Competitive Intelligence, Marketing Consultancy and home of the REPAMA Methodology that Visualises Competitive Differentiation

books

The Psychology of Decision Making

Published August 13, 2009 | By Danny Goodall

Carrying on from my blog on “corporate shyness”, I’m looking here at the different ways we evaluate information and make decisions. The first thing to say is that this is a big subject and one that others are much better qualified to cover than I am. Myers-Briggs has led much of the work on personality types and if you’re looking for in depth information that is not a bad place to start. But I am going to look at how personality traits influence the way we make decisions and what impact that might have on a marketing strategy aimed at influencing people.

Intuition

People who rely on intuition to make decisions typically believe that they see the whole… Continue reading →

Posted in All Blog Categories, communication, job roles, marketing, Marketing Strategy, product marketing, Recommended Reading |

Tagged audience, books, Danny Goodall, Lustratus, marketing communication, marketing strategy, personality types, product marketing, psychology, REPAMA |

Book recommendation – Positioning: The Battle for Your Mind by Ries and Trout

Published February 4, 2009 | By Danny Goodall

As I mentioned in this blog entry on the Positioning Statement, I learned a lot from Al Ries and Jack Trout‘s book Positioning: The Battle for Your Mind. My copy, published in 2000 is the 20th anniversary edition and I must admit to thinking that its relevance may have diminished over the the 20+ years since it was published. That’s not the case as the concept of positioning and the associated disciplines and exercises really haven’t changed that much in that time.

That said many of the examples, and the book uses hundred of examples and case studies to make its point, are a little dated. Whilst an attempt has been made to bring… Continue reading →

Posted in All Blog Categories, communication, Competition and Competitive Intelligence, go-to-market, marketing, Marketing Strategy, positioning, product marketing, Recommended Reading |

Tagged Al Ries, book, books, competition, Danny Goodall, Jack Trout, Lustratus, marketing strategy, positioning, product marketing, REPAMA |

Book recommendation – The Jelly Effect – Make your communication stick by Andy Bounds

Published December 2, 2008 | By Danny Goodall

A great book if you want to freshen up your client/prospect communications and empower your sales team to sell more.

I read a lot. Mainly fiction but I also read a fair bit of marketing strategy. In the main these books are OK and I typically “learn” something every time. But just occasionally, as was the case with Product Marketing for Technology Companies by Mark Butje they really make an impact. The Jelly Effect – How to make your communication stick by Andy Bounds is one such book.

If I’m honest, the structure is not completely intuitive. The main subjects – Networking, How to sell more, Referrals and Presentations don’t really gel together for me.… Continue reading →

Posted in All Blog Categories, communication, marketing, Marketing Strategy, product marketing, prospects, Recommended Reading |

Tagged andy bounds, books, Danny Goodall, Lustratus, marketing communication, marketing strategy, REPAMA |

Book recommendation

Published October 6, 2008 | By Danny Goodall

I’d like to recommend a book today. I came across it a couple of weeks ago and whilst I don’t know the author, it felt like it was written by someone I knew. It’s well worth a read if you’re in product marketing, product management or strategic marketing planning. It’s called quite simply “Product Marketing for Technology Companies” and it’s written by a guy called Mark Butje.