If everyone already knows that a business needs customers to survive, and if everyone already knows that marketing is the key function for finding, keeping and serving customers profitably...then why is there so much confusion and poor practice around marketing? The answer is twofold. First, many know-it-alls (bosses, gurus, teachers, trainers and even authors) focus their prescriptions on a relatively narrow area of understanding. But marketing involves wide-ranging skills sets and activities including research, strategic thinking, creativity, communication, forecasting, project management and business intuition. In order to make marketing work for your organization, you need a sense of the big picture. At the same time, too much of the advice out there is needlessly convoluted. Marketing is difficult enough without the complication of hyperbole, fads and buzzwords. Can't we all just have a real business-level conversation here? 30 Doses for Marketing Success provides broad perspectives, simple language and practical advice to help you get on a better path for more effective marketing. This "best of" collection of columns from Jim Karrh, Ph.D. includes insights on research, media relations, pricing, customer service, strategic storytelling and street-level sales. As a bonus, $1 from each book sold will benefit the Vascular Anomalies Center of Excellence at Arkansas Children's Hospital. Dr. Karrh synthesizes his learnings as a consultant, university professor, corporate marketing leader and entrepreneur with both clarity and humor. Importantly, 30 Doses for Marketing Success also begins and ends with provocative points of view from The Consumer - so that you and your organizational colleagues can keep the proper focus. You will likely find yourself sharing this book with your colleagues, and even picking it back up yourself time and time again. That can mean a much better chance of marketing success - for the long haul.
About the Author: Dr. Jim Karrh's unique perspectives on marketing draw from his broad background as a corporate marketing leader, researcher, professor, entrepreneur, speaker and award-winning columnist. Today Dr. Karrh works with Fortune 500 and Inc. 5000 companies, top associations and startup firms to build more effective marketing strategy, research and sales. He is also a sought-after keynote speaker and panelist. Jim earned Ph.D., M.A., and B.S. degrees from the University of Florida and an M.B.A. from the Fuqua School of Business at Duke University. He served as Chief Marketing Officer of Mountain Valley Spring Company, where his integrated marketing and public relations program was judged best among members of the International Bottled Water Association (IBWA). He has also served as a university professor, advertising agency executive and small-business owner. Dr. Karrh's award-winning Karrh On Marketing column appears regularly in Arkansas Business, Entrepreneur.com, and in many top sales and marketing blogs.