Customer Rating: 
Summary: The Intended Audience...
Comment: I didn't really think this book revealed anything that was a surprise for someone at the intermediate marketing level. For example, the idea that if you give a product a bad name it will not sell is sort of like....no duh George! It did give some good advice on how to name products. For example, keep it short and simple and try to come up with something that is easy to memorize. Like Coke, 4 letters, or Pepsi, 5 letters. Creating a single syllable name is usually better than creating a name that is 2 syllables or more.
Take for example YouTube. Now instead of using "you", let's say that YouTube made the mistake that most newbie marketers make by trying to make their business or service sound bigger than it actually is. They could have used "universal" as in UniversalTube. Here you have a 4 syllable word that just doesn't sound as good as the short and simple "you". Would YouTube have grown to a billion dollar company if it was originally called UniversalTube? Marketing statistics say probably not.
This reminds me of another point which is to try and always use the word "you" in your sales copy instead of the word "us" or "we".
This book is great as an introduction to marketing, a kind of survey of what marketing is and what it is not. As far as practical, step by step application of the principles discussed within this book, I think it falls short. However, I don't think that was the original intention of the publisher. I think this book is aimed at college students and is meant more as a survey of the topic of marketing and not so much something that you would take and immediately use for your own business (i.e. most college students haven't even held a steady job for long let alone own their own business so it makes sense).
The book is a bit pricey but overall it is a good introduction to marketing.
From the author of Internet Marketing-Profits That Lie Hidden In Your Website: How To Triple Your Web Sales In 25 Days
