Book Review - Profiles in Marketing Excellence
Houston Business Journal - March 4, 2011
By Barrett Goldsmith
The marketing world is abuzz with social media blitzes and “viral” campaigns, but a local marketing guru believes none of the new paradigms — online or off —undercut the fundamentals of a well-executed campaign or a holistic strategy.
Pamela Lockard is the founder of Houston-based DMN3, a marketing agency that has worked with some of the Bayou City’s top companies. In 25 years of experience, she has gleaned a kernel or two of wisdom, and now she has launched a book to pop some of those kernels into the hands of companies and marketing professionals around the world.
“Profiles in Marketing Excellence” looks at 25 leaders in the industry from across the country, from the latest Silicon Valley digital message-masters to the most venerated Madison Avenue sages. Lockard has interviewed each of the leaders profiled, and the results are a series of both flashing insights and time-tested maxims.
The book focuses not on abstract concepts but on legitimate, business-first principles: return on investment, audience profiling, channel and message integration and relationship management. It also includes more than advertisers. Professors, executives and consultants all lend their expertise to the discussion.
“Profiles in Marketing” should appeal to all those executives and marketing professionals who hope to take their strategy and campaigns beyond the buzz and into the black.