Soundview Executive Book Summaries

MENG Weighs in on Trends and Business Titles
January 12, 2009, 6:32 PM
Filed under: Marketing | Tags:

The nearly 2000-member Marketing Executives Networking Group (MENG), a not-for-profit organization of senior-level marketing execs, issued the results of its second annual Top Marketing Trends for 2009 in early January. The survey of the MENG members was conducted by Anderson Analytics using “text-mining software to code open-ended/free form text answers to questions in order to truly understand what issues were top-of-the-mind among senior executives,” according to the press release.


Richard Guha, MENG chairman of the board remarked, “Due to the breadth and depth of our membership, the MENG survey is fast becoming one of the key indicators of where the marketing industry is headed, and what marketers should be aware of to help continue to lead and grow their respective businesses … ”


The survey’s top five trends are pretty interesting, such as the issue of global warming dropping in importance, and Web 2.0 buzzwords such as “social networking” and “blogs” beginning to get annoying. Though these marketers may have gotten sick of all the Web-speak, the survey claims “67 percent of executive marketers consider themselves beginners when it comes to using social media for marketing purposes.”


Though the members of MENG may be sick of hearing about blogs, they are savvy about keeping up with business books. According to the survey, Good to Great by Jim Collins has remained the most widely read and recommended book amongst the group. Other titles that made the cut with MENG are:


  • The Art of Start by Guy Kawasaki
  • The Black Swan by Nassim Nicholas Taleb
  • Go Put Your Strengths to Work by Marcus Buckingham
  • Groundswell by Charlene Li and Josh Bernoff
  • Hot, Flat, and Crowded by Thomas Friedman
  • Mavericks at Work by William C. Taylor and Polly G. Labarre
  • The New Rules of Marketing and PR by David Meerman Scott
  • Our Iceberg Is Melting by John Kotter
  • Predictably Irrational by Dan Ariely
  • Purple Cow by Seth Godin


MENG’s favorite marketing guru of 2008, Seth Godin, still continues to remain a favorite into 2009. For more information about the survey results of MENG’s Top Marketing Trends for 2009, go to the group’s online newsroom, where you can download the Microsoft PowerPoint presentation.


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I’m working for Nokia’s and today we released a press release about Charlene Li, who is featured on discussing her “big idea” concerning how all our identities will meld together on a single device.

You can review the press release at

We’re hoping you might check out the embedded short video interview of Charlene (featured in the press release) and explore the topic of our online and offline identities melding together as discussed by her on

We’d like your feedback on our site and Charlene’s ideas and certainly appreciate your blogging, writing, and referencing

Any questions, please let me know.

Comment by Nell Connors

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