Book Review: Punk Marketing
by Richard Laermer and Mark Simmons
Richard Laermer and Mark Simmons employ their considerable experience and explain in no uncertain terms the importance of marketing in an environment where the power is shifting from corporation to consumer, and expertly explain why, in today’s day and age, “marketing must be both brave and intelligent to succeed.”
Punk Marketing is sure to raise the eyebrows of more conservative marketers thanks to ideas such as “giving up control,” “expose yourself” (corporate transparency), and our personal favorite here at Website Magazine, “make enemies.” The point of Punk Marketing is to turn your marketing messages from dictation to interaction.
Punk Marketing also discusses various methods — from mobile marketing to product placement — as a way to get attention without falling in the trap of mediocre marketing. As the book keenly points out, in many respects mediocre marketing is worse than no marketing at all. The bottom line ... you have to be different in order to be seen and you will make mistakes, but have the awareness and strength to understand that relying on dated thinking is becoming less effective with every passing year.
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