Marketing Masters: The Best Ideas, Tips and Strategies from Canada's Savviest Marketeers

Janet Arnett is the former campus manager of adult education at Ontario’s Georgian College. She is the author of Antiques and Collectibles: Starting Small, The Grange at Knock, and 673 Ways to Save Money.

Articles from Profit, a Canadian magazine for entrepreneurs, have been
organized into broad-band categories to cover the basics of marketing.
Each cluster of articles is given unity by an introductory essay that
highlights common threads and emphasizes related strategies.

The articles are short, usually move directly to the point, and are
consistently clutter-free and easy to read. Enthusiasm and success
dominate as themes, with a can-do attitude evident throughout.

“Marketing,” in the context of this collection, includes
promotion, advertising, public relations, customer service, sales,
packaging, direct mail, telemarketing, and follow-up. The core message
is that marketing, in all its various guises, is the soul of every
business.

The majority of the articles concentrate on one situation—one issue
or strategy as it played out for one specific business. The result is a
behind-the-scenes look at many real companies and the methods they used
to become successful. Retail, commercial, and industrial businesses are
represented in the flood of examples.

The book is a refreshing change from traditional textbook-style works.
It is light reading, packed with real-life ideas, examples, and
strategies ready for adoption by the receptive entrepreneur.