Cone delivers hundreds of pearls in a a sharp, no-nonsense, and witty style on all facets of marketing, branding, and advertising with all the candor and freshness you'd expect from a a knowledgeable good friend in the business. Illustrated throughout with examples of the good, bad, and ugly in advertising, this is the stuff no one ever teaches.
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Customer ReviewsMost Helpful
By John on 24-04-10
Not for the Small Business
This book is written by a guy who has done major marketing campaigns for huge companies. He is very "old school" and barely covers the Internet. If you are working for a marketing group in a Fortune 500 company and buying TV and hiring spokespersons, then this might be a good reference. As a reference for a small business, there is not a lot here.
Steve urges the use of professional spokespersons. Too bad he did not hire a professional narrator. Much of the narration is disjointed and unprofessional. He should have followed his own advice.
2 of 2 people found this review helpful
By Bruce on 02-05-10
Outdated On Delivery
I really wanted to like this book. The author presents solid ideas that, unfortunately, the world has moved beyond. The author spends most of the text describing how to create effective newspaper and magazine campaigns, and that's about it. The web and associated channels are virtually ignored. In fact, the most significant discussion of websites concerns what font and size type to use when listing your website on your newspaper and magazine print ads.
The most ironic thing about this work is that the author starts out by saying that there will not be a follow on because this work is comprehensive and will stand as is for a long time. If this book had been released 50 years ago, the author would have been spot on, a radical, and a visionary. Today, this work stands as an anachronism.