Shoptimism: Why the American Consumer Will Keep on Buying No Matter What Review

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Shoptimism: Why the American Consumer Will Keep on Buying No Matter What Review
Our capable author offers extensive personal analysis-plus on today's kind of shoppers and sellers...in the mall, inside the store, on the internet. --Though, maybe by intentional omission, he doesn't say a whole lot about buying "stuff" on the web.
For the most part, Eisenberg takes a relatable look at why we buy and why we will buy forever (no matter what). Details are plenty and his story compelling. ~But it really goes directionless. For instance, the author leaves us with no "solutions" (even in his "Afterword") to issues of the inner- and outer goings-on of retail sales. ~Surely because, all along, he points out no real "problems."
It's a descriptive venture. On this page, he takes the side of clever merchants. On another, he's happy to side with buyers in their never-ending quest to amass as much "stuff" as possible. That's objectivity for you. There's no judgment. Nothing's "right" or "wrong." She buys. He sells...and Eisenberg leaves it at that. Imagery abounds. Quick facts and figures are everywhere.
~But who's this book written for? College professors on the subject have likely heard it all before and probably already have enough buy-n-sell books with far more depth and rigor. Matter of fact, the author quotes many, many of these university academics, study experts, and social scientists along the way. ~And, why would shoppers care about motivations for/clarifications on their own buying habits? Eisenberg suggests: "Shoes On Sale!" is the kind of particulars most shoppers really care about.
The book'd be a winner if it didn't get all tangled up in the vague psychologies of selling and (mostly) buying. Romantic buyers? Classic buyers? Mars? Venus? Freud? Tom O'Guinn? (I didn't know him either. --from the U. of Wisc., author of an all-important (?) "Compulsive Buying Scale," as we learn.) Sociologist Pierre Bourdieu? Don't ask...there are dozens more. Here are 300+ pages that include dry (useful?) psycho-text on buy-side hypotheses and sell-side theory. For example, there're plenty of (useless?) data on "psychographic buckets," "magic mirrors," "brain scans," "proprietary profile platforms," and the stealth practices of sell-side marketers and tricksters.
It's a consistent mix, sometimes interesting, sometimes dulling, sometimes hard to keep a close focus on, as the author swiftly moves from anecdote to academic quote to fact and chart and back...right on the beat. He even just skims significant efforts of Paco Underhill, nationally-known retail marketing guru. As such, the wintry socio-psycho conjecture and detail lies limp amid scores of fascinating bright, witty passages describing the author's own experiences inside Michigan Avenue stores in Chicago, the Mall of America in Minnesota and on Madison Avenue in New York...among numerous outlets.
~A 50% interesting, readable book, put together in a scattered-but-easy-going style. Having read it, I'm no better a shopper. Target probably still won't hire merchandise-savvy floor people because of it, and sellers will continue to come up with their own clever new ways to capture attentions of buyers. It's a fast-moving retailing overview that's but thick with surface detail. ~Like a personal diary: attention-grabbing --but it goes nowhere. The book's ok...but since there are many more-focused consumerism books available, no need to make a point of casually reading this one....
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All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Review

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All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back ReviewI was first excited when I saw the basic premise that this book offers. Of course! I thought, this makes sense, customers DO behave irrationally. And this book (I hope) offers some insight as to how to use this to an advantage.
Well, that was wrong. Drawing from the work of others who actually did research in this field, Mr Cusick has basically nothing to add. A bibliography of the people he's read would provide more useful content than the entirety of his often aimlessly rambling work. Anything of any substance is work done by others, which I am now interested in reading. His own contribution to the subject is to promote his own company, which does consulting. And not even anything innovative or new.
In the first chapter he makes a point in the first few paragraphs. The point is that retaining customers is cheaper and easier than marketing for new ones. Then he spends the rest of the entire chapter repeating himself. And then he continues later in the book to repeat this again.
I kept hoping throughout this book that he would expose something of value in terms of how to use the customer's irrational subconscious. Got it, they're irrational. So what do you DO? His best answer to this is to do testing. Well, if you're in marketing and know what you're doing, you're already doing testing. So what? I don't need a book based on other people's research to tell me that.
I think he wrote the book to get his name and his company's name out there. To get more clients. It's more of a long-winded pamphlet for his firm than anything with any real substance.
Heck, if it were at least funny or engaging I would give it two stars, but even the delivery is dead flat.All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Overview

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Niche Envy: Marketing Discrimination in the Digital Age Review

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Niche Envy: Marketing Discrimination in the Digital Age ReviewA provocative look at how the technologies of the Internet are being used as a testbed for the next generation of marketing messages, migrating away from the mass market model toward a model of market segmentation and discrimination. Building upon research that he and others have been conducting at UPenn's Annenberg Center, Turow describes how advertising has turned from mass promotion toward the strategies of direct marketing, product placement and public relations, enabled by new media and information technologies and justified by the industry's sense that these technologies have overly empowered the consumer to avoid their conventional messages. In the face of DVRs, remote controls, etc., marketers have decided that the tying of direct marketing messages to increasingly intrusive data collecting and mining methods is the wave of the future. Moreover, this is not an Internet-only problem. Turow points out that these technique are only being tested on the Internet; they are migrating to (digital) television and conventional retail outlets.
Turow suggests that all this really will lead to is a kind of deception death spiral --- consumers will lie about their personal information to gain access to marketing offers that they would otherwise not get (frequent flier programs, for example) while marketers will become increasingly intrusive as they seek the "truth" about their customers.
The book's weaknesses emerge in the closing chapter, where Turow tries to outline a set of policy objectives to remedy this problem. Unfortunately, his primary instruments are those of consumer education and media labeling; good ideas, but probably unworkable in this environment. The resolution of this problem lies deeper than just refining the mechanisms and instruments of marketing. We have to confront some of the fundamental inconsistencies in our notions of the role of media and information, and in our economic models for sustaining them.
Despite the weaknesses of his remedies, overall this is a vitally important look at what's going on "behind the curtain" of our evolving retail and media environments, and I highly recommend it.Niche Envy: Marketing Discrimination in the Digital Age Overview

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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World Review

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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World ReviewWARNING! This book is for you if you're a smart, savvy business/marketing person. If not, you might be confused by the significance of its contribution.
In business, many of us feel like we're falling behind. We've tried to keep up with the latest device or digital channel only to wonder if it's helping our business. We've chased after all that's cool only to discover that our customers have moved on to something else. This is where Rick Matheison, author of The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World really shines. He says it's not about trying to keep up with the latest and greatest tool or social media outlet. You are not out of the loop simply because you don't understand everything digital yet, but you do need to have a philosophical framework for approaching any digital marketing intiative, whether it's using the channels we know and deal with today--mobine, Facebook, Twitter and so on--or channels five years from now that we haven't yet imagined.
Finally!! A book that shares with us the framework for figuring out what to do next!
J. McCall, host of Your Brand with Joanne McCall radio showThe On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World Overview

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The Arf Listening Playbook Review

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The Arf Listening Playbook ReviewFor many years Jack Trout, the world's top expert on positioning, insisted on the importance for a brand to claim a singular idea in the minds of consumers.
Of course in reality things are not so simple, and Trout allowed for different expressions of this positioning across different cultures and different communications platforms. Still, this conceptual land claim of exclusive territory in the consumer's mind was the objective.
Positioning becomes more challenging as brands expand across different cultures, as Millward Brown's Nigel Hollis observes in his book The Global Brand (2008). Though difficult to execute, positioning nonetheless remains a key marketing objective.
Arguably the greatest challenge to top-down corporate positioning of brands is the exponential rise of consumer-generated content. Dr. Andreas Weigend, the former Chief Scientist at Amazon.com has observed that there was more consumer-generated content created in the past year than in all the rest of human history combined.
What this means for brands is the rise of the Attention Economy, and strategies to effectively cut through the clutter and capture mindshare are more critical than ever.
The days when a corporation could simply impose a brand's positioning on the supposed tabula rasa of a consumer's mind are over, because consumers are now coming to the table with preconceived ideas about your brand that they are sharing with other consumers at the click of a mouse. Furthermore if there is a discrepancy between C2C content and B2C content, C2C content will often win.
Thus for B2C communications to succeed in the future, they will have to be more aware of, sensitive to, and opportunistic in surfing C2C communications. Go with the C2C conversational flow, because Word-of-Mouth rules.
This is why the ARF's Listening Playbook by Steve Rappaport is so timely and important. Corporations that continue to attempt to impose brand positionings and messages from on-high with little regard for existing consumer perceptions and conversations are going to face an exponentially harder challenge as time passes and C2C communication (and impressions) overwhelm B2C communications.
For many years the Advertising Research Foundation has been consistently a thought leader, ahead of the curve of mainstream advertising theory and practice, for example in its important work on consumer engagement led by Joe Plummer, Dr. Robert Heath and Dr. Gerald Zaltman. Once again the ARF remains in the avant-garde with publication of this book.
The ARF Listening Playbook is a very systematic and detailed presentation of state-of-the-art practices in listening to consumer conversations in their natural on-line environments. It presents a definition of listening; the reasons brands listen; the structure of listening initiatives; the objectives that listening initiatives can fulfill; best practices; and a comprehensive and up-to-date inventory of listening vendors. In short, valuable information on almost every page, and everything required to make your marketing significantly more in-touch, intelligent and efficient.
Instead of trying to position your brand through communication brute force, the ARF Listening Playbook shows you how to achieve a detailed read on what consumers are already saying about your brand and its category. This makes it significantly easier to navigate your brand from its spontaneous positioning to your desired positioning by 'going with the winds' and carefully monitoring and managing existing consumer conversations, sentiment and engagement. A must-read for intelligent marketers!
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Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone. Review

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Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone. ReviewThis is a book for someone who is unfamiliar with the internet. There are terrific tips scattered throughout, some of which I could really use. My problem with it is that a huge chunk of space is devoted to convincing the reader how important the internet is, how useful it can be in creating a successful business model in this new and exciting digital world. I already know I want to create a presence. I think anyone who picks up this book already knows s/he wants to create a presence. The question is how, but this is not a howto book.
Mitch Joel throws out a bunch of examples of things we can consider doing for our business: pod casts, widgets, blogs, etc. There's not much information about how to get started doing a pod cast, just that we should consider doing it and why it could help. There seems to be an assumption that the audience would be familiar with the technology enough to know how to get started, but such a reader would not need this book.
Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone. Overview

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Media Selling: Broadcast, Cable, Print, and Interactive Review

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Media Selling: Broadcast, Cable, Print, and Interactive ReviewMass Media has replaced the public square in the 21st Century. I teach production and design for media. For those who want to teach media literacy and an understanding of media and media systems in the United States this book offers valuable insight into our media's inner workings. Charles Warner spent decades in the trenches and board rooms of major media organizations. Without the knowledge of the inner workings of the systems for which they design, my students cannot produce meaningful and transformational design for the industry. As consumers of media and practitioners in the making of media, we need to understand the media selling world. Charles Warner's real world anecdotes are worth the price of the book. The Cable Television chapter by William Grimes is required reading for my Broadcast Design students. This book essential reading for anyone who wants to understand how the economics of media affects the democratic dialogue in the public sphere.Media Selling: Broadcast, Cable, Print, and Interactive Overview

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Strategic Brand Management: A European Perspective Review

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Strategic Brand Management: A European Perspective Review
This book is great! I read the 1st edition, but that was a bit too academic. This time academic too, but less technical.
Cases on a number of world-class brands are already worth the dollars. That include Amazon.com, Nike, Virgin, Microsoft, IBM, and plenty of them.
This book is even more comprehensive than Branding Gurus David Aaker's Branding books. But I must admit that this book touches upon too little on e-branding, and its impact on online "brand consumption". Besides, Keller's branding paradigm needs to be updated. He got to invent his own new theory rather than drawing too much upon others' branding theories which makes this book both the Branding Bible (like Kotler's Marketing textbook for MBAs), and a thick book report.
On the whole, this book is great, it won't waste your hard-earned dollars, and Keller's diligent researcher attitude must be honoured and respected, by all means.
Great work, Keller, keep it up!Strategic Brand Management: A European Perspective Overview

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Why We Shop: Emotional Rewards and Retail Strategies Review

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Why We Shop: Emotional Rewards and Retail Strategies ReviewAs a scholarly work this would fail due to a lack of sources for the many facts cited within. Although I think its target audience is the general public, sources for further reading would be helpful.
Pooler presents an overview of consumer psychology, which mainly equates to common sense. The book is worthwhile reading but should be read in addition to some more scholarly works on consumer psychology or at least some fact books.Why We Shop: Emotional Rewards and Retail Strategies Overview

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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Review

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Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web ReviewThe book clearly explains that we're in the process of a paradigm shift here regarding marketing/PR and the like. So props for that. I guess I was looking for more of a manual of "how-to's" in the social media realm. There was some good stuff in here. But as a small business owner I found myself skipping over a fair amount of the pages that were discussing how different departments should respond and what their goals should be. I would say pick this book up if you're part of a big organization trying to better understand "social media" and you want to find a place for it in your mid to large size company.Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Overview

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Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume Review

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Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume ReviewWho would believe that a book about marketing and advertising, subjects usually considered rather academic, mundane, and dull, could be exciting and very informative, as well as interesting to read. Well, here is one and I can recommend it without hesitation.

Now, there is one thing I can say with absolute certainty: the marketing and advertising of goods and services are changing rapidly. And this remarkable book, "Watch This, Listen Up, Click Here" by David Verklin and Bernice Kanner, proves it beyond all doubt. This is not a book just for the marketing and advertising professional; it is a book that will be enjoyed by all readers because virtually all of you out there are consumers of goods and services and most of you are joined, in some way or other and to some extent, to the electronic media matrix that is pervasive in our world today. If you watch television or listen to radio, if you're connected to the Internet, if you own a cellphone or other communication device, and even if you read print publications, you are affected by the world of modern marketing and advertising. There is no escaping it short of becoming a hermit in some unknown, faraway retreat, outside of the normal channels of the human community. There is good reason that the subtitle of this book is "Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume."

I do have a personal interest in what Verklin and Kanner explore in their book. First, way back in the 1980s and for two years, I was the director of advertising for one of the largest destination resorts in the southwestern part of the United States. I worked directly with the marketing department, was privy to all of their selling techniques, and was required to design advertising and deal personally with all the media. Back then, of course, the advertising game was much simpler than today's since our attention was directed mainly to television, radio, and print publications. There was no Internet as it exists today, no cell phones, no IPods, no BlackBerrys, and "globalization" was a term sometimes heard in political discourse but it had not yet evolved into the economic buzzword that captivates the world market as it now does. Secondly, I have managed a website for ten years that depends almost exclusively on advertising in order to survive -- hence, I want to know what the future holds for marketing and advertising. Now that you have my caveats, let's briefly visit some things that Verklin and Kanner have to say.

From the very start, in the Preface in fact, Verklin offers the reader a tempting bit of text that's hard to resist. "Thanks for glancing," he begins. "That's really all I need from you. Guys like me will pay you for your glance. What I'm really after, however, is something more -- something we call 'engagement.' I'll reward you bigtime for that...." Glancing? That's all he wants me to do? Well, yes, but not quite. There's a lot more. First, the "glance." Then, of course, the "engagement." What does all this mean? That is what's explained throughout the book, along with an insider view of the multibillion dollar business that confronts most of us each and every day.

The book is divided into three sections: (1) The Lay of Medialand; (2) A Whole New Ball Game; and (3) Tomorrow. This last section contains only one chapter, something I mention now because the title of the chapter is a real teaser: "What's Really Sexy about Porn? (A Peek at What's to Come)." Now I have to confess that after perusing the table of contents, and taking note of that chapter's title, I immediately opened the book to page 201 and began reading (it's amazing how the words "sexy" and "porn" catch someone's attention!). I always suspected that pornography was first in line when it came to utilizing a new medium (e.g., very soon after photography was invented in the 19th century, it was put to use in the sex industry), and the authors confirm this for me. As they say: "If you want to know what media will look like tomorrow, look at what the sex industry is up to today. Even before the get-rich-quick schemers jump in, porn has landed, almost always the first application a new medium gets." This may be a sad commentary on human nature; nevertheless, pornography has been around for millennia and will probably be around forever. This last chapter, however, does look into the future of media and provides some informative speculation.

Now that the last chapter has been noted, let's get back to the book itself. I must congratulate the authors for the very clever chapter titles, most of them beginning with the word "Why," which is always a suggestive "teaser." The titles, in spite of the words used, are merely indicators and do not necessarily reflect the entire subject covered. Let me give you just a few that I thought were particularly provocative: "Why Newspapers Hate Craig and His Infamous 'List'" - Chapter 5; "Why Outdoor Companies Pray for Traffic Jams" - Chapter 6; "Why Wikipedia Ticks Off the Other Media" - Chapter 9; "Why Honda Hates the Internet...and Those Who Haunt It" - Chapter 15. One of my favorites was "Data Mining: Why Your TV May Think You're Gay" - Chapter 13. (I think I actually read this latter chapter right after I read the chapter on porn -- amazing what a teaser-term can do. Fortunately, this book can be read out of sequence.)

Suffice to say there is something in this book that will appeal to most readers. There's a discussion about why TV ratings are overrated, why Legoland is visited by grown men, why the Army's best new recruitment tool is a video game, and "Why the Smart Money Moved Its Chips from Poker to Bulls" - Chapter 22. All of the companies and trade names mentioned by the authors will be familiar to you and you'll learn some of the little "secrets" behind their marketing campaigns. And, finally, both authors are eminently qualified to write about this subject. Verklin is CEO of one of the world's largest ad-buying companies and Kanner (who unfortunately passed away shortly after completion of the manuscript) was a marketing expert and author of several books on advertising.

All in all, "Watch This, Listen Up, Click Here" provides a fascinating look into a world that most of us are not intimate with except on the consumer side. I would venture to say that, once you've finished this book, you'll never look at the TV, cell phone, IPod, Internet, or other media experience quite the same again. Highly recommended!Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume Overview

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Internet Marketing for Personal Injury Attorneys: Advertising Your Personal Injury Law Firm Online Using a Website, Google, Facebook, YouTube, SEO, and More. A Guide Book for Injury Lawyers Review

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Internet Marketing for Personal Injury Attorneys: Advertising Your Personal Injury Law Firm Online Using a Website, Google, Facebook, YouTube, SEO, and More. A Guide Book for Injury Lawyers ReviewI thoroughly enjoyed this book and what it had to offer. Definitely worth the purchase. In this economy, running this type of competitive business has had its ups and downs. Advertising was the hardest thing to do simply because you're unsure as to whether or not the money being spent was worth the revenue. Or even the extra work. Internet is the new way to advertise and I felt it was time to catch up with society. Step by step, as long as I followed the process, I began to see results. Worth the buy if you're looking to succeed in this century.Internet Marketing for Personal Injury Attorneys: Advertising Your Personal Injury Law Firm Online Using a Website, Google, Facebook, YouTube, SEO, and More. A Guide Book for Injury Lawyers Overview

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Flash Advertising: Flash Platform Development of Microsites, Advergames and Branded Applications Review

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Flash Advertising: Flash Platform Development of Microsites, Advergames and Branded Applications ReviewThis book is not so much a nuts and bolts tutorial of how to put different kinds of ads together as it is a guide to the overall process of advertising using flash. There is very little code in the book. Most of the chapters have the feeling of giving you a overall guide to advertising. For example chapter two is called "Designing Banner Ads" and it has sections on getting to know your client, their goals, knowing the audience, and branding. This is useful information but I suspect readers of this book are looking for more how-to tips. This book is geared more towards "best practices" in a studio or agency environment so that the process will go smoothly. It is not a guide filled with how-to's.Flash Advertising: Flash Platform Development of Microsites, Advergames and Branded Applications Overview

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On Target : The Book on Marketing Plans Review

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On Target : The Book on Marketing Plans ReviewThis is a great way to get your arms around doing the some times challenging task of writing a marketing plan. It takes you through the process step-by-step and it is filled with great resources, especially the current web sites it suggests. A great way to get that plan accomplished with solid coaching throughout. These guys know what they are doing!On Target : The Book on Marketing Plans Overview

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Plunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies Review

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Plunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies ReviewPlunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies
I'm a Communications student who is about to graduate and am beginning to look at potential employeers. Plunkett's Advertising & Branding Industry Almanac 2009 has an amazing list (several hundreds) of the top companies within the field. The book also provides executive names. This has proven to be incredibly helpful as I begin my search for employment.Plunkett's Advertising & Branding Industry Almanac 2009: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies Overview

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Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru Review

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Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru ReviewSelf-proclaimed "brand guru" Simon Middleton explains in clear, easy-to-understand terms what branding is, and then he tells you how to do it in this systematic guide to do-it-yourself branding. Even though he writes for small-business owners and entrepreneurs, Middleton's process applies to large businesses and corporations as well. He makes his subject so enjoyable and even inspiring that reading his guide is like having a conversation with a witty, knowledgeable and helpful friend. However, Middleton ambitiously proposes that you undertake a different branding activity each day for a month. But, even if you decide to stretch the 30 days to three months or more, he does explain how to get the job done. And it costs a lot less than hiring an agency or consultant. getAbstract recommends Middleton's advice, if not the exact timing of his process.Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru Overview

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FusionBranding: How To Forge Your Brand for the Future Review

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FusionBranding: How To Forge Your Brand for the Future ReviewThis book is very readable, insightful and candid. Wreden uses a wealth of timely examples to illustrate his ideas -- some of which are quite contrarian, making this book also thought-provoking. His understanding of the implications and potential of technology adds a unique perspective. Each chapter provides additional resources for the reader. "Takeaways" are challenging questions to consider for determining a plan of action for the future. Built around 10 core principles, his arguments are compelling -- even as they might be uncomfortable for some readers.FusionBranding: How To Forge Your Brand for the Future Overview

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Perspectives on Branding Review

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Perspectives on Branding ReviewJason I. Miletsky provides the agency perspective in PERSPECTIVES ON MARKETING and PERSPECTIVES ON BRANDING, two powerful business titles covering both sides of the story in business operations. In MARKETING Michael Hand provides the client perspective in topics covering everything from how to get the most from a client/agency relationship to decision-making and personality perspectives. BRANDING has Genevieve Smith providing the brand perspective in a range of topics from brand analysis and marketing to analysis and evolution. The authors have not collaborated and what results are unbiased, unfiltered viewpoints key to business success.Perspectives on Branding Overview

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Experience the Message: How Experiential Marketing Is Changing the Brand World Review

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Experience the Message: How Experiential Marketing Is Changing the Brand World ReviewMax Lenderman does a good job of illustating the sea change that is taking in the advertising world. His knowledge of the principles of The Experience Economy are sound and he uses them effectively to make his case.Experience the Message: How Experiential Marketing Is Changing the Brand World Overview

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Marketing Moves: A New Approach to Profits, Growth, and Renewal Review

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Marketing Moves: A New Approach to Profits, Growth, and Renewal ReviewThe book provides a brilliant and easily digestable historical overview of "old" and "new" marketing and corporate strategy. Upon this foundation the book describes the current state of commerce and makes reccommendations for successful corporate strategy.
If you have read several marketing related books, the material may not seem revolutionary; however, the writing and clear thinking in this book puts it in a league of its own and creats its value. The book very effectively synthesizes history, theory, and the current state of corporate strategy and notably enhanced my thinking on marketing.Marketing Moves: A New Approach to Profits, Growth, and Renewal Overview

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