Author and speaker Dan Kennedy has written a basic, solid manual for marketing practitioners. He covers all the familiar fundamentals from developing a unique selling proposition (USP), to practicing target marketing, to using testimonials and celebrity endorsements. His plan is well organized, carefully thought out and based on his own extensive experience in marketing and sales. Certainly Kennedy’s plan, which is made up mostly of tried-and-true marketing strategies, can help your business. However, seasoned marketing professionals looking for new tactics will require something more advanced. getAbstract suggests this book to marketers beginning their careers, small business owners conducting in-house marketing or people in other fields seeking an overview of marketing.
In this summary, you will learn
- How to craft the right message for your product or service;
- How to find your unique selling proposition (USP);
- How to target your message;
- How to generate publicity; and
- How to take advantage of new technology to sell your product.
About the Author
Dan S. Kennedy has written several books about sales and marketing. He is a frequent public speaker and produces television "infomercials" with celebrity spokespeople.