The best way to describe this book is to think about a lawyer arguing a case before a court and presenting a novel argument with no primary authority or evidence to support it. While the argument may sound good, it is unlikely a court would disturb established precedent in order to adopt such a novel argument. This is precisely what the author Dan Herman is asking of the reader, to adopt his novel arguments on marketing, while discarding established marketing precedent.
In disposing of what Herman believes to be outdated principles of marketing, he introduces his own "new terms," so that he gets you into his movie, so to speak.
Throughout the book, Herman attempts to draw comparisons of his system to a variety of successfully marketed products and companies, none of which are based on his system. Also, there are no footnotes linking any evidence or studies to support any of his theories. Herman does say, however, that "This isn't a textbook, so I'm not going into precisely what each term means and how we research and analyze each and every topic." In effect, Herman is asking the reader to adopt his theories, while disposing of established marketing principles, which he contends no longer work, a tall order to say the least.
The book is well written and has its moments, yet falls short in establishing any evidence to support this supposedly improved marketing system, over that of the principles being used by MBA clones. Since the book introduces so many new terms, it could benefit from adding a summary at the end of each chapter, tying in those key points and terms.
In short, the book boils down to a series of novel arguments. Whether they work in the dynamic world of marketing is anyone's guess, since the author is defining the scope of that success with a variety of his own new terms and ideas, which have yet to be adopted or proven.
- Paperback: 272 pages
- Publisher: Paramount Market Publishing, Inc.; First edition (5 February 2015)
- Language: English
- ISBN-10: 194168825X
- ISBN-13: 978-1941688250
- Package Dimensions: 22.6 x 15.2 x 1.5 cm
- Boxed-product Weight: 431 g
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