July 19, 2013,
Guru in a Bottle 
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Ian Smith, UK Head of Marketing, Harris Interactive reviews High Impact Marketing That Gets Results for B2B Magazine:
The strength of this latest book, from the successful Guru in a Bottle series, is in its blending of tried and tested marketing models from the academics, with bang-up-to-date examples and anecdotal evidence from seasoned marketing practitioners. This is then consolidated with a variety of relevant, informative and interesting case studies from both B2B and B2C brands.
I found this book to be well written, with Kolah making even the most complicated of topics accessible and entertaining. The content is clearly signposted and sensibly organised into 10 comprehensive chapters covering a wide range of marketing topics from: how to conduct market segmentation, to writing a marketing plan, to PR. Appropriate attention is given to strategic considerations as well as more tactical applications.
Each chapter is fully referenced for further reading and though it has an ambitiously broad scope, there’s enough depth to provide those relatively new to marketing the confidence and encouragement to get started. It’s rich with best practice guides, action plans, and templates to get you going.
For the more seasoned B2B marketing practitioner, there are three compelling reasons to read this book:
- The B2B-focused content of this book isn’t consigned to a single chapter somewhere towards the end of the book. Kolah is sensitive to the needs of both B2C and B2B marketing, calling out the differences when required, but for the most part he champions fundamental similarities.
- It’s up-to-date. The chapter on emarketing in particular is worthy of reference. It deals with topics such as using Twitter and Facebook for business, and also provides an incredibly useful framework for measuring social emarketing activity.
- It’s only £20. At a time where marketing resources are evermore stretched, this guru is a cost-effective and possibly the most useful addition to your marketing team this year.
Overall, this book is the best of its type that I have read in a long time, and I was impressed with the way it was written and presented.
STAR RATING: 5/5
Ian Smith (MA Strategic Marketing Management / Dip DM) is an innovative and experienced marketing professional with an excellent track record in the development and delivery of a wide range of strategic, brand-aligned marketing programmes; to both an internal and external audience. Ian has worked across a wide range of industry sectors and geographies. Ian has exceptional project management and software skills gained through managing major projects from employee recognition schemes to website development; e-communications and brand development programmes.
He’s a specialist in marketing strategy development and implementation; integrated marketing communications campaign management and budget management.
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