If you're looking at implementing a ppc or seo or paid inclusion search engine marketing program then you'll be wise to have this book in your arsenal. It's full of good information about the elements that really matter to your campaign and breaks it down based on the desired outcome. So whether your looking to implement a branding campaign, generate leads, sell product or just drive traffic, the tactics are there as well as a description of which engines to use for each type of campaign by industry.
Anyway, it's a good book so I say if you're in that market then you should definitely buy it. Even if you think you're too smart to learn anything new about seo or ppc, trust me, nobody's that smart.
Apply strategic focus to your search marketing to gain competitive advantage.