In reading books on marketing, I’m struck by how often a marketing expert is simply re-writing something earlier marketing greats wrote about.
Current reading is Jay Abraham’s “Getting Everything You Can Out of All You’ve Got,” published in 2000. It’s not a bad book, though I found myself fast forwarding through the first couple of chapters which were pretty light-weight.
But most of the book while nicely written, and with good examples and specifics, is nothing new if you’ve read Claude Hopkins “Scientific Advertising” (1923) and Seth Godin’s Permission Marketing (1999).
As I’m fond of saying, the subject of marketing DOES have a history.