Marketing in the early 21st century is dominated by two approaches, neither of which is visible to the naked eye: the use of data to define and shape human affairs into machine-readable form and the effort to create and sustain ongoing two-way relationships with customers. The former is one way human life is being subjugated to the regime of the machine; the latter is one way the individual may one day emerge from within the datascape. A post-modern perspective is used to reveal both the 'kaleidoroscope' of data and the 'raw immaterials' of relationships in two companion essays.
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Len Ellis has a split personality. He earned a Ph.D. at Columbia in the social sciences and then earned his living as a communications strategist at big Madison Avenue agencies, mostly on the leading edge, doing data-based and online marketing. His Silicon Simulacra: Post-humans of the Machine Worlds examines how humans are being assimilated into databases and into cyberspace and, once inside, become hybrid entities--part human/part machine. His forthcoming Proto-Robots: Early Fictions is an anthology of mostly 19th-century works on automatons, steam men, cyborgs and androids, long before robots appeared on the scene. Ellis lives in New York and reads philosophy for fun.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
5.0 out of 5 stars
Big Thoughts on Marketing,
By Rebecca Lieb (New York, NY USA) - See all my reviews
This review is from: Marketing in the In-Between: A Post-Modern Turn on Madison Avenue (Paperback)
Most books on business (particularly those by self-proclaimed "gurus") seize on a single idea. With terrier-like tenacity they explain it, illustrate it, present case studies of it, then explain it yet again, until a readers feels she's entered some sort of textual version of "Groundhog's Day."
"Marketing in the In-Between," takes the opposite approach. It packs so many clusters of thought, ideas, revelations and connections on every page, the reader will need to repeatedly dip in to glean all the thoughts. It challenges readers to truly ponder and to question the basic precepts and practices upon which marketing is based.
2 of 2 people found the following review helpful:
4.0 out of 5 stars
Rebecca Nailed It,
By
This review is from: Marketing in the In-Between: A Post-Modern Turn on Madison Avenue (Paperback)
Rebecca's review is spot-on. I could read this book several times and get something new out of it each time. Ellis succinctly captures the changes in consumer-marketer interaction and the new 21st century value exchange and does a great job of putting it in historical and philosophical context.
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