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The DNA of Marketing: Book Review
If you’re a lifescience and biotechnology marketer, add The DNA of Marketing to your reading list.
If your company sells equipment, instruments, consumables, supplies or services to research, industrial and diagnostic laboratories or testing facilities, this is the right marketing book for you.
It’s written by Ira Kalb, an experienced, hands-on marketing consultant who started out with degrees in bio-engineering and business administration from UCLA and now teaches there in addition to his consulting work.
The book clearly explains the what, why, when, where and who of marketing in a way that is useful to both the seasoned lifescience or biotechnology marketing professional and to someone who is new to the marketing job and trying to figure out where to start.
It’s full of real-life examples and lessons learned that you can put to work right away.
I also recommend these other books on B2B marketing and related concepts:
