Martin Noblet, Managing Director at ADIUVEX Ltd, reads The Marketing Director’s Handbook by Tim Arnold and Guy Tomlinson.
For the recently promoted or recruited marketing director this could be the best investment you ever make. Why? Not simply because the book is probably one of the most comprehensive you will ever read but because it is written by authors who have been there and observed what they refer to the graveyard of marketers. The book’s strengths lie not in its very sound coverage of most of the disciplines that make up marketing. The real strengths lie in the insight and wisdom the authors bring to their subject. As marketers climb the career ladder, the game changes from technical and creative competence to political and leadership mastery. If you only read the first two chapters for their guidance on survival and success at the top table it will be money and time very well spent. I wish this book had been around when I became a marketing director in my early thirties.
The book is substantial (389pp) but full of useful insight and practical help. It is broken down into four main sections – Marketing Essentials, The Marketing Year, Operational Leadership and, lastly, Major Project Planner. There are signposts and cross references throughout to enable the reader to go end-to-end or select topics as needed. There is wise and practical advice on issues that academic tomes seem to forget or pass over quickly. These include managing the board, colleagues and the marketing team. In Part 4 there are a number of themes which can help the new director address some of the thornier issues such as Crisis Management, NPD, Restoring Growth and Mergers and Acquisitions. The authors are less strong on digital but, given the rate of change, it is entirely forgivable. The only bit of ‘cheesy’ is the use of pop song titles at the head of each chapter.
The Marketing Director’s Handbook, The Marketing Directors Ltd, £49.99. review of The Marketing Director’s Handbook on our blog.
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