Mapping Out Marketing

Introduction

 

 

 

 

Most readers of this book are well-acquainted with both self-help and business practice books—two genres that increasingly blur together. A quick perusal of self-help books presents us with a consistent formula: state the problem, give the solution, and tell numerous stories about its origin and/or application.

These works are clearly well-meaning, with most having at least some value to readers who face similar situations in their professional lives. Some of these volumes become “bibles” for managers, who seek to use their lessons on a regular basis. Others tell their stories, leaving the messages to be forgotten.

Regardless, the “telling” is often long and anecdotal. There are times when reading the front and back covers ...