Getting to Big the Small Way

By Frank Prestipino

Book Overview

In this work Frank Prestipino delivers an executable strategy for pinpointing areas where incremental change will deliver large returns. The book includes a scorecard to measure results. This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 007148440X
• ISBN13: 9780071484404
• Release Date: November 2007
• Publisher: McGraw-Hill
• Length: 322 Pages
• Weight: 1.45 lbs.
• Dimensions: 1.1" x 6.4" x 9.3"

Customer Reviews

One of the best books on high tech marketing strategy and tactics

It's always a challenge when you join a company's marketing department to know exactly what marketing entails. Is it sales support, strategy, promotion or product definition? Frank Prestipino covers a range of marketing activities that are particularly applicable to high tech marketing. Specifically it echoes the highly successful Oracle software and services marketing machine. Not since I read the now out-of-print Regis Touch by Regis McKenna have I come across such a pragmatic marketing book. It covers sales support, branding, competitive analysis, niche marketing, pricing, messaging and more. It also deals with solving the problems of office politics to which a marketing department, trapped between sales and engineering, is prone. Every new marketing manager should take a look at this book and discuss with his/her boss which of the many functions described are priorities. I particularly liked the action-oriented blank tables for doing reality checks on markets and marketing processes. The book ends with extensive lists of metrics for measuring business progress. Next time a CEO won't listen to you because you are speaking tactics throw this book at him/her. As the book shows an excellent marketing manager will have razor sharp strategy, but also an eye for nitty gritty details.

Low Risk Option to Growth

The talent you need to grow the business almost always lies within the employees you already have. The biggest challenge most companies face is how to make employees feel comfortable and rewarded for their small but significant contributions. This book shows you how. It will not leave you wondering how to apply the methods and strategies. In Chapter 8 you get it all in a workbook style to pick those areas to work on in small incremental steps that will leadto growth no matter the economic condition or comeptitive landscape. This alternative approach is so simple it is dismarning. This is a management book with a plan you can use today.