Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Great Marketing book, 25 Dec 2007
I thought I knew a fair bit about marketing until I read this book. A must for every coach, and business owner/ entreupeuner who wants to expand and make their business more effective. Having a great product alone will not pay the bills, this book will help you to pay the bills and more if the principles are applied, it is priceless and worth every pennny.

Everything you wanted to know about marketing but were afraid to ask!, 16 Apr 2007
As a fledging life coach I must say that the marketing side of the business was the scariest area to contemplate. After looking at Hannahs marketing website and being impressed with that I decided to buy the book. I am very glad that I did. It is presented clearly and concisely with an appropriate amount of humour. You'll need to buy the book to find this out but I suspect not many marketing books mention ducks!!! It is not dry and it is crystal clear that Hannah sure knows her stuff. It has exercises that you can do to build up your plans and work towards your goals. I bought mine from her website and she had kindly signed it, a sign to me that she cares about her business and who she connects with.

If you are going to buy one book on marketing for coaches then make it this one.

Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Great Marketing book, 25 Dec 2007
I thought I knew a fair bit about marketing until I read this book. A must for every coach, and business owner/ entreupeuner who wants to expand and make their business more effective. Having a great product alone will not pay the bills, this book will help you to pay the bills and more if the principles are applied, it is priceless and worth every pennny.

Everything you wanted to know about marketing but were afraid to ask!, 16 Apr 2007
As a fledging life coach I must say that the marketing side of the business was the scariest area to contemplate. After looking at Hannahs marketing website and being impressed with that I decided to buy the book. I am very glad that I did. It is presented clearly and concisely with an appropriate amount of humour. You'll need to buy the book to find this out but I suspect not many marketing books mention ducks!!! It is not dry and it is crystal clear that Hannah sure knows her stuff. It has exercises that you can do to build up your plans and work towards your goals. I bought mine from her website and she had kindly signed it, a sign to me that she cares about her business and who she connects with.

If you are going to buy one book on marketing for coaches then make it this one.

A view from an outsider, 05 Jun 2008
I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4.

I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.

Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.

Top book! Top read! Top man!, 21 Feb 2006
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and creative. And negotiating skills too. I recommend this book to entrepreneurs who want to learn how to target their clients/ customers better (and find them!). I recommend this book to anyone interested in marketing. And finally anyone interesting in getting into advertising or interested in getting a job...read this book! Jon Steel is a legend in his field and is behind some very successful US campaigns like GOT MILK?. Read this book and you’ll understand why he’s so good. Happy reading.
Phil McNally
Author of 'Winning Mentality- 7 Mind Techniques used by Winners'
GET A CHAPTER FREE FROM http://www.winningmentality.co.uk
AS READ BY GOLD MEDALLISTS JONNY WILKINSON, CHRIS HOY, & KELLY HOLMES!

The best book on advertising you could read, 15 Jun 2004
On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.

Highly Recommended!, 04 Jun 2004
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.

A medal for Mr Steel, please, 12 Feb 2004
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent.
If only all books on marketing and advertising were this good.
Only one gripe: why no sequel STILL?

Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Great Marketing book, 25 Dec 2007
I thought I knew a fair bit about marketing until I read this book. A must for every coach, and business owner/ entreupeuner who wants to expand and make their business more effective. Having a great product alone will not pay the bills, this book will help you to pay the bills and more if the principles are applied, it is priceless and worth every pennny.

Everything you wanted to know about marketing but were afraid to ask!, 16 Apr 2007
As a fledging life coach I must say that the marketing side of the business was the scariest area to contemplate. After looking at Hannahs marketing website and being impressed with that I decided to buy the book. I am very glad that I did. It is presented clearly and concisely with an appropriate amount of humour. You'll need to buy the book to find this out but I suspect not many marketing books mention ducks!!! It is not dry and it is crystal clear that Hannah sure knows her stuff. It has exercises that you can do to build up your plans and work towards your goals. I bought mine from her website and she had kindly signed it, a sign to me that she cares about her business and who she connects with.

If you are going to buy one book on marketing for coaches then make it this one.

A view from an outsider, 05 Jun 2008
I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4.

I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.

Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.

Top book! Top read! Top man!, 21 Feb 2006
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and creative. And negotiating skills too. I recommend this book to entrepreneurs who want to learn how to target their clients/ customers better (and find them!). I recommend this book to anyone interested in marketing. And finally anyone interesting in getting into advertising or interested in getting a job...read this book! Jon Steel is a legend in his field and is behind some very successful US campaigns like GOT MILK?. Read this book and you’ll understand why he’s so good. Happy reading.
Phil McNally
Author of 'Winning Mentality- 7 Mind Techniques used by Winners'
GET A CHAPTER FREE FROM http://www.winningmentality.co.uk
AS READ BY GOLD MEDALLISTS JONNY WILKINSON, CHRIS HOY, & KELLY HOLMES!

The best book on advertising you could read, 15 Jun 2004
On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.

Highly Recommended!, 04 Jun 2004
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.

A medal for Mr Steel, please, 12 Feb 2004
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent.
If only all books on marketing and advertising were this good.
Only one gripe: why no sequel STILL?

Marketing, A mature student perspective, 08 Jan 2003
I purchased this book to assist me with my studies aa part of an MBA course, I am a mature student returning to study and have some years of experience in an administration capacity and some knowledge of the subject.

I have found the book easy to read with a variety of material to assist and links into other topics which I am studying. It appears to have been written by someone who understands the student needs. It is well researched and is not a pure academics book, the cases are based in real life and this enables the reader to relate it to their own knowledge and experience.

The depth of material covered and the CD Rom supplied together with the on line assistance makes it extremely useful for part time students who are also working.

The format of the material is broken down into managable sections and the excellent variety created by the prolific use of diagrams, colour, real advertisements, and stories make it easy to read. This is not always possible to achieve with study material.

The book can be considered as a definative text covering the whole subject of Marketing for both students and academics. I found some parts simplistic at times to mature students such as myself but as a new starter to the subject it is invaluable.

Simply Essential, 11 Jul 2002
A great reference for anyone studying Marketing. Well written with plenty of small case studies and questions to reinforce the learning. The CD has some useful tools too, including a marketing plan template that is useful for study and work.

Easy to read, well structured and puts in to english that which some of the subject's other writers (such as Kotler) have written rather confusingly.

Wide ranging and comprehensive with CD ROM and web site, 02 Sep 2001
For students of marketing the Jobber 3rd edition is a valuable reference book containing plenty of case studies and study questions. The layout is clear and easy to follow, with a good selection of marketing models and graphs. All of the principal areas of marketing are covered. The section of services marketing is very useful, traditional marketing books have often under valued this area of marketing. The book comes with a CD ROM and a web site with excellent student and lecturer support. Each chapter has a set of on-line questions, which means revision can take place anywhere one can access a PC and the Internet. A very useful package.

Easy to read and very understandable, 05 Mar 2000
Before reading this book I had no knowledge whatsoever about marketing. This book has got me through my exams. It is very understandable and makes good use of diagrams and case studies. It goes into each subject in a great deal of depth. After every chapter there are review questions to answer to ensure your understanding. I recommend it to anyone studying marketing.

One of ther most readable and up to date texts available., 20 Sep 1999
This is an excellent book for any degree students (inc MBA) or businessmen who need to get a feel for what marketing is about. Very readable and up to date, probably the best book of its kind at present. Good use of diagrams and plenty of examples included in the text.

Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Great Marketing book, 25 Dec 2007
I thought I knew a fair bit about marketing until I read this book. A must for every coach, and business owner/ entreupeuner who wants to expand and make their business more effective. Having a great product alone will not pay the bills, this book will help you to pay the bills and more if the principles are applied, it is priceless and worth every pennny.

Everything you wanted to know about marketing but were afraid to ask!, 16 Apr 2007
As a fledging life coach I must say that the marketing side of the business was the scariest area to contemplate. After looking at Hannahs marketing website and being impressed with that I decided to buy the book. I am very glad that I did. It is presented clearly and concisely with an appropriate amount of humour. You'll need to buy the book to find this out but I suspect not many marketing books mention ducks!!! It is not dry and it is crystal clear that Hannah sure knows her stuff. It has exercises that you can do to build up your plans and work towards your goals. I bought mine from her website and she had kindly signed it, a sign to me that she cares about her business and who she connects with.

If you are going to buy one book on marketing for coaches then make it this one.

A view from an outsider, 05 Jun 2008
I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4.

I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.

Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.

Top book! Top read! Top man!, 21 Feb 2006
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and creative. And negotiating skills too. I recommend this book to entrepreneurs who want to learn how to target their clients/ customers better (and find them!). I recommend this book to anyone interested in marketing. And finally anyone interesting in getting into advertising or interested in getting a job...read this book! Jon Steel is a legend in his field and is behind some very successful US campaigns like GOT MILK?. Read this book and you’ll understand why he’s so good. Happy reading.
Phil McNally
Author of 'Winning Mentality- 7 Mind Techniques used by Winners'
GET A CHAPTER FREE FROM http://www.winningmentality.co.uk
AS READ BY GOLD MEDALLISTS JONNY WILKINSON, CHRIS HOY, & KELLY HOLMES!

The best book on advertising you could read, 15 Jun 2004
On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.

Highly Recommended!, 04 Jun 2004
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.

A medal for Mr Steel, please, 12 Feb 2004
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent.
If only all books on marketing and advertising were this good.
Only one gripe: why no sequel STILL?

Marketing, A mature student perspective, 08 Jan 2003
I purchased this book to assist me with my studies aa part of an MBA course, I am a mature student returning to study and have some years of experience in an administration capacity and some knowledge of the subject.

I have found the book easy to read with a variety of material to assist and links into other topics which I am studying. It appears to have been written by someone who understands the student needs. It is well researched and is not a pure academics book, the cases are based in real life and this enables the reader to relate it to their own knowledge and experience.

The depth of material covered and the CD Rom supplied together with the on line assistance makes it extremely useful for part time students who are also working.

The format of the material is broken down into managable sections and the excellent variety created by the prolific use of diagrams, colour, real advertisements, and stories make it easy to read. This is not always possible to achieve with study material.

The book can be considered as a definative text covering the whole subject of Marketing for both students and academics. I found some parts simplistic at times to mature students such as myself but as a new starter to the subject it is invaluable.

Simply Essential, 11 Jul 2002
A great reference for anyone studying Marketing. Well written with plenty of small case studies and questions to reinforce the learning. The CD has some useful tools too, including a marketing plan template that is useful for study and work.

Easy to read, well structured and puts in to english that which some of the subject's other writers (such as Kotler) have written rather confusingly.

Wide ranging and comprehensive with CD ROM and web site, 02 Sep 2001
For students of marketing the Jobber 3rd edition is a valuable reference book containing plenty of case studies and study questions. The layout is clear and easy to follow, with a good selection of marketing models and graphs. All of the principal areas of marketing are covered. The section of services marketing is very useful, traditional marketing books have often under valued this area of marketing. The book comes with a CD ROM and a web site with excellent student and lecturer support. Each chapter has a set of on-line questions, which means revision can take place anywhere one can access a PC and the Internet. A very useful package.

Easy to read and very understandable, 05 Mar 2000
Before reading this book I had no knowledge whatsoever about marketing. This book has got me through my exams. It is very understandable and makes good use of diagrams and case studies. It goes into each subject in a great deal of depth. After every chapter there are review questions to answer to ensure your understanding. I recommend it to anyone studying marketing.

One of ther most readable and up to date texts available., 20 Sep 1999
This is an excellent book for any degree students (inc MBA) or businessmen who need to get a feel for what marketing is about. Very readable and up to date, probably the best book of its kind at present. Good use of diagrams and plenty of examples included in the text.

The only retail text book you will need!!, 29 Aug 2006
I was taught by Professor Peter McGoldrick and his book covers absolutely everything you need as a retail marketing student in an easy-going manner which typically personifies him; it is extremely thorough but stimulating reading with some first-class case studies.

Essential Book, 24 Mar 2006
As a Retail Marketing student, I have come accross many texts about Retail and Marketing but this one is outstanding. It's a useful book to have on your self. If there's a topic you need to know related to retail, it will be covered fully in this book! Easy to read and not longwinded like some other textbooks. Buy!

Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Great Marketing book, 25 Dec 2007
I thought I knew a fair bit about marketing until I read this book. A must for every coach, and business owner/ entreupeuner who wants to expand and make their business more effective. Having a great product alone will not pay the bills, this book will help you to pay the bills and more if the principles are applied, it is priceless and worth every pennny.

Everything you wanted to know about marketing but were afraid to ask!, 16 Apr 2007
As a fledging life coach I must say that the marketing side of the business was the scariest area to contemplate. After looking at Hannahs marketing website and being impressed with that I decided to buy the book. I am very glad that I did. It is presented clearly and concisely with an appropriate amount of humour. You'll need to buy the book to find this out but I suspect not many marketing books mention ducks!!! It is not dry and it is crystal clear that Hannah sure knows her stuff. It has exercises that you can do to build up your plans and work towards your goals. I bought mine from her website and she had kindly signed it, a sign to me that she cares about her business and who she connects with.

If you are going to buy one book on marketing for coaches then make it this one.

A view from an outsider, 05 Jun 2008
I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4.

I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.

Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.

Top book! Top read! Top man!, 21 Feb 2006
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and creative. And negotiating skills too. I recommend this book to entrepreneurs who want to learn how to target their clients/ customers better (and find them!). I recommend this book to anyone interested in marketing. And finally anyone interesting in getting into advertising or interested in getting a job...read this book! Jon Steel is a legend in his field and is behind some very successful US campaigns like GOT MILK?. Read this book and you’ll understand why he’s so good. Happy reading.
Phil McNally
Author of 'Winning Mentality- 7 Mind Techniques used by Winners'
GET A CHAPTER FREE FROM http://www.winningmentality.co.uk
AS READ BY GOLD MEDALLISTS JONNY WILKINSON, CHRIS HOY, & KELLY HOLMES!

The best book on advertising you could read, 15 Jun 2004
On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.

Highly Recommended!, 04 Jun 2004
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.

A medal for Mr Steel, please, 12 Feb 2004
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent.
If only all books on marketing and advertising were this good.
Only one gripe: why no sequel STILL?

Marketing, A mature student perspective, 08 Jan 2003
I purchased this book to assist me with my studies aa part of an MBA course, I am a mature student returning to study and have some years of experience in an administration capacity and some knowledge of the subject.

I have found the book easy to read with a variety of material to assist and links into other topics which I am studying. It appears to have been written by someone who understands the student needs. It is well researched and is not a pure academics book, the cases are based in real life and this enables the reader to relate it to their own knowledge and experience.

The depth of material covered and the CD Rom supplied together with the on line assistance makes it extremely useful for part time students who are also working.

The format of the material is broken down into managable sections and the excellent variety created by the prolific use of diagrams, colour, real advertisements, and stories make it easy to read. This is not always possible to achieve with study material.

The book can be considered as a definative text covering the whole subject of Marketing for both students and academics. I found some parts simplistic at times to mature students such as myself but as a new starter to the subject it is invaluable.

Simply Essential, 11 Jul 2002
A great reference for anyone studying Marketing. Well written with plenty of small case studies and questions to reinforce the learning. The CD has some useful tools too, including a marketing plan template that is useful for study and work.

Easy to read, well structured and puts in to english that which some of the subject's other writers (such as Kotler) have written rather confusingly.

Wide ranging and comprehensive with CD ROM and web site, 02 Sep 2001
For students of marketing the Jobber 3rd edition is a valuable reference book containing plenty of case studies and study questions. The layout is clear and easy to follow, with a good selection of marketing models and graphs. All of the principal areas of marketing are covered. The section of services marketing is very useful, traditional marketing books have often under valued this area of marketing. The book comes with a CD ROM and a web site with excellent student and lecturer support. Each chapter has a set of on-line questions, which means revision can take place anywhere one can access a PC and the Internet. A very useful package.

Easy to read and very understandable, 05 Mar 2000
Before reading this book I had no knowledge whatsoever about marketing. This book has got me through my exams. It is very understandable and makes good use of diagrams and case studies. It goes into each subject in a great deal of depth. After every chapter there are review questions to answer to ensure your understanding. I recommend it to anyone studying marketing.

One of ther most readable and up to date texts available., 20 Sep 1999
This is an excellent book for any degree students (inc MBA) or businessmen who need to get a feel for what marketing is about. Very readable and up to date, probably the best book of its kind at present. Good use of diagrams and plenty of examples included in the text.

The only retail text book you will need!!, 29 Aug 2006
I was taught by Professor Peter McGoldrick and his book covers absolutely everything you need as a retail marketing student in an easy-going manner which typically personifies him; it is extremely thorough but stimulating reading with some first-class case studies.

Essential Book, 24 Mar 2006
As a Retail Marketing student, I have come accross many texts about Retail and Marketing but this one is outstanding. It's a useful book to have on your self. If there's a topic you need to know related to retail, it will be covered fully in this book! Easy to read and not longwinded like some other textbooks. Buy!

Important content about what drives customer attitudes and behaviour, 21 Oct 2008
The founder of a consulting and research company called beyond philosophy. They have had some considerable success (and became quite trendy) by developing a technique that measures the shape of the emotional response that consumers have to a brand or firm and to different brand experiences. Specifically, they identify a set of emotions that are related to advocacy (e.g. happiness), recommendation (e.g. trusted), attention (e.g. interested) and destroying (i.e. destroying relationship, e.g. irritated).

Their insight is that you can research these four different clusters in order to arrive at the emotional profile of your customer's response and this profile gives you much clearer and better insights into what you need to do to improve business success.

Moreover, the company and authors approach is to link these findings to the financial impact of change: what would be the result of moving particular emotional scores? By linking to the research done by Reichheld with the Net Promoter Score they are able to go significantly further in determining this value.

The background argument is made clearly and well (and is very soundly based, drawing on authoritative recent surveys of the mind and the role of emotion in shaping decision-making and behaviour). Emotions really matter, and understanding the detailed profile of your customer's response really does give much more useful insight into what to do.

Naturally, this is a book that is written to promote the author and his consulting/research company. All the evidence in it is drawn from these sources and are there not only to justify the argument but also to make the company and its 'beyond philosophy' approach attractive to marketing clients. Well, that is more or less something you do not put up with in the business world and Shaw does at least take us into the foothills of their methodology. I think you can learn from this even if you do not end up doing business with the company.

My own opinion is that this method needs to be taken one step further. The current tool is entirely generic: it assumes and uses one set of emotions for all customers. Given the relationship between emotion and value and the need of organisations to create unique value (their DNA), I believe that there is a step further that needs to be taken to get to a true DNA of customer experience.

A must read if you are serious about Customer Satisfaction, 04 Sep 2007
A great read ....
This is a very thought provoking and practical read at the same time! Working for a company that uses Net Promoter, this has really helped me see what I need to do to improve my Net Promoter score. I now realise we should be measuring emotions as part of our Customer Experience.

Essential reading for those serious about their business, 02 Jul 2007
Emotions drive $$$ in an experience!

I have never realised what an impact emotions have. The book identifies the four clusters of emotions that can literally drive or destroy value. The work has been done with London Business School so it must be right!

This has made me look at my interactions with Customers in a new way. I recommend that you read it.



True enlightenment!, 12 Jun 2007
Truly inspiring, a real eye-opener! This book was recommended by a good friend of mine who had heard Colin speak at a conference I was intrigued to learn more. This book is an enlightening read and has given personal inspiration to take next actions to improve my Customer's experience.

Easy to read, understand and implement, 04 Jun 2007
This is an enlightening book and an outstanding read. After reading the first two books by Shaw I believe this encapsulates the next stage of the Customer Experience. It is easy to read, easy to understand and easy to implement! I would recommend this book to anyone who wants to take the Customer Experience to the next level.

Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Great Marketing book, 25 Dec 2007
I thought I knew a fair bit about marketing until I read this book. A must for every coach, and business owner/ entreupeuner who wants to expand and make their business more effective. Having a great product alone will not pay the bills, this book will help you to pay the bills and more if the principles are applied, it is priceless and worth every pennny.

Everything you wanted to know about marketing but were afraid to ask!, 16 Apr 2007
As a fledging life coach I must say that the marketing side of the business was the scariest area to contemplate. After looking at Hannahs marketing website and being impressed with that I decided to buy the book. I am very glad that I did. It is presented clearly and concisely with an appropriate amount of humour. You'll need to buy the book to find this out but I suspect not many marketing books mention ducks!!! It is not dry and it is crystal clear that Hannah sure knows her stuff. It has exercises that you can do to build up your plans and work towards your goals. I bought mine from her website and she had kindly signed it, a sign to me that she cares about her business and who she connects with.

If you are going to buy one book on marketing for coaches then make it this one.

A view from an outsider, 05 Jun 2008
I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4.

I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.

Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.

Top book! Top read! Top man!, 21 Feb 2006
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and creative. And negotiating skills too. I recommend this book to entrepreneurs who want to learn how to target their clients/ customers better (and find them!). I recommend this book to anyone interested in marketing. And finally anyone interesting in getting into advertising or interested in getting a job...read this book! Jon Steel is a legend in his field and is behind some very successful US campaigns like GOT MILK?. Read this book and you’ll understand why he’s so good. Happy reading.
Phil McNally
Author of 'Winning Mentality- 7 Mind Techniques used by Winners'
GET A CHAPTER FREE FROM http://www.winningmentality.co.uk
AS READ BY GOLD MEDALLISTS JONNY WILKINSON, CHRIS HOY, & KELLY HOLMES!

The best book on advertising you could read, 15 Jun 2004
On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.

Highly Recommended!, 04 Jun 2004
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.

A medal for Mr Steel, please, 12 Feb 2004
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent.
If only all books on marketing and advertising were this good.
Only one gripe: why no sequel STILL?

Marketing, A mature student perspective, 08 Jan 2003
I purchased this book to assist me with my studies aa part of an MBA course, I am a mature student returning to study and have some years of experience in an administration capacity and some knowledge of the subject.

I have found the book easy to read with a variety of material to assist and links into other topics which I am studying. It appears to have been written by someone who understands the student needs. It is well researched and is not a pure academics book, the cases are based in real life and this enables the reader to relate it to their own knowledge and experience.

The depth of material covered and the CD Rom supplied together with the on line assistance makes it extremely useful for part time students who are also working.

The format of the material is broken down into managable sections and the excellent variety created by the prolific use of diagrams, colour, real advertisements, and stories make it easy to read. This is not always possible to achieve with study material.

The book can be considered as a definative text covering the whole subject of Marketing for both students and academics. I found some parts simplistic at times to mature students such as myself but as a new starter to the subject it is invaluable.

Simply Essential, 11 Jul 2002
A great reference for anyone studying Marketing. Well written with plenty of small case studies and questions to reinforce the learning. The CD has some useful tools too, including a marketing plan template that is useful for study and work.

Easy to read, well structured and puts in to english that which some of the subject's other writers (such as Kotler) have written rather confusingly.

Wide ranging and comprehensive with CD ROM and web site, 02 Sep 2001
For students of marketing the Jobber 3rd edition is a valuable reference book containing plenty of case studies and study questions. The layout is clear and easy to follow, with a good selection of marketing models and graphs. All of the principal areas of marketing are covered. The section of services marketing is very useful, traditional marketing books have often under valued this area of marketing. The book comes with a CD ROM and a web site with excellent student and lecturer support. Each chapter has a set of on-line questions, which means revision can take place anywhere one can access a PC and the Internet. A very useful package.

Easy to read and very understandable, 05 Mar 2000
Before reading this book I had no knowledge whatsoever about marketing. This book has got me through my exams. It is very understandable and makes good use of diagrams and case studies. It goes into each subject in a great deal of depth. After every chapter there are review questions to answer to ensure your understanding. I recommend it to anyone studying marketing.

One of ther most readable and up to date texts available., 20 Sep 1999
This is an excellent book for any degree students (inc MBA) or businessmen who need to get a feel for what marketing is about. Very readable and up to date, probably the best book of its kind at present. Good use of diagrams and plenty of examples included in the text.

The only retail text book you will need!!, 29 Aug 2006
I was taught by Professor Peter McGoldrick and his book covers absolutely everything you need as a retail marketing student in an easy-going manner which typically personifies him; it is extremely thorough but stimulating reading with some first-class case studies.

Essential Book, 24 Mar 2006
As a Retail Marketing student, I have come accross many texts about Retail and Marketing but this one is outstanding. It's a useful book to have on your self. If there's a topic you need to know related to retail, it will be covered fully in this book! Easy to read and not longwinded like some other textbooks. Buy!

Important content about what drives customer attitudes and behaviour, 21 Oct 2008
The founder of a consulting and research company called beyond philosophy. They have had some considerable success (and became quite trendy) by developing a technique that measures the shape of the emotional response that consumers have to a brand or firm and to different brand experiences. Specifically, they identify a set of emotions that are related to advocacy (e.g. happiness), recommendation (e.g. trusted), attention (e.g. interested) and destroying (i.e. destroying relationship, e.g. irritated).

Their insight is that you can research these four different clusters in order to arrive at the emotional profile of your customer's response and this profile gives you much clearer and better insights into what you need to do to improve business success.

Moreover, the company and authors approach is to link these findings to the financial impact of change: what would be the result of moving particular emotional scores? By linking to the research done by Reichheld with the Net Promoter Score they are able to go significantly further in determining this value.

The background argument is made clearly and well (and is very soundly based, drawing on authoritative recent surveys of the mind and the role of emotion in shaping decision-making and behaviour). Emotions really matter, and understanding the detailed profile of your customer's response really does give much more useful insight into what to do.

Naturally, this is a book that is written to promote the author and his consulting/research company. All the evidence in it is drawn from these sources and are there not only to justify the argument but also to make the company and its 'beyond philosophy' approach attractive to marketing clients. Well, that is more or less something you do not put up with in the business world and Shaw does at least take us into the foothills of their methodology. I think you can learn from this even if you do not end up doing business with the company.

My own opinion is that this method needs to be taken one step further. The current tool is entirely generic: it assumes and uses one set of emotions for all customers. Given the relationship between emotion and value and the need of organisations to create unique value (their DNA), I believe that there is a step further that needs to be taken to get to a true DNA of customer experience.

A must read if you are serious about Customer Satisfaction, 04 Sep 2007
A great read ....
This is a very thought provoking and practical read at the same time! Working for a company that uses Net Promoter, this has really helped me see what I need to do to improve my Net Promoter score. I now realise we should be measuring emotions as part of our Customer Experience.

Essential reading for those serious about their business, 02 Jul 2007
Emotions drive $$$ in an experience!

I have never realised what an impact emotions have. The book identifies the four clusters of emotions that can literally drive or destroy value. The work has been done with London Business School so it must be right!

This has made me look at my interactions with Customers in a new way. I recommend that you read it.



True enlightenment!, 12 Jun 2007
Truly inspiring, a real eye-opener! This book was recommended by a good friend of mine who had heard Colin speak at a conference I was intrigued to learn more. This book is an enlightening read and has given personal inspiration to take next actions to improve my Customer's experience.

Easy to read, understand and implement, 04 Jun 2007
This is an enlightening book and an outstanding read. After reading the first two books by Shaw I believe this encapsulates the next stage of the Customer Experience. It is easy to read, easy to understand and easy to implement! I would recommend this book to anyone who wants to take the Customer Experience to the next level.



A masterpiece. Succinct, well written and all you need to know about Key Account Management, 01 Oct 2008
The book provides an excellent overview of key account management. From the rationale of why it is important through to the provision of a series of useful tools, techniques and checklists. The book is easy to read, well structured and tells you all you need to know.

Excellent! Highly practical book on KAM, 06 Jun 2005
I was looking for information to help develop my key clients so looked at several books on account management. The Key Account Manager's Pocket Book is the most useful I have found in my opinion. It is not academic. Instead it provides an almost step-by-step guide on what you need to do to grow business, plus has an extremely useful from work on relationship management and tips on selling, negotiating and presenting.

Excellent book-the only one you really need for marketing of a SME business, 11 Aug 2008
I have bought a lot of business and marketing books and whilst some leave a lot to the imagination and motivation, this book hits the nail on the head every single time.

The book goes through everything clearly and explains in simple words why guerrilla marketing is the way forward especially for those businesses on a small budget.

I have only read a small part in this book however keep 'dipping' into Jays wealth of knowledge. I had thought about looking at gift vouchers for my business and how will go ahead with them as Jays book explains why vouchers are important to those in retail.

There is an in-depth list of skills and qualities we have but we often do not credit ourselves for. This list alone encouraged me to think about what I can do personally to make my business a huge success.

The can do attitude of Jay is motivational-a must have book for those who do not have the multi million pound budget to spend on marketing.

Guerrilla Marketing, 15 Aug 2007
A truely excellent book. As a SME owner myself, Jay provides lots of ideas about how to effectuively market your business. We are now implementing many of these ideas...even considering radio advertising because we thought it too expensive. Jay makes you think again! Clearly written with simple lists of things to go and make your marketing happen. The BIBLE!

Great Marketing book, 25 Dec 2007
I thought I knew a fair bit about marketing until I read this book. A must for every coach, and business owner/ entreupeuner who wants to expand and make their business more effective. Having a great product alone will not pay the bills, this book will help you to pay the bills and more if the principles are applied, it is priceless and worth every pennny.

Everything you wanted to know about marketing but were afraid to ask!, 16 Apr 2007
As a fledging life coach I must say that the marketing side of the business was the scariest area to contemplate. After looking at Hannahs marketing website and being impressed with that I decided to buy the book. I am very glad that I did. It is presented clearly and concisely with an appropriate amount of humour. You'll need to buy the book to find this out but I suspect not many marketing books mention ducks!!! It is not dry and it is crystal clear that Hannah sure knows her stuff. It has exercises that you can do to build up your plans and work towards your goals. I bought mine from her website and she had kindly signed it, a sign to me that she cares about her business and who she connects with.

If you are going to buy one book on marketing for coaches then make it this one.

A view from an outsider, 05 Jun 2008
I am not in any way connected to advertising, marketing or the business world. In fact, I'm a warehouse worker. However, I'm an avid reader and wanted to find out more about the advertising industry - my curiosity having been aroused by all those documentaries on BBC4.

I found this book really interesting. About how research can be flawed and how to conduct proper research. Then how the results from that research are used to form the advertising. What I most enjoyed reading about were, among other things, how to advertise an SUV vehicle that isn't that distinctive from it's rivals, or how to sell cycle helmets to kids who think that cycle helmets aren't cool - and to their parents. The most important thing that this book did for me was to describe the process of creating great advertising from it's initial inception right through to the finished product. And, as I touched on earlier, there are some great examples of very successful advertising campaigns being executed, seemingly, against great odds. I particularly enjoyed the chapter about the 'got milk?' campaign - which was responsible for increasing milk consumption in California when it had been in decline. I laughed out loud quite afew times. Infact, all of this book is written with great wit and humour. It's a joy to read and flows very easily.

Advertising is part of our culture. It's up there with art, music, the theatre and television. Whatever your views are about Western Capitalism you can't escape the fact that people like adverts, and are influenced by them despite what they say - I know that I am. So if you like culture you should read this book.

Top book! Top read! Top man!, 21 Feb 2006
Top book! Top read. Interesting and inspiring! And Intellectual. Jon describes the job and his part in VERY successful campaigns in such great detail. He really gets into the HEART and HEAD of the customer. Brilliant read. I read it on holiday and came back and soon after applied for jobs as account planner. I became a media planner with Mediacom (after discovering the similarities with account planner and the fact the were options for media planning jobs at the time). Good company. Good job. Analytical and creative. And negotiating skills too. I recommend this book to entrepreneurs who want to learn how to target their clients/ customers better (and find them!). I recommend this book to anyone interested in marketing. And finally anyone interesting in getting into advertising or interested in getting a job...read this book! Jon Steel is a legend in his field and is behind some very successful US campaigns like GOT MILK?. Read this book and you’ll understand why he’s so good. Happy reading.
Phil McNally
Author of 'Winning Mentality- 7 Mind Techniques used by Winners'
GET A CHAPTER FREE FROM http://www.winningmentality.co.uk
AS READ BY GOLD MEDALLISTS JONNY WILKINSON, CHRIS HOY, & KELLY HOLMES!

The best book on advertising you could read, 15 Jun 2004
On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way.
It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well.
If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it.
Brilliant.

Highly Recommended!, 04 Jun 2004
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.

A medal for Mr Steel, please, 12 Feb 2004
Brilliant, brilliant, brilliant.
This is the "King Lear" of writing about advertising: utterly indispensable, utterly unparalleled, utterly magnificent.
If only all books on marketing and advertising were this good.
Only one gripe: why no sequel STILL?

Marketing, A mature student perspective, 08 Jan 2003
I purchased this book to assist me with my studies aa part of an MBA course, I am a mature student returning to study and have some years of experience in an administration capacity and some knowledge of the subject.

I have found the book easy to read with a variety of material to assist and links into other topics which I am studying. It appears to have been written by someone who understands the student needs. It is well researched and is not a pure academics book, the cases are based in real life and this enables the reader to relate it to their own knowledge and experience.

The depth of material covered and the CD Rom supplied together with the on line assistance makes it extremely useful for part time students who are also working.

The format of the material is broken down into managable sections and the excellent variety created by the prolific use of diagrams, colour, real advertisements, and stories make it easy to read. This is not always possible to achieve with study material.

The book can be considered as a definative text covering the whole subject of Marketing for both students and academics. I found some parts simplistic at times to mature students such as myself but as a new starter to the subject it is invaluable.

Simply Essential, 11 Jul 2002
A great reference for anyone studying Marketing. Well written with plenty of small case studies and questions to reinforce the learning. The CD has some useful tools too, including a marketing plan template that is useful for study and work.

Easy to read, well structured and puts in to english that which some of the subject's other writers (such as Kotler) have written rather confusingly.

Wide ranging and comprehensive with CD ROM and web site, 02 Sep 2001
For students of marketing the Jobber 3rd edition is a valuable reference book containing plenty of case studies and study questions. The layout is clear and easy to follow, with a good selection of marketing models and graphs. All of the principal areas of marketing are covered. The section of services marketing is very useful, traditional marketing books have often under valued this area of marketing. The book comes with a CD ROM and a web site with excellent student and lecturer support. Each chapter has a set of on-line questions, which means revision can take place anywhere one can access a PC and the Internet. A very useful package.

Easy to read and very understandable, 05 Mar 2000
Before reading this book I had no knowledge whatsoever about marketing. This book has got me through my exams. It is very understandable and makes good use of diagrams and case studies. It goes into each subject in a great deal of depth. After every chapter there are review questions to answer to ensure your understanding. I recommend it to anyone studying marketing.

One of ther most readable and up to date texts available., 20 Sep 1999
This is an excellent book for any degree students (inc MBA) or businessmen who need to get a feel for what marketing is about. Very readable and up to date, probably the best book of its kind at present. Good use of diagrams and plenty of examples included in the text.

The only retail text book you will need!!, 29 Aug 2006
I was taught by Professor Peter McGoldrick and his book covers absolutely everything you need as a retail marketing student in an easy-going manner which typically personifies him; it is extremely thorough but stimulating reading with some first-class case studies.

Essential Book, 24 Mar 2006
As a Retail Marketing student, I have come accross many texts about Retail and Marketing but this one is outstanding. It's a useful book to have on your self. If there's a topic you need to know related to retail, it will be covered fully in this book! Easy to read and not longwinded like some other textbooks. Buy!

Important content about what drives customer attitudes and behaviour, 21 Oct 2008
The founder of a consulting and research company called beyond philosophy. They have had some considerable success (and became quite trendy) by developing a technique that measures the shape of the emotional response that consumers have to a brand or firm and to different brand experiences. Specifically, they identify a set of emotions that are related to advocacy (e.g. happiness), recommendation (e.g. trusted), attention (e.g. interested) and destroying (i.e. destroying relationship, e.g. irritated).

Their insight is that you can research these four different clusters in order to arrive at the emotional profile of your customer's response and this profile gives you much clearer and better insights into what you need to do to improve business success.

Moreover, the company and authors approach is to link these findings to the financial impact of change: what would be the result of moving particular emotional scores? By linking to the research done by Reichheld with the Net Promoter Score they are able to go significantly further in determining this value.

The background argument is made clearly and well (and is very soundly based, drawing on authoritative recent surveys of the mind and the role of emotion in shaping decision-making and behaviour). Emotions really matter, and understanding the detailed profile of your customer's response really does give much more useful insight into what to do.

Naturally, this is a book that is written to promote the author and his consulting/research company. All the evidence in it is drawn from these sources and are there not only to justify the argument but also to make the company and its 'beyond philosophy' approach attractive to marketing clients. Well, that is more or less something you do not put up with in the business world and Shaw does at least take us into the foothills of their methodology. I think you can learn from this even if you do not end up doing business with the company.

My own opinion is that this method needs to be taken one step further. The current tool is entirely generic: it assumes and uses one set of emotions for all customers. Given the relationship between emotion and value and the need of organisations to create unique value (their DNA), I believe that there is a step further that needs to be taken to get to a true DNA of customer experience.

A must read if you are serious about Customer Satisfaction, 04 Sep 2007
A great read ....
This is a very thought provoking and practical read at the same time! Working for a company that uses Net Promoter, this has really helped me see what I need to do to improve my Net Promoter score. I now realise we should be measuring emotions as part of our Customer Experience.

Essential reading for those serious about their business, 02 Jul 2007
Emotions drive $$$ in an experience!

I have never realised what an impact emotions have. The book identifies the four clusters of emotions that can literally drive or destroy value. The work has been done with London Business School so it must be right!

This has made me look at my interactions with Customers in a new way. I recommend that you read it.



True enlightenment!, 12 Jun 2007
Truly inspiring, a real eye-opener! This book was recommended by a good friend of mine who had heard Colin speak at a conference I was intrigued to learn more. This book is an enlightening read and has given personal inspiration to take