Sun, 5 Dec 1999 16:48:16 -0700 From: "Dr. Gary Lundquist" <mailto:garyl@MARKET-ENGINEERING.COM> Subject: Request for book review To: mailto:DEVEL-L@LISTSERV.AMERICAN.EDU
Colleagues,Marketing for Survival was my fourth short book, first published in June, 1998. I'm out of copies from my first printing and will republish.
The original book had 10 articles, many published in magazines. The new edition has 12 articles. I use this book with a seminar by the same name. As I've evolved the seminar, I needed other articles to make the book match up.
This is short book, just 24,000 words. The article nature makes it an easy read.
Marketing For Survival is intended for technical professionals, not really for marketers. The fact, however, is that many marketers don't understand marketing. They mistake it for sales or for communications outward. So the book brings new ideas to most marketers.
The ideas are high level, yet the presentation is non-technical. This book is written in journalistic style, a personal conversation with the reader. My goal has been to bring sophisticated marketing concepts out in ways non-specialists can easily understand.
I need two types of help from you. (1) How to improve the book. (2) Review quotes I can use to market the book.
I need reviews before Christmas so that I can finalize the book by the end of the year. If you are willing to review the book, please respond directly to mailto:garyl@market-engineering.com I will send you a copy (Word file) electronically.
Of course, you will receive a free copy of the final result, and you may find your name and words included on the back cover or inside first page.
Thank you in advance. The table of contents is given below.
Gary. ----------
TABLE OF CONTENTS MARKETING FOR SURVIVAL 1. Who Is In Control? 1 Practical realities of your marketplace 2. Facing the “Tough Questions” 4 Deal makers and deal breakers 3. Marketing Isn’t a Mystery. 10 It’s a logical, manageable repeatable process. 4. A Customer’s Definition of Value 14 It’s much more than the price paid. 5. Forging the Power of a Strategic Image 20 How to create a marketable identity 6. Enabling the Power of a Strategic Approach 28 How to Control Your Business from the Inside Out 7. Unleashing the Power of Communications 38 How to Center Your Business on Customers 8. Misunderstanding Marketing 46 Truths we never bothered to learn 9. How to Increase Your Marketing Impact 55 Leveraging your marketing dollars for true competitive advantage 10. How to Be Understood in a Noisy World 62 Overcoming the Paradigm Problem 11. Keep Asking, “Why?” 65 How to uncover truly marketable answers 12. What Is Your Real Job? 68 Integrating marketing into your self-image
---------------------------- Dr. Gary Lundquist -- The Scientist-Marketer Author of: TECHNOLOGY AND THE AGENTS OF CHANGE The power of marketing to change companies and change lives mailto:Garyl@market-engineering.com Market Engineering International, Inc. The Bridge Between Science and Marketing www.market-engineering.com 303-840-9929, FAX: 303-841-6636 12006 N. Antelope Trail, Parker, CO 80138, USA