I got e-mail on the review I did of Akin’s new book.
Fair question. Both Akin and Kevin read this blog and are free to add their voices and describe their books here in their own words. I don’t presume for a second to be a “judge” of other people’s work – at least in this case.
Fundamentally, I think the difference between the books is the writer.
I’m a Marketing guy, Kevin is an Analyst, Akin (I believe) was / is a Software Engineer. So even through we talk about a lot of similar things, we approach these topics differently.
The intent of my book is to explain how very simple customer models can be used to drive tremendous increases in profitability, in virtually any business. The book is about Marketing, it talks about how to create and measure Marketing Programs that maximize customer value while lowering costs.
Kevin’s books focus on multichannel retailing specifically, bringing varied and deep, often complex analytical insights to bear on this business model. His books are about Analysis, models you can use to bring strategic insight to the business.
Akin’s book defines and explains a way to think about, measure, and execute Marketing in a complex multi-channel communications environment. His book describes a System or “RoadMap”, a step-by-step way to break down this challenge and understand it.
There are similarities and differences between all these approaches.
The really interesting thing to me is this: across all three books, there isn’t any directly conflicting information or guidance, yet there isn’t a lot of redundancy either. There are preferences for certain ways to approach Marketing issues, to be sure.
But like I said, I think that’s simply based on where the writer comes from, what their background and experience is.
While we’re talking about Database Marketing books, any further suggestions on good books? Please give a brief recap of the book.
Tags: Multichannel Marketing