December 10, 2000
Jack Covert Selects: Jack Covert Selects - Unleashing the Ideavirus
In the world of contemporary marketing, a couple of new names stand out - besides the classics like David Aaker, Philip Kotler. Seth Godin is one. He has written many books and one of them I looked at was Permission Marketing. I enjoyed the book because it made huge sense to me. What I got out of it was that you didn't market AT your customers, you got permission to supply them with the information they wanted to get. This bumps into the One-to-One marketing ideas of Don Peppers and Martha Rogers. This book has a forward from Malcolm Gladwell, the author of The Tipping Point. That is a perfect choice for the forward because idea of an idea being a virus is not unlike using word-of-mouth to promote. Godin argues, effectively, I might add, that the best marketing is done from customer to customer, not company to customer. It sure makes sense to me. The book will not educate the professional but it will give neophytes like me ideas to ruminate on. What Seth Godin supplies to us the readers is a very readable, understandable, logical book on internet marketing. What a concept.
This book was one of the first books by a recognized published author that was given away on the Internet. I don't know the number that were down loaded but it was significant.
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.