Marketing Strategy Book Discussion

by Chris Kenton on October 13, 2006

I’ve been putting the pieces in place to do something more substantive with this blog, and I’m excited now to announce it. Some of you will remember the discussion a few weeks back about Victor Cook, and his groundbreaking book on marketing finance, Competing for Customers and Capital. Victor is not only an author but a fantastic educator and he’s put together a lot of supplemental materials to help marketers understand the concepts behind his book.

Now, Victor will participate in an extended online book discussion right here on Marketonomy. He’s divided the book up into four segments, and we’ll tackle one of those segments each week beginning October 23. If you ever wanted to get a stronger grasp on business strategy and its application to marketing, now’s your chance to directly engage one of the best minds in the field.

Here’s how it will work. If you want to participate, click through to the Book Discussion page for an overview of the program. There’s no cost and no registration requirement. You can pick up the book through a direct link to Amazon. Next week we’ll tee off with a general discussion of the concepts behind the book, carried out through blog entries and comments. Victor is putting together some Breeze presentations, PowerPoints and .pdfs to supplement the material, and we’ll provide links to those materials each week when we kick off a segment.

If you’d like to participate, just jump into the fray. We’ll be offering some unique opportunities to everyone who engages in the dialog to join some other marketing strategy projects. In a very real sense, we’re trying to build a strong foundation for a robust theory of marketing strategy, and just as important as the concepts are the people. So don’t sit on the sidelines.

You’ll see a lot more about this next week. For now, check out the Competing for Customers and Capital book discussion page.

{ 1 comment… read it below or add one }

Toby November 11, 2006 at 8:19 am

Christopher – late to the party but wanted to let you know I think this a brilliant idea. Great use of social media to allow a deeper explanation/discussion of the author’s work. It’s almost like a mini workshop. Congrats!

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