BookReview: Your Marketing Sucks
by Mark Stevens, Three Rivers Press, April 26, 2005, 1400081696
Mark Stevens promotes Extreme Marketing: results means revenue, and nothing else. He thinks the Clio award should be abolished along with any awards, because they take away from marketing productivity. The book is filled with examples of where his company changed the marketing to improve the ROI of various companies.
Unfortunately, he presents anecdotes as evidence. While his specific recommendations make "sense" in context, and are backed by numbers in the specific instance, that doesn't mean they are generally good advice to follow. Indeed, it seems like any advice he gives always works. He doesn't present his trials and errors at getting ROI, which would be extremely useful.
The book is entertaining in general. I like his direct style of writing. It's probably a bit too long for the general message: have a way of measuring it, and try a lot of stuff. However, in comparison to other marketing books, his book is concise and clear about how to value marketing.
Via Rob 2006
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