Top critical review
11 people found this helpful
The New Coke of Online Marketing Books?
on November 17, 2000
Let me try to save you a few bucks.
The authors believe that "brandwidth" (cool buzzword) means being able to sell on-line, and should include using the unique properties of the web to target and customize offers and relationships in a more intelligent way. OK, I get it, and ....? Not sure I should believe the authors, one of who is best known as the guy who convinced the Coca-Cola Company to scrap the world's greatest beverage for New Coke.
The book attempts to take you in with the obvious observation that online brands will not be built successfully via bombastic Super Bowl advertising. OK, I get it, and ....?
From my perch, online or offline, great brands are built by understanding competition and competitive dynamics, establishing a clear, differentiable product or service offering, and focusing marketing spending on the target customers with the best probable return on investment.
The fundamentals of marketing have not changed in years. If you want to read actionable books on strategic marketing, pick up anything by David Aaker or Phil Kotler.