( 5 reviews )
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( 4 of 4 found this review helpful ) Posted: Nov 16 2005
This basic manual teaches you how to encourage your employees to buy into your business strategy and brand before you begin selling to real-world customers. Internal marketing programs should be part of every company's operations. Authors Susan M. Drake, Michelle J. Gulman and Sara M. Roberts show that motivated, energetic employees are important assets; they can expand your business exponentially. Simply by fulfilling basic human desires for recognition, advancement, esteem and education, you can build tremendous employee loyalty. Written in a light, breezy style, which occasionally might have benefited from more detail, this book provides examples of companies that have instituted exceptional programs. We strongly recommend it to executives, small business owners, and human resource and department managers looking for strategies to energize their companies by using their most valuable resource: their people.
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( 2 of 2 found this review helpful ) Posted: Sep 17 2005
Companies pay a lot of attention to a strong marketing plan for consumers but often don't pay much attention to internal marketing. One of the most powerful marketing forces you have is your employees. When they are excited about your product then they tell others. The authors of this book provide step-by-step guidance on how to get your employees to become your best marketing source by being your most dedicated consumer. They even include details on how to do things like break bad news to employees in such as way that it does not demoralize others. Starting with Chapter 4 the authors take you on a detailed method for setting a course for action, setting goals, and then achieving those goals. Chapter 5 follows up with communicating good and bad news, choosing the right vehicle for communicating your message, and making the most of that communication vehicle. Other chapters include training as a marketing tool and using rewards and recognition. Easy to understand and apply, Light Their Fire is highly recommended.
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( 2 of 2 found this review helpful ) Posted: Aug 24 2005
Once picked up, this book would not easily yield to being put down again. Written in fast-paced style, with great insight and illustrated with a fund of anecdotal evidence, "Light Their Fire" is a valuable blueprint for any organisation to follow in getting a grip on their internal processes that lead to external successes. Throughout the book, I became aware of a feeling that issues raised in the book were pointing to the necessary creation of another one to address them... I look forward to it with anticipation.
