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Integration Marketing: How Small Businesses Become Big Businesses and Big Businesses Become Empires ReviewUnless marketing is totally new to you, you have heard of and probably used all the concepts discussed in this very short book. Mark does try to stake out new territory by assigning new names to old concepts. But even then he discusses the concepts in very general terms. He talks about the what to do but never really gets around to specifics of how to do what he is talking about.The book opens up by asking you to go to his website and complete five steps to see the Integration Marketing theory in practice. Step one is to provide your name and email address so you become part of his mailing list. The third step tries to sell you an advanced course on Integration Marketing.
Mark is a very savvy marketer. You will learn a lot more by watching what he is doing than by reading this book.
The contents of this book could be delivered in 15 - 20 pages if he cut out all the unnecessary fluff.
He promises to give a formula for calculating the profit potential for any Integration Marketing deal. However what he gives is a formula that requires a lot of arbitrary estimates. Garbage In Garbage Out comes to mind. It is easy to develop business projections. But business projections are only as good as the underlying assumptions. There was no real guidelines for developing the estimates that goes into this formula.
In my opinion, the entire book is designed to get the reader to seek additional, higher priced information.
There is no doubt that Mark can teach a lot about marketing. If you wish to become a student of Mark, save the money on the book and apply it directly to the higher level study.Integration Marketing: How Small Businesses Become Big Businesses and Big Businesses Become Empires Overview
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