Marketing for People Not in Marketing

Rick Crandall, Editor
Institute for Effective Marketing (1998)
ISBN 0964429489
Reviewed by Jennifer Woodard for Reader Views (6/06)

“Marketing for People Not in Marketing” is geared toward helping people build better customer relationships. This is a very good beginning level book on building a great customer service team and overall attitude for your business.

The information is relevant although somewhat outdated. The business world has changed a great deal since 1998. Even with that said, this book could have been written in 1928 and the information would still be very helpful and effective. The goal is the help you build a customer centered business. Many businesses say that they are about the customer, but how many actually put the customer first. Many books were written about the same time as this book concerning customer service. Here we are, almost 10 years later and customer service has gotten worse not better. Seems as if many are talking about great customer service however just not giving customers great service.

If you truly want to give your customers great service, this is the book for you. This book tells you that every person in your business is in the customer service business and how a truly customer centered business understands this.

The book is edited by Rick Crandall and covers nine chapters. Each chapter is written by a different customer centered business person and tells you how you can accomplish great customer service in their area of expertise.

Chapter 1: Why marketing is for everyone. By Rick Crandall
Chapter 2: Using marketing to build a successful business. By Jim Rhode
Chapter 3: The secrets of effective networking. By Elaine Dumler
Chapter 4: Don’t sell - Help people by. By Linda Fracasst
Chapter 5: Servant Selling. By Bill Blades
Chapter 6: Get 100% of the Business from 100% of your customers. By Ed Peters
Chapter 7: Marketing to your employees with incentives. By Rick Blabolil
Chapter 8: The magic of a marketing system. By Theodore Garrison III
Chapter 9: How to build a marketing machine. By Christian Frederiksen

When you finish reading each chapter there is an conclusion/summary and action you can take. If you are ready to focus your business on your customers, this book is a great beginning.

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