Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
Fans of Jantsch's popular marketing blog and Web site will be  disappointed by this tepid resource. His Duct Tape Marketing refers to  systematically "getting people who have a specific need or problem to know,  like and trust you" and to inspire customers to "stick" to your company. The  book plods through basic marketing precepts such as finding your ideal client,  honing your message, being memorable, and making your Web site work for you.  The chapters that draw from the author's Web expertise provide a solid overview  of creating productive Web sites and automated referral systems. But too many  chapters provide only a bland overview of familiar material without providing  interesting case studies to illustrate the author's prescriptions. For example,  chapter 10, on garnering media attention, starts with a 24-year-old example of  a man who got a rush of publicity from offering to sell the Brooklyn Bridge,  followed by boilerplate advice on writing press releases and updating media  lists. Readers looking for real insights will quickly move on.(Feb.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.