business books Tag



Gene Fowler Quote
Q: Dear Freddy: Can you recommend any books that would help me with writing techniques for marketing? Or does your writing come mostly through a lot of practice? — KC at USCRead More
McDonald's Double Cheeseburger
by Freddy Tran Nager, Founder of Atomic Tango + IMC Instructor and Practitioner; photo by BrokenSphere via Wikimedia Commons; note – buying through the affiliate links in this article supports the Atomic Tango martini fund… So I’m reading IMC The Next Generation by Professor Don E. Schultz, the father of integrated marketing communications. This seminal book offers some good approaches to marketing management, such as value-based customer segmentation and goals-based budgeting, with a large side-order of raw naiveté, the . But what inspired me to write this isn’t Schultz’s ivoryRead More
Seth Godin's Meatball Sundae
by Freddy Tran Nager, Founder of Atomic Tango + Business-Lit Taste Tester… Seth Godin’s book Meatball Sundae lives up to its name: it’s a big mess. I won’t fully review an old publication here, but the following two paragraphs made me want to hurl the book against the wall (or just hurl). On pages 68-69, Godin writes about the superiority of “permission marketing” versus “interruption marketing”: “Pets.com used every tactic they could find — TV ads, sock puppets, and accelerated e-mail marketing with a veil of permission. They blew throughRead More
McDonald's Double Cheeseburger
by Freddy Tran Nager, Founder of Atomic Tango + Practicing Metaphor Engineer… Looks like it’s over for us marketing strategists. Now I’m not saying there’s no more need for marketing strategy. If you look at the anemic brands of most banks, airlines, and Web 2.0 startups, you’ll see that the need for marketing is growing faster than Rush Limbaugh at a cheesecake bake-off. But the opportunity to develop a revolutionary new marketing strategy may have passed. Sure, we marketers can still develop new tactics based on new mediums and newRead More