Orange County Business Expert Authors Latest Book: ``Marketeer or Pied Piper, Salesman or Con Artist?''.

Business Editors & Book/Publishing Writers

ALISO VIEJO, Calif.--(BUSINESS WIRE)--April 23, 2001

Richard J. (Dick) Dadamo Donates Proceeds To Child

Guidance Center of Fullerton

"Marketeer or Pied Piper, Salesman or Con Artist" is the latest book from Orange County business expert Richard J. (Dick) Dadamo, known for providing all levels of management new -- and often frank -- perspectives on every phase of corporate life.

Dadamo, whose long and distinguished career is highlighted by his ability to cut to the chase as a straight-talking top-level manager, authored the book on marketing for non-marketing executives who need to understand all aspects of business operations.

Dadamo is donating 100 percent of the first six months' income from his new book to the Child Guidance Center Inc., a Fullerton-based non-profit group dedicated to the elimination of child abuse.

Focusing on marketing, this book is the latest in a series themed "Busting $10 Million," referring to the elusive hurdle that all start-ups and small- to medium-sized companies must jump over to demonstrate growth -- achieving financial success through consistent profitability and the ability to: (1) attract investors, (2) go public, or (3) merge or be acquired.

In "Marketeer or Pied Piper, Salesman or Con Artist?" Dadamo speaks directly to top-tier managers when he tells them that one of the key elements of business is "accepting the fact that marketing must become an integral and formal part of your organization's culture from day one."

He continues, however, by saying that while marketing is a must for any mature company, "there is a transition period where marketing can create as much havoc in a company as contribute to growth. Hopefully ... you will help your company reach maturity sooner and avoid some of the growing pains."

A big fan of "hands-on" management, Dadamo believes that "since marketing is such a vital part of a company's success, it requires a healthy dose of common sense.

"I've seen too many companies where marketing personnel play God. The rest of the staff plays along with it because of the mystique and sense of importance that only marketing can create," he adds. "The proper use of the whole management team can provide the right checks and balances on marketing that will help lead the whole company to success."

Dadamo uses fictional characters to illustrate and anecdote his 33-chapter, 323-page volume that can be purchased for $20, including shipping, by writing to RJD Associates Inc., 42 Nantucket Lane, Aliso Viejo, Calif. 92656. It soon will be available from his Web site at www.rjdadamo.com.

For instance, he refers to Fred Founder, Mary Marketing, Sally Sales and similar functional representatives to demonstrate what works and what doesn't within corporate situations, which are all based on real experiences he has observed in his capacities as CEO, board director and consultant.

"Technology-driven companies may never change over to being completely marketing-driven," he said, "but they must become marketing-directed to reach maturity. Marketing should be the orchestrating force for a company or the bridge between the company and the customer. After all, isn't the entire purpose of a company to service and supply customers with their needs?"

The book also features Dadamo's 26 "do's and don'ts of marketing," his "laws and lies of management, marketing and sales" and handy references to other publications of the subjects discussed. Among those books are his two previous publications: "The Laws of Management Physics - A Handbook for Hands-On Managers" and "Will the Real Inventory Please Stand Up and Be Counted."

A resident of Aliso Viejo, Dadamo currently serves as the vice chairman of the AEA (formerly American Electronics Association) Orange County Council. He also is chairman of the board of Dense-Pac Microsystems, a public company in Garden Grove, is on the board of directors of brainX, a start-up in Newbury Park, Calif., M-Flex in Anaheim and Orange County Works, a non-profit organization that aids foster children.

He also has served in several top executive positions with TRW, Fujitsu, Univac, Burroughs and other high-tech firms.

He is a graduate of the Executive Management Program at the University of Southern California and holds a bachelor's degree from Penn State University and master's degree from the Drexel Institute of Technology.