A useful introduction to a new understanding of marketing made possible by the modern information revolution.
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
Review Program: Kirkus Indie
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 19, 2010
Kirkus Reviews Issue: Aug. 15, 1996
BOOK REVIEW
BOOK REVIEW
An extravaganza in Bemelmans' inimitable vein, but written almost dead pan, with sly, amusing, sometimes biting undertones, breaking through. For Bemelmans was "the man who came to cocktails". And his hostess was Lady Mendl (Elsie de Wolfe), arbiter of American decorating taste over a generation. Lady Mendl was an incredible person,- self-made in proper American tradition on the one hand, for she had been haunted by the poverty of her childhood, and the years of struggle up from its ugliness,- until she became synonymous with the exotic, exquisite, worshipper at beauty's whrine. Bemelmans draws a portrait in extremes, through apt descriptions, through hilarious anecdote, through surprisingly sympathetic and understanding bits of appreciation. The scene shifts from Hollywood to the home she loved the best in Versailles. One meets in passing a vast roster of famous figures of the international and artistic set. And always one feels Bemelmans, slightly offstage, observing, recording, commenting, illustrated.
Pub Date: Feb. 23, 1955
ISBN: 0670717797
Page Count: -
Publisher: Viking
Review Posted Online: Oct. 25, 2011
Kirkus Reviews Issue: Feb. 1, 1955
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