A useful introduction to a new understanding of marketing made possible by the modern information revolution.

Marketing AI


A wide-ranging account of how to maximize a business’ success through marketing automation.

Once upon a time, marketing a product or service required laborious rounds of trial and error and outright guesswork, defying any scientific systematization. Radical progress in technology, however, especially regarding the collection of data, has revolutionized marketing, transforming its predictive powers. Authors Grdodian and Roberts, marketing professionals who founded the company Reach Marketing, argue that the next level of technological advancement is an artificial intelligence marketing program that aims at automation, or the self-regulation of the many aspects of marketing. In principle, such a system should be synoptic, covering the targeted search for new customers, the development of content, the oversight of the entire multichannel landscape, and the subsequent analysis of all pertinent data. Automation, as they understand it, does not mean an ungoverned marketing strategy but, rather, a faster, more responsive one that requires less time and speculative hypotheses. In fact, they argue that automation should enhance overall creativity by freeing up the opportunity for its expression: “It’s a powerful tool for amplifying your marketing team’s brightest ideas and for freeing it to focus on creative while your automation software handles the execution.” The ultimate aim is to satisfy time-honored metrics via modern means. Despite their focus on innovation, Grdodian and Roberts discuss the spectrum of marketing approaches, including traditional types like direct mail, email, and telemarketing, as well as the basic principles of search-engine optimization and search-engine marketing. In each of these cases, though, they urge the use of an AI marketing program to score better results. There are also incisive reconsiderations of the purpose and power of landing pages as well as a necessary treatment of data analysis. The authors are notably comprehensive in their coverage of the topic, and they write with welcome clarity given the esoteric technicality such subjects often invite. Also, their research is undeniably rigorous and based on extensive, rich experience in the field. Sometimes the prose reads like an infomercial for their business, but the guide remains persuasive and edifying nevertheless.

A useful introduction to a new understanding of marketing made possible by the modern information revolution. 

Pub Date: March 2, 2016

ISBN: 978-0-692-60228-7

Page Count: 266

Publisher: Reach Marketing LLC

Review Posted Online: April 15, 2016

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This is not the Nutcracker sweet, as passed on by Tchaikovsky and Marius Petipa. No, this is the original Hoffmann tale of 1816, in which the froth of Christmas revelry occasionally parts to let the dark underside of childhood fantasies and fears peek through. The boundaries between dream and reality fade, just as Godfather Drosselmeier, the Nutcracker's creator, is seen as alternately sinister and jolly. And Italian artist Roberto Innocenti gives an errily realistic air to Marie's dreams, in richly detailed illustrations touched by a mysterious light. A beautiful version of this classic tale, which will captivate adults and children alike. (Nutcracker; $35.00; Oct. 28, 1996; 136 pp.; 0-15-100227-4)

Pub Date: Oct. 28, 1996

ISBN: 0-15-100227-4

Page Count: 136

Publisher: Harcourt

Review Posted Online: May 20, 2010

Kirkus Reviews Issue: Aug. 15, 1996

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Noted jazz and pop record producer Thiele offers a chatty autobiography. Aided by record-business colleague Golden, Thiele traces his career from his start as a ``pubescent, novice jazz record producer'' in the 1940s through the '50s, when he headed Coral, Dot, and Roulette Records, and the '60s, when he worked for ABC and ran the famous Impulse! jazz label. At Coral, Thiele championed the work of ``hillbilly'' singer Buddy Holly, although the only sessions he produced with Holly were marred by saccharine strings. The producer specialized in more mainstream popsters like the irrepressibly perky Teresa Brewer (who later became his fourth wife) and the bubble-machine muzak-meister Lawrence Welk. At Dot, Thiele was instrumental in recording Jack Kerouac's famous beat- generation ramblings to jazz accompaniment (recordings that Dot's president found ``pornographic''), while also overseeing a steady stream of pop hits. He then moved to the Mafia-controlled Roulette label, where he observed the ``silk-suited, pinky-ringed'' entourage who frequented the label's offices. Incredibly, however, Thiele remembers the famously hard-nosed Morris Levy, who ran the label and was eventually convicted of extortion, as ``one of the kindest, most warm-hearted, and classiest music men I have ever known.'' At ABC/Impulse!, Thiele oversaw the classic recordings of John Coltrane, although he is the first to admit that Coltrane essentially produced his own sessions. Like many producers of the day, Thiele participated in the ownership of publishing rights to some of the songs he recorded; he makes no apology for this practice, which he calls ``entirely appropriate and without any ethical conflicts.'' A pleasant, if not exactly riveting, memoir that will be of most interest to those with a thirst for cocktail-hour stories of the record biz. (25 halftones, not seen)

Pub Date: May 1, 1995

ISBN: 0-19-508629-4

Page Count: 224

Publisher: Oxford Univ.

Review Posted Online: May 20, 2010

Kirkus Reviews Issue: March 1, 1995

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