2 of 2 people found the following review helpful
More academic than of practical value,
This review is from: The Business of Influence: Reframing Marketing and PR for the Digital Age (Hardcover)
Customer review from the Amazon Vine Programme (What's this?)The Author starts off his book by stating that he is not 'an academic' I would have therefore expected his book to be a more practical approach to this topic. However it was not. It was very much like reading a textbook. A reference containing facts which you could learn and regurgitate later. He also mentioned that he wanted to fully explain 'A' before going down the route of how to get to 'B' so that the road would be easier. My satnav gives better directions!
I have spent the last 20 years in business and marketing and have learnt most of what I know through hands-on experience with some large international companies, small companies and my own business alike. I had hoped that this book would have been an easier more accessible guide to what the basics of digital marketing is all about and how to apply it in the growing social web arena.
Marketing is the psychology of influence at its core with an underpinning of business to apply it for results in some way. Influencing consumers, whether it is to buy a product or to think in a particular way about something or someone is the sole purpose of marketing. Facts and figures are necessary for any business approach but only if they are analysed and used to provide some practicaly application to the business. Personally, I felt this book was more a research project which needs taking further to produce something useful.
I initially found this book hard going. I struggled to settle into it and see where it was heading. It was like reading a bad 'who dunnit' without a proper plot and without the clues. I had hoped for some refreshing insight into digital marketing but the author merely presented a lot of facts, which although clearly well researched, just left me 'zigzagging' through this book trying to find a natural flow to his presentation of ideas. In fact, I do not feel that I found any particularly 'new' ideas in here but that could be because I was having difficulty staying interested and focused on what he had to say.
I guess I had expected this book to be more from a viewpoint of new research done on how marketing influences the consumer into thinking or acting in a certain way and how digital marketing and 'social or web' media can be used for this purpose for the ultimate benefit of your business on a long term basis. In actual fact, what it is, is a highly technical marketing analysis which is great for laying out new guidelines for the CIM but I had hoped for a more humanistic, practical approach for marketing practitioners not students or academics wishing to analyse marketing for research purposes.
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Initial post: 16 Oct 2011 21:49:34 BDT
I'm the author of The Business of Influence, and I'd like to thank you for your review. The point that strikes me most is your assertion that this book needs to be taken further, and I couldn't agree more. We're at the same juncture in 2011, with all the ramifications of the combined changes described in the book, as Kaplan and Norton for example found themselves on publishing the Balanced Scorecard in the mid-90s - a topic that was indeed taken further as its recommendations were put into practice.
It's only in recent months for example that the term "the social enterprise" has gained currency - a transformation is upon us and I hope my book provides a framework for leadership teams attempting this intense transition.
I'm wondering whether the title, referencing 'business' as it does, is sufficient in communicating the book's intention to address organisational strategy, the macro stuff, as opposed to the psychology of influence, more the micro end of influence. It seems from the first statement in your last paragraph that it was not.
Ultimately, I'm often asked for simple answers to the big questions addressed in the book. And indeed, there are many out there willing to present some. But I'll leave my response to your review with a quote I use on page 118 by HL Mencken: "For every complex problem there is an answer that is clear, simple, and wrong."
Thanks again, Philip.
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