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The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses) Paperback – January 18, 2011
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About the Author
Lorrie Thomas, M.A., is a marketing strategist, educator, writer, trainer, and speaker. She is the CEO of Web Marketing Therapy (www.webmarketingtherapy.com), a marketing agency that offers strategic advisory services, online marketing training, and marketing management.
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Dr. Jim Barry
As a McGraw-Hill 36 hour course, "Online Marketing" offers tests to measure your progress, a free online exam, and a Certificate of Achievement. This is a very basic and useful book for the novice. I highly recommend it.
Don't expect to dig deep or master any of the techniques.
However, if you're new to this, it's a good introduction to get you on the path of what to learn.
Just as a good medical doctor offers not only a cure for the patient but also a plan for wellness, Thomas Ross offers us not only quick tips but also a plan for flourishing in The McGraw-Hill 36-Hour Course: Online Marketing. This book is a practical guide for her approach called--marketing therapy.
While this book is useful for anyone venturing into online marketing, I would like to highlight 3 types of people who will especially benefit. These people represent a growing demographic in today's economy:
1) Creative, non-linear thinkers: Personally, my imagination and divergence allows me to push the boundaries of what is possible. However, in that process, I often forget the details. If you are like me, Lorrie Thomas Ross and her book will help us to remember these necessary details for carrying out innovative ideas.
Her "Online Marketing Collateral Creative Brief" is especially helpful to structure and harness creative energy.
2) Future-oriented entrepreneurs: The beauty of Thomas Ross's book is that she lays out a marketing vision that builds a strong foundation for businesses. This foundation is organic and flexible, which allows room for future possibilities and expansion.
What makes Thomas Ross's approach powerful is how she describes content marketing, blogging, and social media marketing. The power lies in our purpose and the way we use these tools. Much like an oak tree that spreads roots and can withstand powerful storms, we can develop deep roots through social connectivity that will sustain us in the future.
3) Community-oriented and Community-active individuals and businesses: For me, this is the biggest selling point for this book. Throughout the book, especially in her chapter on public relations, becoming active in the community. For example, she suggests taking initiative by approaching the media for news releases, rather than simply hoping that the media covers the story.
To a certain extent, one might be tempted to read her ideas on how one might become socially active as simply `different ways to sell a product.' However, when you understand that this book is the product of Lorrie Thomas Ross's larger vision, you can easily recognize that she is not merely giving ideas to sell. She is describing ways for individuals and society to flourish. In this book, she transcends the common egocentric approach to marketing that creates a simple relationship between seller and consumer. Instead, she gives us a guide to gain credibility and grow strong as individuals while strengthening our relationships and enriching society.