May 21, 2004
News & Opinion: BOOK REVIEW: Your marketing sucks.
Author: Mark Stevens
Some facts up front. Firstly, there is very little that Stevens says in his book that I disagree with. In fact there is many things I agree with passionatley. Why then am I not ecstactic?
Perhaps because this book is more a text book of how-to processes, rather than power, new, thoughts.
Perhaps because the book reads like a brochure for the author and his company.
And perhaps because he uses the ultimate cliche; the 'E' word, when there is very little "Extreme" about it.
Whatever it is, I wasn't bowled over, and that's a pity. I feel that Mark Stevens has some great insight, but this is first and foremost a book, and I just didn't enjoy the reading.
I'm tempted to suggest that every marketer should read this book and take notice; if not to the processes, then to the underlying principals. However, most won't (read it, or take notice). I believe that small businesses with owner-driven marketing innitiatives will get the most out of this. But please, don't take my word for it.
Last word: Disappointed
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.