The Marketing Gurus by Chris Murray is a terrific idea. The folks who create audio digests each month by condensing the most popular business books into a 20-minute listen, have assembled a book with the key marketing ideas from some of the marketing greats. My favorite authors, such as Seth Godin (Purple Cow), Faith Popcorn (The Popcorn Report), Guy Kawasaki (How to Drive Your Competition Crazy) and others are represented here.
The beauty of this approach is that they’ve taken the content of entire books and presented the most essential, salient points in 15-page chapters. If you’re not inclined to read business books, I’d recommend this one. Pick and choose from among the 17 chapters and you’ll get lots of ideas to enhance the marketing (not advertising) of your practice for 2007.