AMA Handbook for Managing Business to Business Marketing Communications

Many books have been written about Marketing Communications and this book, from 1997, is certainly quite dated now (nothing about the Internet). However that's not the point here. The whole e-marketing area can be added from other sources later. The question is: Where does a young person turn to get a good general education about Marketing Communications? If you're a MarCom person in a company or an Account Executive in an Ad Agency, you're expected to 'get moving' with the job and just pick up knowledge as you go along! NO, THERE MUST BE A BETTER WAY! There is. This book is VERY effective at explaining the fundamental principles behind Marketing Communications for technical/niche products. It offers an excellent top-down perspective. It is very easy to read and also has many useful action items, checklists etc. A previous reviewer said that the book is a bit 'control' dominated and that the information could be found easier elsewhere. Wrong on both counts! In the Marcom function, which is becoming SO IMPORTANT today in a world of 'me too' products and services, you do have to take control in order to make any progress at all for your agency or company. Secondly, you can keep roaming the Internet forever for the 'better' textbook in your field and never get to the position of knowledge that you need in this business. My strong suggestion is to buy this book (perhaps at discounted second-hand rates) and study it carefully. I have over 30 years experience in Marketing Communications and have read many MarCom books. However this one stands apart as having lasting value and being a real career-builder. Good Luck!

This book covers many of the points that you always were one the verge of asking but never quite know how. You can tell from the way that the book is written that the authors are speaking from a great deal of experience. What is more, the writing style makes reading a pleasure. I have no hesitation in heartily recommending this book, which takes a much-needed view from the top down. I have had over 20 years experience in MarCom, so I can speak from experience myself.