New Business Book Summary Available for Disruptive Marketing

In Disruptive Marketing, Geoffrey Colon claims that the world marketers face today is one where binary and linear decision making no longer works. This is because consumers now control brands, not the other way around. The new power of consumers is a byproduct of the digital revolution: Consumers have more agency thanks to the web and advances in mobile technology. To combat this, marketers must think creatively about problem solving and become disruptive instead of relying on traditional, non-human-centric methods.

New Business Book Summary Available for Madison Avenue Manslaughter

The advertising industry is often portrayed as exciting, creative, and profitable. However, factors such as the change in pay structure, rise of holding companies, profit-hungry shareholders, and increased workload resulting from the digital revolution is draining agencies' resources and squeezing their profits. Agencies seem unable or unwilling to adjust to the changing world around them. In Madison Avenue Manslaughter, Michael Farmer chronicles the rise and fall of the advertising agency, and presents some uncomfortable truths that must be faced if agencies want to stop their decline and rebuild their organizations and relationships with clients.

New Business Book Summary Available for Does It Work?

In Does It Work?, Shane Atchison and Jason Burby tap into their own experiences as digital marketers of the POSSIBLE creative agency to provide the tools and processes necessary for creating effective marketing plans. A guidebook to delivering business value, Does It Work? demonstrates that by setting goals, employing metrics, and fueling creativity with data, digital marketers can build more effective brands. To this end, Atchison and Burby offer 10 marketing principles that all brands must follow to achieve success in today’s digital world.

New summary available for Mastering the World of Marketing

Marketing is changing, and many marketers feel overwhelmed with questions about how to respond to that change. At the same time, more information is available today about marketing than ever before. In Mastering the World of Marketing, Eric Taylor and David Riklan offer readers 50 individual articles on topics from social media to psychological triggers to networking. Each article is written by a different author who is an expert in a particular marketing topic or practice. The book’s purpose is to give readers ideas for marketing initiatives and act as a resource guide for marketers.

New Summary Available for The Brain Sell

In the last 50 years, neuroscience has made tremendous strides in understanding the brain, even developing techniques to measure people’s thoughts and emotions in real time. For advertisers and marketers, brain research is enormously beneficial for improving market research findings and designing more enticing retail experiences. In The Brain Sell, Dr. David Lewis draws from his own experiences as a neuroscience researcher to relate how neuroscience, behavioral economics, and consumer psychology have led to the development of increasingly more effective methods of advertising and retailing. Dr. Lewis also explores the fields of data collection and analysis, and discusses concerns consumers have about how their personal data is being collected and studied.

Change is something that can always be counted on. This is especially true in the world of marketing and advertising. For decades, marketing campaigns told consumers why they needed a product, and until the invention of the Internet, consumers were okay with this. Today, consumers are looking for relationships more than anything else. They want to feel as though a brand understands them and cares about them. In order for a brand’s marketing campaign to be effective, it must speak to consumers’ core motivations and desires. In Laddering, Eric V. Holtzclaw examines the history of advertising—how it began and what caused it to shift to the new paradigm it is experiencing today.