IBM Vice President Sandy Carter displays a considerable base of knowledge in this book, and that’s both a positive and a negative. The benefit is that you will find plenty of research data to provoke innovative marketing ideas. The drawback is that her intense explanations of processes and subprocesses bury much of that great information. While the text thoroughly presents the virtual marketing world, it has some technical problems in the real world. Its interesting screenshots are too small, and the writing is wordy, complex and filled with acronyms, like the name of IBM’s useful marketing program, “ANGELS,” the book’s framework. To the good, the insider-flavored corporate case studies are numerous and detailed. They show how major companies apply technology to their marketing by using everything from avatars to YouTube. getAbstract recommends this book to marketers who need a new-media immersion course and who want to know what the big players are doing.
In this summary, you will learn
- How to integrate traditional and Web 2.0 marketing techniques,
- How to use the step-by-step “ANGELS” marketing approach and
- How companies use compelling stories and social networking to produce sales and profits.
About the Author
Sandy Carter is IBM’s vice president of Service Oriented Architecture (SOA) and WebSphere Marketing, Strategy and Channels. A frequent conference speaker, she has earned multiple marketing awards and is the author of The New Language of Business: SOA & Web 2.0.