An in-depth and winningly frank marketing manual.
A comprehensive guide to the intricacies of online marketing.
In his nonfiction debut, consultant Donohoe lays out a “battle plan” for businesses to take advantage of digital and direct marketing. Although this plan gets rather complex as it goes on, its goal is simple and straightforward: “Marketing is about turning people into customers—new customers or, even better, repeat ones,” the author says. His “playbook” revolves around a quartet of basic approaches (“The Core Four”) that businesses can employ immediately—beginning with “Tradename search engine advertising on Google and Bing”—and eight more techniques (“The Advanced Eight”) that may be used once one’s initial digital-marketing strategy has put the company on firmer ground, including “Advanced display advertising using a DSP: Demographic and Psychographic ‘up-funnel’ Programmatic.” Donohoe’s tone is one of controlled outrage when he talks about how few companies feel confident in their digital-marketing schemes; many CEOs, he maintains, are stuck in marketing’s past (“the internet is real,” he sardonically points out at one point). In fast-paced, insightful chapters, he takes readers on a thorough tour of standard digital sites and tools that businesses may use for marketing purposes, including search engines Google, Bing, and Yahoo!, social media sites, and music-streaming services. At all times, his manner is that of a no-nonsense insider. For example, he’s brutally honest in his opinions of Pinterest, Twitter, Pandora, and Spotify, asserting that they appeal mainly to “brand advertisers who care more about retweets and shares than they do about profitable customer generation.” As the strategies get more complicated, Donohoe skillfully clarifies his terms so that even beginners will be able to read along.
An in-depth and winningly frank marketing manual.Pub Date: Nov. 15, 2019
ISBN: 978-1-63393-952-3
Page Count: 250
Publisher: Koehler Books
Review Posted Online: Nov. 14, 2019
Kirkus Reviews Issue: Dec. 15, 2019
Review Program: Kirkus Indie
Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis...
Privately published by Strunk of Cornell in 1918 and revised by his student E. B. White in 1959, that "little book" is back again with more White updatings.
Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis (whoops — "A bankrupt expression") a unique guide (which means "without like or equal").Pub Date: May 15, 1972
ISBN: 0205632645
Page Count: 105
Publisher: Macmillan
Review Posted Online: Oct. 28, 2011
Kirkus Reviews Issue: May 1, 1972
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
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