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Sweet Spot: How to Maximize Marketing for Business Growth
By Arun Sinha


 


Product Description:

What if your business could make growth and innovation look easy? What if you could beat the competition day in and day out? You can. Sweet Spot shows you how to align all the vital parts of your business to create a competitive advantage and long-lasting success. You’ll learn how to bring smart marketing together with good leadership to find your business’s sweet spot.



Summary: Thin treatment of a great subject
Rating: 1

This book fails on many levels. What is the thesis? Is it about business growth? You will find precious little here. Is it to describe great marketing companies and how they got there? You'll have to look really hard to find much of value. Is it about new ways of doing marketing? Maybe I've been in marketing too long, but this book provided no contribution. "Move the market," "outdate to innovate," "create a boffo buzz," "get inside the consumer's mind," "segment your market," "communicate consistently." These topics have all been covered elsewhere, and with a lot more skill and depth. The reader would be better off re-reading classic "old" marketing material like Kotler. Where you will get depth is the author's descriptions of the various high level marketing positions he has held, and a list of reasons why he believes his company, Pitney Bowes, belongs in the big leagues of great marketing companies like Apple, Google, FedEx, and Starbucks. Sorry, I don't buy it. A little more humility towards the subject would have been appreciated. The art (or science, depending on your point of view) of marketing is a rich field that is loved by many, and not completely mastered in a lifetime by anyone. It deserves much more than this book offers.