Other Sellers on Amazon
+ Free Shipping
Everything I Know about Marketing I Learned From Google Hardcover – Illustrated, August 26, 2010
|New from||Used from|
Inspire a love of reading with Prime Book Box for Kids
Discover delightful children's books with Prime Book Box, a subscription that delivers new books every 1, 2, or 3 months — new customers receive 15% off your first box. Learn more.
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
From the Publisher
Aaron Goldman is Chief Marketing Officer at Kenshoo, where he puts lessons learned from Google to good use through global technology solutions for managing online advertising. Goldman lives in Chicago.
From the Back Cover
In Everything I Know about Marketing I Learned from Google, digital marketing guru Aaron Goldman shares 20 lessons from the world's most ubiquitous brand to help you better engage your customers and prospects.
You'll learn how to do everything from initiating digital "conversations" with customers to testing and quantifying your efforts. In addition to his expert insight, Goldman delivers case studies featuring some of the world's most innovative brands that have integrated lessons from Google into their own marketing strategy. You'll see how:
- Apple is Googling its customers to remain relevant to their passion points
- GE is Googling its marketing plans by selling altruism
- Threadless is Googling its products by tapping the wisdom of crowds
- Barack Obama Googled his way to the top of the political ladder
And now you, too, can Google your business to build meaningful connections with more customers than ever!
- Item Weight : 1.41 pounds
- Hardcover : 352 pages
- ISBN-10 : 0071742891
- ISBN-13 : 978-0071742894
- Product Dimensions : 6.3 x 1.13 x 9.3 inches
- Publisher : McGraw-Hill Education; 1st Edition (August 26, 2010)
- Language: : English
- Best Sellers Rank: #3,236,314 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
I like this book. It isn't perfect. It is more a "forest" book than a "trees" book, but Adam provides great marketing food for thought and some useful web links and concrete hands on items as well. First and foremost, the chapter on your Universal Selling Proposition (USP) really should be read, first. Are you a tax accountant in Detroit, a hypnotherapist in New York City, or perhaps you sell organic probiotics over the Web... Find your USP, says Aaron, and orient your Google marketing around it. He uses examples as from All State Insurance and has little fill-in-the-blank figures to help you, discover and refine your USP.
It's his best chapter that unifies the "forest" (What do you want to be as a company?) with the "trees" (How do you turn this big goal into concrete marketing steps?).
But therein lies the rub. Trying to be both a "forest" book and a "tree" book, Everything I Know About Marketing sometimes fails to be either. At the "forest" level, it isn't really an easy beach book of mind candy like The Tipping Point. Aaron discusses the newspaper business, for example, and how Google / the Web has all but destroyed it... But he doesn't really explain any alternatives, beyond newspapers becoming pure advertising; nor does he really delve into the social / political / marketing implications of the coming media collapse. So forest lovers will be left a little unsatisified.
At the "tree" level, the book mentions various tools and tricks to help your company dominate Google, but it often isn't clear if those tips and tricks are just for AdWords (paid advertising) or for SEO. As for SEO, he gives it short shrift in the introduction, dismissing SEO as "not that complicated" (pg. 4). But the book gives few practical hands on tips for dominating either AdWords or SEO - for those issues, you are better off with a Dummies book, or taking one of the practical AdWords / SEO classes I teach online (just Google Jason McDonald SEO to find me and my online classes). The devil so often is in the details, and at the "tree" level more than the "forest" level, Everything I Know about Marketing disappoints.
The solution? Buy this book, AND ALSO buy a few practical books on AdWords and/or SEO. Or take a local class on SEO / AdWords or take an online class like those I teach. The two together will be powerful food for thought. You can click on my profile to find a list of my recommended SEO / AdWords books.
Goldman seems to be quite the witty fellow, if at times irreverent. As its title suggests, the book is pretty much a handbook based on Google's operating principles, for companies with a digital presence. Not too much takeaway if you're a brick & mortar that is not interested in going online.