Not only remote controls can change channels

Okay, so that's such a pathetic title.


After roaming around a whopping number of four art galleries today, I realized, and this is some splayed consideration, that I have several short feature articles in the past that can be uploaded in AAAoAAoA. After all, it's disguising to be a culture blog run by some rookie. This gives us an opportunity to widen our horizons, speak in the third person, and be read in a more detached fashion.

Gets? Never mind. We're starting today with a review of a book my boss in a tech firm I used to work for asked me to read in a week.



Book review: Changing the Channel
by Michael Masterson and Mary Ellen Tribby
Agora Publishing

Changing the Channel: 12 Easy Ways to Make Millions for Your Business covers 12 of today’s most influential marketing channels in detail, describing how each one can be used to deliver messages that bring clients and consequent profits to businesses. From traditional channels such as the radio, television and public relations to new media like online social forums and e-mail, Masterson and Tribby's hardback discusses how to execute successful multi-channel marketing campaigns by not only creating effective sales offers but by building relationships with potential customers.

The book, however, insufficiently presents the disadvantages and needed investments in each marketing channel, and fails to even succinctly include crucial ethical practices concomitant with its use. As suggested by its kicker title, the book evidently upholds the accumulation of profit as the end goal of marketing campaigns, with occasional insinuations on the so-called value of downplaying truth behind media messages to maximize outlay and attract leads.

Changing the Channel, on the whole, is an accessible, handy reference in studying how business-to-customer relations have shifted with the dawn of the Internet and Web 2.0 in the 21st century. #

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