Awards & Accolades

Our Verdict

  • Our Verdict
  • GET IT


Google Rating

  • google rating
  • google rating
  • google rating
  • google rating
  • google rating
Next book

Marketing For Tomorrow, Not Yesterday

SURVIVING AND THRIVING IN THE INSIGHT ECONOMY

A well-written, cogent, and concise argument that demonstrates ways to cope with the changing marketing landscape.

Awards & Accolades

Our Verdict

  • Our Verdict
  • GET IT


Google Rating

  • google rating
  • google rating
  • google rating
  • google rating
  • google rating

A longtime marketing practitioner challenges his colleagues to adjust to a new economy in this nonfiction book.

In this manifesto directed at chief marketing officers, Raj (Brand Rituals, 2012) suggests that marketing has evolved from the “Attention Economy” to the “Information Economy” to what he calls the “Insight Economy.” This, he writes, “requires us to translate and transform the huge amount of information…in order to find new avenues for growth by leveraging powerful and compelling insights that help us serve our customers’ real needs.” According to Raj, the CMO can no longer be a specialist in one area; rather, he or she must embrace the notion of becoming a “Marketing Decathlete” who’s proficient in 10 specific marketing fields, such as “strategic ability,” “innovative mindset,” “engagement focus,” and “deliver[ing] on equity.” As Raj explains these, he compellingly debunks some common modern marketing perceptions; for example, despite the current excitement about big data and microsegmentation, Raj cautions that “you can’t let yourself get so caught up in rhetoric that you forget what problem you’re really trying to solve.” Similarly, he says that chief executive officers and boards enamored with new technologies are just “becoming enablers of fragmentation”; as a result, he says, CMOs often chase “numerous experiments going nowhere.” Social media isn’t safe from the author’s detailed critique, either; he offers several examples of how consumer reactions on social media have contributed to negative perceptions of brands that “lower the bottom line.” Interestingly, Raj writes that he believes in returning to an age-old concept: focusing on the needs of one’s best customers. The optimum model for successful marketing, he writes, is “the TRL model…Trust, Respect and Loyalty.” Although the book poses no detailed solutions, CMOs who heed the book’s advice will, at the very least, take solace that the upheaval they’re witnessing is widespread.  

A well-written, cogent, and concise argument that demonstrates ways to cope with the changing marketing landscape. 

Pub Date: Oct. 16, 2015

ISBN: 978-0-9967268-0-1

Page Count: 174

Publisher: Spyglass Publishing Group

Review Posted Online: Dec. 15, 2015

Kirkus Reviews Issue: Feb. 1, 2016

Categories:
Next book

THE ELEMENTS OF STYLE

50TH ANNIVERSARY EDITION

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

Categories:
Next book

NUTCRACKER

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

Categories:
Close Quickview