Author: PR Smith and Ze Zook
Publisher: Kogan Page
Reviewer: Andy Headington, CEO, Adido Digital
Marketing Communications is a big book. Don’t expect to read it in one sitting – there’s nearly 500 pages to get through. But it’s not the kind of book that even the writers expect you to read in one go.
It’s designed to be digested in chunks and chapters – one morsel at a time. And it’s all pretty filling and comprehensive.
This book contains both the theories and the practical tools. It has thought provoking anecdotes and convincing case studies, right the way through.
It looks at the old ways, it looks at the new. It weighs up the advantages and disadvantages and gives suggestions of how to blend it all and pick out the best.
Social media, as you’d expect, plays a big role. But while I agree that it has fundamentally changed the way business is conducted, I don’t believe it is always relevant to all businesses, as it seems to suggest in the book.
Having dealt with a lot of small business owners in my time, social media has yet to truly affect them in the way that is has for household brands with millions to spend on marketing and branding.
Marketing in all of its forms is changing all the time, so referring to a book is sometimes seen as old fashioned. I spend most of my time getting my inspiration and information from blogs and Twitter rather than great big chunky text books these days.
But this book would be great for a newcomer to B2B marketing. There’s not much that’s not covered. But it’s also a good reminder of the fundamentals for people who’ve been in the industry for some time.
I’d recommend you give it space on your book shelf, and once a week turn off the computer and open the book. For most us, even the old sweats, there will be something to learn.
Star Rating: 4/5