Max-E-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition Review

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Max-E-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition ReviewThis terrific new book from two of the world's best-known and respected marketers - Stan Rapp and Chuck Martin - contains a powerful surprise for the reader. The title suggests that it might be about the authors' special take on e-marketing -- it turns out to be that, and much more.
The authors actually tackle a full range of enterprise issues from integrating IT and marketing functions to strategic partnerships to email marketing. Their points are substantiated with dozens of examples and numerous case studies. The effect is a convincing and eye-opening presentation of the extent to which marketing does, and should, pervade every aspect of business today.
The thread that that pulls the authors' observations together is the customer-centric philosophy pioneered by co-author Stan Rapp in his and Tom Collin's book, "MaxiMarketing," published in 1986. The result is a well-organized unfolding of ideas and solutions that help the reader understand how new technologies, such as the wireless Internet, might be used to build customer relationships while simultaneously improving a firm's operating efficiency.
Obviously, the authors are high-level thinkers. Many of their ideas stimulated new ideas for my own business, which is the whole point of a book like this. For example, their discussion of how to turn products into "offerings" by surrounding them with value-added services was especially interesting and helpful.
Perhaps the greatest value of the book is that its seven "imperatives" provide the basis for a sound strategic direction. Follow them and there's little doubt the book will live up to its promise of "dominating" the competition. That's especially helpful these days when change is so rapid and so much is new and untested.
Read this book and be prepared for some very powerful ideas and new directions not just for marketing, but for the entire business.Max-E-Marketing in the Net Future: The Seven Imperatives for Outsmarting the Competition Overview

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