Author: David Pearson
Publisher: Kogan Page
Reviewer: Emma Ramsay, PR & digital executive, Kelso Consulting
The 20 P’s of Marketing is an essential tool that marketers need in order to succeed in this fast paced and perpetually changing market. This book is awakening marketers to the notion we are not solely bound by the original 4 P’s (price, product, promotion and place). It is becoming necessary to understand the new realm, which surrounds successful marketing practices.
This book does not seem to be aimed at creating short-term success – but in fact building a long lasting marketing platform that will catapult your business to new heights.
Dan Pearson’s vast knowledge is not only showcased through his many business endeavours, but being one of the leading names in UK marketing. This makes this the ideal guide for anyone trying to restructure their marketing strategy.
There is a clever element within this book. Pearson has repositioned the traditional sense of marketing strategy all the while subtly persuading the reader that repositioning their business within the industry is what is needed in order to achieve marketing success.
Despite at first looking like a huge textbook, but in fact it is very easy to read and is filled with real life examples that make it simple for people to relate to.
The two sections that had the largest impact on me were about the influences of people and persuasion. The first section called ‘People’; discusses the importance of management, leadership, training, development and the immediate impact on your businesses marketing results. The second section is called ‘Perception’. Some people have created irrefutable positions in the market by encouraging unique perceptions.
This is a great easy-to-follow guide on the essentials for a successful marketing strategy. I would highly recommend this book to anyone in the B2B marketing industry.
Star rating: 4/5
