Customer Reviews

New Media/Same Message: Marketing to the Imagination in a Technology-Driven World

5 star:		(3)
4 star:		(2)
3 star:		(1)
2 star:		(1)
1 star:		(1)

 

 

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

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.

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.

Refreshing new insights, in particular for business people who had some doubts on the hype stories. The first marketing book that presents complete new insights for the marketing process that help you to increase profits in a most effective way. Not to spend more money. Great!

Paul Postma explains marketing strategies based on new technology. His strongest material emphasizes using information age technology to learn about consumers' behavior. New technologies, he explains, must be adapted to actual human behavior, because technology has changed quickly, but the human mind has not. Postma cites successful applications of these techniques, mostly from the Netherlands. A few concerns about the book: There are many good insights, but they sometimes get lost in the academic writing and extraneous detail. The basic marketing discussion is very basic. And, rapid change has already slightly dated some material though the book is only two years old. We [...] recommend this book to marketing managers and company owners who use the newest technology, and to academics teaching college classes on marketing methods.

This book may be more suited to someone that never has been in business before or someone who lives in a third world economy. No insights on how to market in this new digital age with all the various types of marketing media.

Its too bad with all of the author's background he did not give us one example of how any corporate business is using each "marketing media" and with what results. While his remarks on how our brain works were interesting, it didn't reveal any startling revelations. This book only speculates that something never changes. The coverage of this topic was more suited to a lunch hour discussion than a whole book. Unleasing the Killer App,by Larry Downes, while not focusing on marketing, at least made us aware of the importance of the customer in marketing, with more compelling insight.

"The New Marketing Era: Marketing to the Imagination in a Technology-Driven World" was a very difficult read and didn't come close to meeting my expectations. Rarely do I come away from a book feeling that I have gleaned very little - yet I found this text far from profound and even more distant from enlightening. This would possibly be satisfactory if I were seasoned or an expert in the profession of marketing; but I am new to the "game."

The first four of the five chapters simply didn't flow. It is almost as if the author had started four separate books and decided he could combine his works and call it one. How else could the lack of continuity between the chapters be explained? Maybe the essence of the book was lost in the translation? Wish I could be more complementary. Postma undoubtedly is knowledgeable in numerous disciplines - he just failed to come across as an authority.

Paul is a straight-forward writer, with a good heart