| WHY BOOKS ARE GOOD FOR
In this multi-media, high tech age, the old-fashioned book still carries
enormous weight. It has a greater sense of permanence than a "report";
it brings more prestige than any amount of articles; it puts more
information into the reader's hand more conveniently than any website.
That is why businesses continue to commission books about themselves,
their senior personnel or their areas of expertise. They act as
permanent records of achievements, both personal and corporate,
and they put across corporate messages in an authoritative and thoughtful
I've written a great many books for and about business. Some of
them have been collaborations, such as "High Impact Business
Presentations" for Lee Bowman of the Kingstree Group; some
have been ghosted autobiographies such as "Against All Odds"
for the Chinese banking billionaire, Tan Sri Loy, and "An Adjusted
Dream" for Nigerian industrialist and banker, Chief Akinkugbe.
There have been the business-mixed-with-adventure stories such as
"Fighting Back" in which Atanas Tilev, reputedly the richest
man in Bulgaria, told of his fight with the old communist mafia
in his homeland, while others have been straight corporate stories
such as "An Extraordinary Businesss - the story of James Martin
Associates", which charted the rise of an early information
technology guru and the consultancy company he built.
I first became interested in the world of business in the eighties,
contributing to titles such as Marketing Week, The Director, Chief
Executive and Management Today. At the same time I worked for the
public relations industry, producing corporate literature for a
wide range of companies from Arthur Andersen to AMEC, from Citibank
to Taylor Woodrow. I published a number of business books under
my own name including "Managing Your Marketing Career",
"Corporate Entertaining as a Marketing Tool" and "Using
Television and Video in Business".
I went on to ghostwrite books for various management gurus on subjects
as diverse as customer care and database marketing, selling techniques
and business travel. These books were less about the authors and
more about their subjects of expertise. If they were experts in
a particular management technique they could use the publication
of a book to publicise themselves to a wider market. At the same
time, those authors who held seminars or conferences were able to
sell the books as part of the back-up material for their talks or
courses without having to take the time off to write the books themselves.
Compared to many other forms of public relations and advertising,
publishing a book is a very cost-effective method of putting across
a message to a target market. If a company has a customer base to
give or sell the book to, before it's offered to the general public,
they may recoup their initial outlay before the book even gets into
The publication of a book can be the cornerstone of a much wider
corporate relations campaign, leading to interviews with the subject
or the author in the media, and in some cases even to a film or
television programme. But even if it doesn't grow into a media event,
a book still lives for many years as an unarguable testament to
the achievements of any company or any business person.
|Unless otherwise stated, these books
were written in my own name.
Television and Video in Business
Entertaining as a Marketing Tool
Your Marketing Career
The Essential Guide to Marketing Yourself
(Century Business Books).
Extraordinary Business - the story of James Martin Associates
Impact Business Presentations
co-authored with Lee Bowman, (Century Business Books).
|Andrew was able to get a firm grasp of the Kingstree
approach and he had the ability to articulate the key
points in a tight, concise way
- Lee Bowman.
by John Fenton (ghosted)
Ways to Boost Your Business Performance \
by John Fenton (ghosted)
by Andrew Brown (ghosted) (Heinemann Professional Publishing).
Essential Guide to Database Marketing
by John M. Davies (ghosted) (McGraw Hill).