In the first of a new series of book reviews, Phil discusses one of his favourite marketing books: The E-Myth Revisited by Michael Gerber. Although from a casual read this is a book is about small business, Phil uncovers two important lessons that all marketers and entrepreneurs must understand and embrace if they are to create a winning marketing strategy.
Phil is on a mission to promote the power of marketing and the importance of a well-supported marketing function within a business. Understanding the mind of the entrepreneur is the first step for any marketer seeking to achieve better buy-in from the leadership team. The second step is to understand your true role in a business is as a coordinator and change agent, not a technician.
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