The good folks at IBM Press sent me a new book to review - Mike Moran's Do It Wrong Quickly - How The Web Changes The Old Marketing Rules. Moran is an IBM Distinguished Engineer and Manager of Web Experience for Big Blue.
I'm a fan of anybody attempting to increase operational agility - and Moran has more than a few nuggets of wisdom in his book. Chapter 6 presents several approaches to speeding up online targeting, messaging and feedback which are quite good.
If you happen to be a new marketing doctrinaire you will find much that lines up with your world view of markets as conversations, putting the customer in control and the need for getting close to the customer.
All in all this is a solid effort describing how "old" marketing rules have been rewritten by the web. You can buy the book online at Amazon. Here are the coordinates.
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