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

Marketing For Tomorrow, Not Yesterday


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

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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 19, 2010

Kirkus Reviews Issue: Aug. 15, 1996

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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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