Title: Sweet Spot – How to maximise marketing for business growth
Author: Arun Sinha
Published by: Wiley
Perhaps a more appropriate title for this book would be Arun Sinha: An Autobiography. If you were to reduce down Sinha’s exhaustive anecdotes and edit out the unoriginal and regurgitated arguments already covered by countless other marketing books, you would be left with a useful 10 page white paper.
The book touches on the subject of B2B marketing but seems to be written with the CEO of a multinational B2C company in mind. That said, there are several nuggets of really good insight into the world of multi-national marketing. The importance of segmentation provides many practical suggestions that could be adopted by any business. Sinha also emphasises the importance of one-to-one marketing – and although not a new phenomena – is still relevant in today’s market place.
The bulk of the book attempts to dissect some of the worlds most successful companies and relay this information to the reader. This is an ambitious aim and perhaps a better alternative would be to focus on one area of their marketing operation. Comparisons with successful athletes reaching that sweet spot’ is a theme used in several places but fails to offer any practical relevance to the points raised in the text.
Reviewed by Justin Elliott, marketing executive, Corpdata
