Everything I Know About Marketing I Learned from Google

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Everything I Know About Marketing I Learned from Google

Format:  Hardcover,

341 pages

Publisher: McGraw-Hill

Publish Date: Aug 2010

ISBN-13: 9780071742894

ISBN-10: 0071742891

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The following content was provided by the publisher.

Want Market Share? Google It

"Google is a once-in-a-generation company. Aaron Goldman has written an essential book that goes beyond telling us how Google became so important to explaining why the revolution it's leading will affect everyone in media and marketing."
--Brian Morrissey, Digital Editor, "Adweek"

"An insightful tour of the elements that have made Google successful combined with a usable guide on how to apply this learning to your business."
--Rishad Tobaccowala, Chief Strategy & Innovation Officer, Vivaki

About the Book

You know you've hit it big when your name becomes a verb--and no one knows that better than Google. In just over 10 years, Google has become the world's most valuable brand, consistently dominating its category and generating $6 billion in revenue per quarter.

How does Google do it? In a word: marketing.

You may not think Google does much marketing. Indeed, it doesn't do a lot of what has traditionally been viewed as marketing. But in today's digital world, marketing has taken new shape--and Google is at the cutting edge.

In "Everything I Know about Marketing I Learned from Google," digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Google's playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think).

Along the way, he shows how Google's tactics are being used by a wide range of successful corporations, from Apple to Zappos. Key principles include: Tap into the Wisdom of Crowds: Get the signals you need directly from your customers Keep It Simple, Stupid: Craft messages people can grasp in a nanosecond and pass along Don't Interrupt: Join the conversation-- but avoid disrupting it Act Like Content: Provide value, not sales pitches Test Everything: Take no detail of your program for granted; you can always improve Show Off Your Assets: Distribute your brand everywhere

The beauty of it all is that these Googley lessons can be applied to every aspect of marketing, in organizations of any size. Whether you run a PR department in a multinational corporation or serve as the sole marketer in a small business, these tactics work.

In its mission to "organize the world's information," Google has rewritten the book on marketing. Use "Everything I Know about Marketing I Learned from Google" to remake your own organization's marketing--and engage more customers than ever.

Specifications

Publisher: McGraw-Hill
Publish Date: Aug 2010
ISBN-13: 9780071742894
ISBN-10: 0071742891
Format: Hardcover
Number of Pages: 341
Shipping Weight (in pounds): 1.4
Product in Inches (L x W x H): 6.25 x 9.25 x 1.0

Chapter outline

Acknowledgments and Other Miscellanyp. vii
Introductionp. 1
Relevancy Rulesp. 13
Tap the Wisdom of Crowdsp. 25
Keep It Simple, Stupidp. 41
Mindset Mattersp. 55
Be Where Your Audience Isp. 69
Don't Interruptp. 85
Act Like Contentp. 99
Test Everythingp. 113
Track Everythingp. 127
Let the Data Decidep. 143
Brands Can Be Answersp. 165
Your Unique Selling Proposition Is Criticalp. 179
Your Competition Is Broader Than You Thinkp. 199
You Can Learn a Lot from a Queryp. 213
Sex Sellsp. 227
Altruism Sellsp. 239
Show Off Your Assetsp. 257
The More Shelf Space, the Betterp. 271
Make Your Company a Great Storyp. 285
Don't Rely on Search Engine Marketing Alonep. 299
Future-Proofingp. 313
Conclusionp. 331
Indexp. 333

Reviews

Review by Library Journal (2010-10-01)

Ever wonder how Google got so popular? How it transformed itself from an interface to an authority and became the mult i billion-dollar marketing machine it is today? Do you wonder whether you could apply Google's strategies to marketing your own products? If so, this book is a great start. Goldman, a digital-marketing authority, outlines 20 lessons that laypeople can use to market their products and services successfully online. Lessons include how to get near the top of search results, keeping marketing simple, and testing and tracking everything you do.

The author includes URLs throughout the chapters where readers can access additional content online. The book also delves into the top-secret Google algorithm in order to help people market more successfully. A related work worth consulting is Jeff Jarvis's What Would Google Do.

VERDICT Written with humor and frankness, this book is as appealing as a manual for marketing as it is for armchair reading. Anyone interested in the pop culture of Google will appreciate it.

-Poppy Johnson-Renvall, Mesalands Community Coll. Lib., Tucumcari, NM

(c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

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