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Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Que Biz-Tech)

1 rating: 1.0
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“Dietrich and Livingston have given us a practical guide and checklist for organizations to tear down the organizational silos that stand in the way of getting successful marketing results in a networked media age.”  --Beth Kanter, … see full wiki

1 review about Marketing in the Round: How to Develop an...

Unfocused and Filled with Marketing Jargon

  • Dec 3, 2012
  • by
I was interested in this book because I am looking into doing some marketing for a really small (really, really small) Android software startup, which currently has only one app in development. This book looked like many others in the filed of online marketing - a general-purpose book that can be applied to businesses big and small. The whole point of online marketing, so I thought, was that the skills and tools that apply to one company and organization are pretty much the same that can be scaled upward and downward at will. Online marketing was supposed to radically democratize marketing for everyone. However, this book turned out to be completely geared towards large-scale corporations with many different departments and sub-departments. From almost the very first page it started addressing issues of office politics, corporate turf wars, and similar large workplace intrigue. This is not the only problem with addressing the right kind of audience. The book seems to assume that its readers are already very familiar with all the usual marketing ideas and are already marketing professionals with a lot of real-world experience. It is filled with jargon and assumptions that only the insiders would find intelligible. On the other hand, it goes through a lot of "exercises" and check-sheets that are clearly aimed at very low-level audience - at best! There is certainly some good information provided within these pages, but I couldn't make any heads or tails out of it. I not really recommend this book to anyone, but if you are desperate for any kind of marketing information then you might find some use for it.

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