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Fred Diamond Writes Opening Chapter in New Government Marketing Book

DIAMOND Marketing, the high-tech marketing consultancy that coined the phrase “marketing that doesn’t lead to revenue reward is a HUGE waste of time and money,” announced that President Fred Diamond has written the opening chapter for the second edition of Mark Amtower’s “Government Marketing Best Practices.” The book, which was originally published in 2005 has become one of the bibles for government marketers.

“Fred pointed out a glaring omission in the first edition of my book. As no good deed goes unpunished, I asked him to fill the void, which he did beyond my expectations. It continues to be a great pleasure to work with someone with the depth and breadth of Fred Diamond,” said Amtower.

Diamond’s relationship with Amtower began in the early 1990s when Diamond was the marketing leader for Compaq Computer Corporation’s entry into the Federal Government market. He retained Amtower to help Compaq build the direct marketing component of its marketing plan to complement the new sales team that Compaq was building. Said Diamond, “Mark taught me how critical it was to be specific about whom in the government you were trying to reach. His techniques helped us get our message into the hands and minds of specific decision makers we were trying to influence. I appreciated his invitation to communicate my thoughts on how direct marketing and other tactics fit into your overall go-to-market strategy in his book.”

Diamond’s chapter on Marketing Strategy can be found here.

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