R. Stephen Rayfield

There are many books that describe how to market your company. This is not one of those books. Instead this work proves a case for why marketing is a critical element for managing a successful business.  It helps you to understand the real value of marketing for your company, regardless of whether it is big or small, new or established, private or public.

Many people think they are correctly marketing their capabilities and abilities, but they are not.  They do not really understand this thing called ‘Marketing’ and what value it holds for all shareholders.

This book describes a mythical company called CONE Inc. and its need to grow.  The president becomes aware that the missing link in his business formula is the absence of a strong integrated marketing plan.  With this realization, he sets out on a journey to find the critical information.

The president is joined on his journey of discovery by a senior staff member.  Together they explore and are guided through the marketing process by a third person with the wisdom of business and actual marketing experience. With their guide, they explore, chapter by chapter, the key elements of the critical area of marketing.

Enjoy your read of this interesting business parable.  It provides you with understandings of the key role that marketing plays in complex but fundamental business techniques.  The sound learning and specific formulas in each chapter will help you to make integrated marketing work for you and your business.