Controversial advice on appealing to age-old desires wtih space-age technology. Paul Postma, the contrarian marketing guru, proves that even as technological advances are channging the world, the reasons people make buying decisions have remained the same for centuries. In this timelss yet unorthodox treatise, Postma unveils the essence of marketing success--people still buy what appeals to their need for food, shelter, and companionship. Going beyond a theoretical framework, Postma then guides readers through the many ways in which today's technology can be used to sell to these basic human desires.
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Editorial Reviews
From the Back Cover
"Paul Postma is one of those rare marketing thinkers whose deep technical knowledge and psychological insights make him a perfect guide to illuminate for 'Old Era Marketers' the rich opportunities being opened up by the new electronic media." - Philip Kotler, Distinguished Professor of International Marketing, Northwestern University. "His approach has proved invaluable as we developed our marketing strategy and increased our revenues." - Thomas Van Velthoven, Director of Marketing, The International Red Cross. "His knowledge and insight have proven invaluable to our marketing strategy." - H.J. Kievits, Marketing Communications, Shell. "Postma is the ideal person to guide us into the new marketing era." - Gert Bouwkamp, Senior Executive Vice President, Rabobank. "This fascinating book made me completely rethink my company's marketing strategy." - Peter M. Verkuyl, Managing Director, Auto Lease Holland. "An outstanding marketer, Postma's innovative approach is highly stimulating." - Tom H.M. Dunn, Director Meespierson, The Fortis Group. "His concepts, theories, and applications helped us get up to speed in 'Customer Management' thinking." - Ingrid K. Van Rossum, Vice President Distribution, KLM Royal Dutch Airlines. "A leading authority, he's able to bridge the opportunities of tomorrow with the customer needs of today." - Paul Malschaert, Decision Support Manager Europe, Compaq.
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Most Helpful Customer Reviews
10 of 10 people found the following review helpful:
4.0 out of 5 stars
A book like this is essential reading,
By A Customer
This review is from: New Media/Same Message: Marketing to the Imagination in a Technology-Driven World (Hardcover)
With such a lot of ridiculous jargon associated with marketing techniques, new and old, it is refreshing to read Paul Postma's splendid encapsulation of the human condition and how it responds to the marketing challenges of the information age. Within the five chapters of well-organised theories which are remarkably easy to absorb, there is some excellent practical advice for those of us for whom keeping up to date with marketing techniques is vital.I was delighted to come across phrases such as 'Relations make the world go round' and 'the less information the better' as Postma clearly demonstrates that in the centre of this huge mass of data which we strive to arrange and rearrange in our ever more sohpisticated attempts at one-to-one marketing, there is a significant human element - the essence of the deal. In all my 20 something years of Services marketing I have always held two things close to my heart; there is always a deal, and the sales stimulant is always simple. Of course, discovering what the deal is and its catalyst becomes more and more difficult when there are so many options, so much information, so many opportunities for competitive advantage and so many risks. But, as a practitioner, someone that implements real campaigns to deliver actual business benefits on a daily basis, books like this are essential reading as we brace ourselves for yet another new marketing era. Caroline Whitehead Marketing Consultant Bristol, UK
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Realistic eye-openers to become more successful in marketing,
By A Customer
This review is from: New Media/Same Message: Marketing to the Imagination in a Technology-Driven World (Hardcover)
I've read a lot of books on marketing, and a lot of books on the `blessings' of modern IT, but Paul Postma's The New Marketing Era is the first book that helps me keep both feet on the ground. I'm convinced that Postma is one of those rare marketers that combine marketing and IT experience with true psychological insights. Before I read his book, I believed all those so-called gurus who taught me that modern media like Internet would change the world we live in forever, and that the way we do business would change drastically. However, the insights Postma offers in his book - such as the idea that IT changes fast, but human beings practically remain the same - opened my eyes and will definitely help me become more successful in the marketing arena. Having been in marketing for years, I believe The New Marketing Era is one of the most useful books I have ever read. I can truly recommend it to beginning and advanced marketers and managers alike.
4 of 5 people found the following review helpful:
5.0 out of 5 stars
practical grasp of marketing,
By MR JOHN BUTLER (Dublin, Ireland) - See all my reviews
This review is from: New Media/Same Message: Marketing to the Imagination in a Technology-Driven World (Hardcover)
The New Marketing Era is oozing with unargueable connections between basic human nature, new technology and how they are connected in what is a new world of marketing. Many people seem to have missed the human connection in the drive towards integrating new technologies such as the internet, commercial on-line services, email and multimedia CD-Roms.Paul Postma helps us to keep our feet on the ground and, at the same time, get to grips with the new technology that surrounds us in this very down to earth book - by far the most practical book I have read this year.
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