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Summary: No jargon. No hype-speak. Simple and direct as a laser.
Review: Nothing grabs your attention like a book with the words "Naked Marketing" in huge letters splashed across the cover. Like most retail offerings that draw you in with the word "naked," you half-expect to be disappointed with the finished product. Not so with "Naked Marketing." Author Robert Grede knows his stuff, and well he should as president of The Grede Company, a Milwaukee-based consulting firm that specializes in marketing and strategic planning. Grede's company has a diverse list of clients, including McDonald's, Procter & Gamble, Union Carbide and United Airlines, as well as a raft of small- and mid-size companies. "Naked Marketing" lives up to to its billing as a no-nonsense, easily readable tool for business managers and entrepreneurs who want to obtain marketing savvy in quick order. Grede believes there is a growing army of men and women who are starting their own businesses and need marketing skills. In Grede's book, readers learn the ropes of developing a marketing plan, budget preparation, creative copywriting and even the latest trends in high-tech marketing via the Internet. Best of all, Grede does not use tons of jargon or hype-speak to impart his wisdom. His lessons in marketing are as precise and direct as a laser beam. Marketing -- which Grede contends has obtained a bad reputation from those who believe selling something is all sound and fury -- is boiled down to bare essentials. Naked, so to speak. "Naked Marketing" should be on the "absolutely essential" list of any small business starting from scratch (right up there with pencils and a copying machine), and it would be a valuable text at any college offering an "Introduction to Marketing" course. One word of warning: Long-time business and marketing professionals will already know the guts of what is in "Naked Marketing." It's a great book for those venturing into the marketing jungle for the first time. Those who have already been there can probably skip it and move on to the Double Jeopardy round. by Mark Glover Sacramento Bee Staff Writer
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