As long as you’re in a book buying mood, I have one to recommend as well.
Every so often, a marketing book comes along that captures precisely what’s going on at the moment–the “zeitgeist,” if you will.
We Know What You Want: How They Change Your Mind by Martin Howard is a fascinating overview of all the marketing tactics that are working to influence consumers on a much subtler level than traditional advertising.
No, this isn’t a conspiracy theory, naked chicks-hidden-in-the-ice-cubes kind of book. But in covering such tactics as event marketing, in-store marketing, targeted CRM, advergaming, word-of-mouth, PR, buzz marketing, etc., Howard lays it all out in a kitschy, well-designed book full of little graphics to keep you enthralled.
I read a lot of marketing stuff, but this book has quite a few “I can’t believe someone’s doing THAT” marketing ideas in here. It’s well-done.
This sounds very interesting – a definite ‘must buy’. But I wonder how well these tactics actually work in the real world?
Have you read this article?
http://www.madisonavenew.com/mad40.html
I think it’s a fitting response to many of the marketing tactics mentioned in your list, actually.
I don’t know about the effectiveness per se, but in the book, Howard cites directly all the companies and websites that are involved in these tactics–the folks behind the pr, the buzz marketing, etc. It’s not just his personal overview.