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Everything I Know about Marketing I Learned From Google [Hardcover]

Aaron Goldman
4.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

1 Sep 2010

Want Market Share? Google It!

“Google is a once-in-a-generation company. Aaron Goldman has writtenan essential book that goes beyond telling us how Google became soimportant to explaining why the revolution it’s leading will affecteveryone in media and marketing.”
—Brian Morrissey, Digital Editor, Adweek

“An insightful tour of the elements that have made Google successful combinedwith a usable guide on how to apply this learning to your business.”
—Rishad Tobaccowala , Chief Strategy & Innovation Officer, Vivaki

About the Book

You know you’ve hit it big when your namebecomes a verb—and no one knows thatbetter than Google. In just over 10 years,Google has become the world’s most valuablebrand, consistently dominating its category andgenerating $6 billion in revenue per quarter.

How does Google do it? In a word: marketing.

You may not think Google does much marketing.Indeed, it doesn’t do a lot of what has traditionallybeen viewed as marketing. But in today’s digitalworld, marketing has taken new shape—andGoogle is at the cutting edge.

In Everything I Know about Marketing I Learnedfrom Google, digital marketing expert AaronGoldman offers 20 powerful lessons straightfrom Google’s playbook. Taking you deep intothe inner workings of the Googleplex (which aresimpler than you think), Goldman provides theknowledge and tools you need to build and growyour brand (which is also simpler than you think).

Along the way, he shows how Google’s tacticsare being used by a wide range of successfulcorporations, from Apple to Zappos. Key principlesinclude:

  • Tap into the Wisdom of Crowds: Get the signalsyou need directly from your customers
  • Keep It Simple, Stupid: Craft messagespeople can grasp in a nanosecond andpass along
  • Don’t Interrupt: Join the conversation—but avoid disrupting it
  • Act Like Content: Provide value, notsales pitches
  • Test Everything: Take no detail of your programfor granted; you can always improve
  • Show Off Your Assets: Distribute yourbrand everywhere

The beauty of it all is that these Googley lessonscan be applied to every aspect of marketing,in organizations of any size. Whether you run aPR department in a multinational corporation orserve as the sole marketer in a small business,these tactics work.

In its mission to “organize the world’s information,”Google has rewritten the book onmarketing. Use Everything I Know about MarketingI Learned from Google to remake your ownorganization’s marketing—and engage morecustomers than ever.

Product details

  • Hardcover: 341 pages
  • Publisher: McGraw-Hill Professional (1 Sep 2010)
  • Language: English
  • ISBN-10: 0071742891
  • ISBN-13: 978-0071742894
  • Product Dimensions: 23.6 x 16.8 x 3.1 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 946,286 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

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Product Description

From the Back Cover

In Everything I Know about Marketing I Learned from Google, digital marketing guruAaron Goldman shares 20 lessons from the world’s most ubiquitous brand to help youbetter engage your customers and prospects.

You’ll learn how to do everything from initiating digital “conversations” withcustomers to testing and quantifying your efforts. In addition to his expert insight, Goldmandelivers case studies featuring some of the world’s most innovative brands that haveintegrated 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 morecustomers than ever!

About the Author

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.

Inside This Book (Learn More)
Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
4.0 out of 5 stars Primal marketing lessons from Google 30 Jun 2011
By Rolf Dobelli TOP 500 REVIEWER
Companies can learn a lot from Google's top marketing masterminds. Google dominates the online world with the most desirable Internet product - search. With its numerous products and services, Google operates in 36 languages, including Chinese, Hindi, Kyrgyz and Klingon (from "Star Trek"). Internet business expert Aaron Goldman distills Google's marketing magic into basic principles any company can use to increase sales. Goldman seems equal to the intellectual superstars at Google, although he admits he made a costly mistake when he turned down Google's pre-IPO offer to become its Chicago advertising sales rep. getAbstract recommends his savvy book as prime reading for all marketing professionals.
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Amazon.com: 4.3 out of 5 stars  20 reviews
9 of 9 people found the following review helpful
5.0 out of 5 stars Solid marketing-relevant text for companies who use SEO/SEM 31 Aug 2010
By Mark Ailsworth - Published on Amazon.com
I'm a huge fan of Malcolm Gladwell's books... I think I'm most inspired by his easily approachable writing style that exposes and explores big concepts in easily understood, and easily digestible terms, all while making sure the reader cracks a smile or a laugh at every page-turn.

I'm thrilled to have found another writer with that exact same style: Aaron Goldman. Goldman's book is a must for every early student of marketing, but even old dogs will find more than just a few new tricks here. Goldman has brought insights about Google's user approach that any humble webmaster or humble CMO (there aren't that many actually) can immediately begin to put into practice to correct their own confusing jumble of HTML madness. As marketers we try so hard to make sure that our users see everything we're about immediately upon arrival at our site, but the array of starbursts, auto-initiated audio & video, rich media silliness, and javascript fireworks only serves to complicate our message and leave the user even more bewildered about our value than when they first arrived.

Goldman articulates a simple model (one that easily fits into a lobe and a half of your frontal cortex) that will help you rarify and clarify your message so that consumers will finally "get" you. If you've struggled to divine the right words to sound your internal rallying cry, this book's for you. If you return to your company's website day after day and constantly wonder how to better array the information that's there, this book's for you. If you need a book to give your stuck-in-the-dark-ages CEO, this book's for you. It's not a "how-to book," however, so don't expect to improve your search rankings the moment you put the book down, but you will return to your desk with a renewed vision to strive for simplicity and clarity.

One of my favorite insights from Goldman's book is why Google makes the choices that they do in product development and release. I've read everything the WSJ has ever written about Google, but even I didn't consider the side benefits that Google realized by launching Google 411 and Google Voice. Apparently listening to accents and dialects from around the US and the world helps them improve their voice recognition software, and that to me is sheer genius. Look to the consumer to do your homework for you. The lesson here is that as a marketer you need to know what the secondary effect will be of any product you launch... how can you leverage the information you'll collect? Anyone with a website today needs to think about their strategy in accordance with the rules and guidelines Goldman has laid out.

You'll want to be sure you take full advantage of the [...] reader companion for a LOT more content. You'll find how-to info there, and a bunch of other soul-satisfying tips. Goldman lays out the theory and structure for Google-relevant marketing in the book, but walks you through step-by-step at the site.

This is a marketing text that every brand needs to consume to stay ahead.
7 of 7 people found the following review helpful
5.0 out of 5 stars Necessity For All Marketers 25 Aug 2010
By Adam C. - Published on Amazon.com
I've been in online media for 10+ years and decided to check out this book assuming that very little of the information would be stuff I didn't already know or hadn't already read somewhere. But, I like to stay on top of everything digitial marketing so I read it. I could not have been more surprised about how fresh and insightful Goldman's lesson and anecdotes were. If you are a marketer at any level, online or offline, this book is a must-read. You'll have it finished in a week and will be better equipped professionally after having done so. Well-done, Mr. Goldman.
6 of 6 people found the following review helpful
5.0 out of 5 stars Quick & Essential Guide For Internet Marketers 27 Aug 2010
By CFetter - Published on Amazon.com
This book will allow any business owner or marketer to understand the basic principals of driving online business. Goldman really does keep it "simple, stupid" with his tips on branding, driving leads and positioning yourself in the marketplace. Great read!
2 of 2 people found the following review helpful
5.0 out of 5 stars Intelligent yet with a simplistic twist 4 Sep 2010
By Ron Fleekop - Published on Amazon.com
This book has an abundance of great ideas and witty writing that keeps you interested. Even a modest internet lover can truly grasp the concepts and key points the book is offering.

I cannot wait until he comes out with another book. I would like him to focus on how Google is teaching expansion and relevance in the ever expanding global market place.

I highly recommend this book to anyone who wants to learn more about how Google and Search is changing Advertising and Sales for many years, if not decades to come.
4 of 5 people found the following review helpful
3.0 out of 5 stars Not very useful for small business owners 22 Sep 2010
By Ryan James - Published on Amazon.com
The book is set up to convey various marketing ideas through stories of businesses who have implemented them. Throughout all of this are explanations of how/why Google does what it does. As a small business owner, I didn't find much that was helpful in this. For instance, the stories often dealt with large corporations and "branding" or other esoteric ideas that don't really apply to a small business.

I also didn't really care for all of the detailed pondering about how/why Google does random, unimportant things. For instance, there are a few pages talking about how Google chose the order of its colors in its lettering. Great, I'm glad they tested every combo possible and came up with some nifty arrangement that conveys their uniqueness for the .0000001% of people who notice the colors are the primary band with 1 out of order. How does that help me drive customers to call me after they view my site?

I would have loved to see a discussion about what kinds of things are critical to put on my site in order to get customers to call. What information do they want to see? How much should be text versus pictures? How to incorporate SEO into this? Comparison of the different types of customer and how they like to be sold to, etc...

Anyway, I think this is more geared towards corporate VPs and the like. I really don't see a small business owner getting much use out of it besides a few tidbits here and there.
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