Big Book of Marketing interview with editor Anthony Bennett
February 8th, 2010 — business901 | EditI had the pleasure of interviewing Anthony Bennet editor of the new book, THE BIG BOOK OF MARKETING released in January 2010 by McGraw-Hill on the Business901 Podcast. the book is based on material developed for one of Georgetown University Business School’s most popular marketing courses, THE BIG BOOK OF MARKETING is a unique and comprehensive guide to essential marketing practices from the world’s best marketers. The 86 companies represented in the book are industry leaders representing a range of goods and services, high-tech and low-tech industries, and industrial and consumer fields. Each chapter offers their real-life lessons and practical takeaways on every topic necessary for marketers to master today.
As Tony said in the podcast it is not a book filled with ideas from PHD’s. It is a book filled with authors that have CEO, V.P after their names and companies from Boeing to Atlas Air and BzzAgent to Ogilvy. What I found interesting in the book is the diversity of the content. I called it a book of short stories! Great reading, Great knowledge of information.
Anthony G. Bennett (Washington, D.C.) has worked in marketing for over 22 years, including as an international marketing research analyst with Union Camp (now International Paper), general manager/vice president for Hunt-Marmillion Public Relations (now Ogilvy), Special Assistant promoting the first Bush administration’s National Energy Strategy, and marketing consultant to small companies and national organizations. He now teaches marketing at Georgetown University.












Last week the 
How is your book different than other business books?
Dr. Sami Bahri was my guest this week on the Business901 Podcast. In 1996, Dr. Bahri read “Lean Thinking” by James Womack and Daniel Jones, and started implementing Lean Management principles in his dental office. He is the first dentist known to utilize Lean Management techniques to continuously improve the delivery of quality dental care. Dr Bahri has been called “The Leanest Dentist on the Planet.” This implementation has benefited patients, employees, dental laboratories, suppliers, etc. In 2006, Bahri Dental Group provided the same amount of dental treatments as 2005, but needed 40 percent less resources, thanks to the application of “Lean Dental Management.”
An excerpt from the podcast: “I really come at it from a perspective of alignment and focus first. On one hand, you’re helping leaders learn a different model of leadership so that they can understand how to engage the people on their teams, empowering them. That is usually a pretty foreign thought, but as we work with the leaders, they begin to understand that and use it. On the other hand, we need to look at if you’re empowering a person, I always feel strongly about the fact that that person needs to have some understanding of where the company is going. What is the expectation?”
lar Kaizen and the differences between executing Kaizen events in production versus office environments. Mike specializes in Lean Operations implementation and training. As Lean Manufacturing Manager for Square D Company, he led their transition from traditional production to an operation focused on aggressive continuous improvement. Plant-wide improvements included: 65% reduction in DPMs, 52% reduction in customer complaints, 79% reduction in accident rate, 59% improvement in productivity, 530% improvement in WIP turns, lead time reduction from three days to 15 minutes, 80% scrap reduction and a 93% increase in space utilization.








