A light but stylistically engaging riff on marketing’s future, featuring a professional’s personal forecast.

BACK TO THE FUTURE OF MARKETING

PROVOLVE OR PERISH

A public relations professional’s take on the future of marketing.

Marketing is undergoing a sea change due to the dominance of digital media and the rise of data analytics. Just how different marketing will look in the next eight years or so is the subject of this short, entertaining and somewhat fanciful book by a PR veteran. Kotsolios’ approach to the subject is unique: He compares a marketing staff to a soccer team, contrasting players on the 2010 team with those on a prospective 2022 team. Some of the players overlap, but the new positions on the 2022 team show the author’s perspective on marketing’s future. On that team, he includes “Big Data Analytics,” “Pranding” (a combination of PR, branding and advertising), “Shopper Marketing” and “Marketing Innovation Chief,” whom Kotsolios labels “the Pranding of the future.” He makes intriguing observations about how marketing in the future will look to consumers, who are increasingly becoming marketing’s driving force: “In the future products will talk directly to consumers….[I]n fact each product will speak nearly every language spoken anywhere in the world.” He shares similarly futuristic views about grocery shopping, which he says will feature talking shelves, and the overall retail environment, which he believes “will move online completely.” Kotsolios also provides an interesting global perspective, as a Greek who works in Dubai. Clearly, he’s targeting this book at marketing professionals: “The challenge for marketeers will be to evolve together with the changing landscape,” he writes. Still, readers with a general interest in the subject should find the content compelling. Other prognosticators have reached similar conclusions, so there’s nothing highly original here, but the way the author packages his argument makes it an enjoyable excursion. He writes passionately about a subject he knows quite well and conveys an appropriate sense of wonder about the evolution of marketing.

A light but stylistically engaging riff on marketing’s future, featuring a professional’s personal forecast. 

Pub Date: Feb. 12, 2014

ISBN: 978-1482898163

Page Count: 64

Publisher: Trafford

Review Posted Online: April 23, 2014

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Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...

THINKING, FAST AND SLOW

A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.

The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.

Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.

Pub Date: Nov. 1, 2011

ISBN: 978-0-374-27563-1

Page Count: 512

Publisher: Farrar, Straus and Giroux

Review Posted Online: Sept. 4, 2011

Kirkus Reviews Issue: Sept. 15, 2011

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Gucci demonstrates all the bravado and ferocious self-confidence that he counsels—and the photos are a nice bonus.

THE GUCCI MANE GUIDE TO GREATNESS

A hip-hop star who went on his first international tour wearing an ankle monitor explains how to succeed.

“The words you are about to read can help you,” writes Gucci. “That’s because there is truth in them. These are words of wisdom, like the Bible and its proverbs.” Unquestionably, Gucci likes to aim high, as many of his proverbs attest: “Stop Underestimating Yourself”; “Whatever You’re Thinking, Think Bigger”; “Nobody Cares. Work Harder”; “When They Sleep, I’m Grinding”; “Do More, Get More.” And never forget, “Women Are Brilliant.” Gucci not only shares his recipes for success. As in a cookbook that shows pictures of the end result, the author includes dozens of dazzling photos of himself and his beautiful wife, among them a series on his surprise wedding proposal at an Atlanta Hawks game. After the success of his bestselling debut, The Autobiography of Gucci Mane, Gucci has realized there is money to be made in the book business. In addition to the Bible, he has his eye on Malcolm Gladwell and his reported $5 million advances. While he is “cool with Malcolm Gladwell being more celebrated than me as an author…the difference between Malcolm Gladwell and me is that I’m going to make more money because I’m going to make so many books for my following….You can enjoy this book or not, but I’m going to make my fifty-second book, my hundred and eighth book.” Many readers will hope that one of them will be a diet book, as the 100-plus pounds Gucci has lost and kept off are a frequent topic—alas, he doesn’t reveal his weight loss secrets here. Until the next book, try to live the Gucci Mane way. “Avoid lazy and miserable people,” and “Find something to be excited about every day.”

Gucci demonstrates all the bravado and ferocious self-confidence that he counsels—and the photos are a nice bonus.

Pub Date: Oct. 13, 2020

ISBN: N/A

Page Count: 272

Publisher: Simon & Schuster

Review Posted Online: Sept. 10, 2020

Kirkus Reviews Issue: Oct. 1, 2020

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