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The Age of Engage: Reinventing Marketing for Today's Connected, Collaborative, and Hyperinteractive Culture Hardcover – March 1, 2008

4.5 out of 5 stars 14 customer reviews

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Review

In this excellent primer on using the Web effectively to develop marketing strategies, Shiffman (marketing and management consultant) offers an introduction to Web 2.0 and Web 3.0 and expands on the role of the Internet as an effective tool for businesses to truly interact with their target audiences. The author uses case studies and examples (e.g., Starbucks, Apple, Best Buy) to explore the Internet's role beyond the corporate Web site. She also discusses the important role of social networking sites such as Facebook. An appendix contains a series of exercises to help marketers understand the vital role that social, interactive media can play in developing their own successful marketing campaign. Shiffman's professional experience as a branding consultant is evident in the tone of the book. The Age of Engage is written with professionals in mind, and a certain amount of marketing knowledge is needed to fully appreciate the text. An ideal resource for business professionals and business graduate students as an overview of how to use technology for successful, engaged branding strategies --N .E. Furlow, Marymount University<br /><br />To succeed in today's global technology-driven economy, business owners must be on the leading edge in marketing their products and services. In this forward-thinking guide to marketing in the Live Web age, Shiffman, founder and principal of the strategic marketing and innovation company Venture Essentials, explains why and how CEOs must throw out the 'Four P s of Marketing' and replace them with a new paradigm of marketing in which email, viral buzz, search mechanisms, social aspects, widgets, avatars, authenticity, and story play major roles.

Over two decades, Shiffman has launched some thirty products and rebranded others, accruing over $2 billion in revenue; experience that she draws on to provide rich examples. In addition to explaining newly coined internet terminology for the nonspecialist, she clearly describes her overall 'V' strategy (Venture, Value, Voice, Verifiable, Vicinity, Vehicle), which she has found so effective for her clients. Throughout, she presents a compelling case for CEOs to 'implement interactive and engaging marketing that simultaneously targets individuals and the mass market.'

The Age of Engage is especially useful for already tech-savvy readers. Her chapter-by-chapter lists of questions help businesses assess their current marketing strategies. Finally, Shiffman refers readers to The Marketing Plan Wiki at marketingreinvented.com, an interactive site that everyone in business will want to bookmark and visit often. --Jeanne M. Lesinski, ForeWord Magazine

The Age of Engage, in the Nonfiction, has been chosen as an Honorable Mention in the Writer s Digest 16th Annual International Self-Published Book Awards. --Writer's Digest

About the Author

Denise Shiffman is founder and principal of the strategic marketing and innovation consultancy Venture Essentials. In her twenty-three-year marketing and management career, she has launched over thirty products responsible for over $2 billion in revenue, marketed pioneering computer and Web technologies, and reinvented the corporate brand of a Fortune 500 company. Her commentary has been featured in The New York Times and BusinessWeek, and on CNET.
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Product Details

  • Hardcover: 220 pages
  • Publisher: Hunt Street Press; 1st edition (March 1, 2008)
  • Language: English
  • ISBN-10: 0979802806
  • ISBN-13: 978-0979802805
  • Product Dimensions: 8.7 x 5.9 x 0.9 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #1,901,233 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
If you have not had any (or very little) exposure to digital marketing, by all means buy the book and read it. However, for anyone who has had some experience with digital marketing the last 5 years, this book offers very little new thinking (unless you are really bad at your job).

While the book is full of examples, if flows poorly. The author's points seem to get lost in a somewhat poor structure, and too many points thrown at the user without a proper flow to it. The author should definitely look into pyramid consulting techniques in order to present better. And given the author's savvy in online marketing, it does make me wonder whether the other reviews are legitimate.

But again, if you are a CEO, or non-marketing exec, or an "old school" marketer, this books seems like a useful intro to you. But you should be out reading Techcrunch, Marketing 2.0, Mobilemarketer, Mashable etc etc on a daily basis, and you would not only learn just as quick, you'd stay more current.
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Format: Hardcover
I just finished reading The Age of Engage, and all I can say is WOW! As a thought leader in Internet marketing I read 4-5 books a week. And this book stands out in the questions it surfaces, and then (more importantly) the answers it provides.

I literally went through three highlighters trying to extract every golden nugget of information this book delivers. Plus, I bought copies for my entire staff - with the directive to read this ASAP!

If you are looking for a book that does more than just lay a bunch of theory on you... a book that really explains what must change, why it must change, and then most importantly HOW TO CHANGE - then look no further, you have just found THE book that delivers on all three aspects.

Lastly, the final seven pages of the book are filled with marketing exercises/questions that do an excellent job of helping readers take what they've learned and now apply it to their businesses. I hope more books begin to follow this format beacause it makes the takeaway value so much easier to dimensionalize and act upon.
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Format: Hardcover
This book was a good read. It did not set my world on fire because over the past year or so I've been reading quite a few marketing books on how to incorporate blogs, comment sites, and social networks into the marketing plan of a business plan. In a way, it's just another of the many books that are flooding the book market regarding Internet marketing.

The book is sweet, though. It's pretty to look at. It's well outlined and well written. And, oh, the pictures of the author I have spotted on her Amazon profile, LinkedIn profile, and her book's own Web site and blog indicate she is a knockout appearance-wise. The best parts of this book in my humble opinion are the real-world examples about how to open meaningful interactions with potential customers.

The book points out well that traditional marketing involved the following approach: static, publish, inform, link, sell, and control. And now the marketing or Internet marketing approach involves live, interact, engage, tag, socialize, and collaborate. The new approach seems to take much more time from the marketer's perspective than the old approach. But the new approach costs so much less than the old approach. And the new approach is proving to be so much more effective.

The target audience for this book supposedly is marketers, communications experts, CEOs, and business owners. I highly recommend each of these people get a copy of this book to either learn something about Internet marketing done the right way, or to reinformce what they already know (or think they know) about Internet marketing. 5 stars!
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Format: Hardcover
I picked this book up and could not put it down. This is a total paradigm shift for the marketing world. This book replaces the principles of 4Ps (Product, Price, Place, and Promotion) with the 6Vs (Venture, Value, Voice, Verifiable, Vicinity, and Vehicle).

With 15 years experience in technology and having lead major technology initiative for two Fortune 500 companies I recommend that IT professional read this book to gain an understanding of how to use their knowledge of technology to help transform their companies to be able to compete in the new marketing age that we have entered into.

Whether you are a small, medium or large business you have to read this book. This book is a must read for every single person in every organization.

Kevin Dean
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Format: Hardcover Verified Purchase
For marketers that haven't grasped the fundamental changes occurring in our industry, The Age of Engage will be an eye opener. For the rest of us, it's an aid to realign our approach and remain relevant in today's conversational, connected and collaborative culture.

Over the past two months, I've gotten to know Denise Shiffman, the book's author by reading her book, blog and tweets. Experiencing the author in this The Age of Engage fashion confirmed to be that: she gets it; she speaks it; and she lives it. That's an admirable achievement for a 23-year marketing veteran.

"Social media will eventually become a part of every company's DNA. Anyone in marketing without this knowledge and skill set will be left behind," Shiffman told Social Meteor in a recent interview. "At some point we will come out of the economic downturn and companies that have set the stage for growth will rebound the quickest. Success will be determined by today's priorities. And companies that prioritize customer experience, loyalty and affinity high will gain in market influence and momentum."

Social media is a cost-effective way to reshape customer experience, build loyalty and increase positive word-of-mouth. And, Shiffman told us there's no more important time to do it than now.

The Age of Engage is a strategic manual for marketers, public relations professionals and other communicators who have honed their skills in the `Age of Influence' and want to remain relevant professionals in the current culture, which Shiffman deems appropriately as the `Age of Engage.' At less than 200 pages, it's one of the easiest ways for a professional to remain relevant during a challenging economy. After reading the book, they'll be able to describe new tactics and thought processes companies need to deploy to be enduring, relevant and successful.

Read a full review of this book, the author's blog and her tweets at:
[...]
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