I'm reading "Sticky Marketing" by Grant Leboff. It has some great insights, but there is one basic assumption the author makes that I disagree with. It is expressed in the book's subtitle: "Why everything in marketing has changed and what to do about it." I've found the same assumption in a lot of new marketing books. They portray traditional marketing as totally dead and their new digital/social/engagement marketing as the only alternative.
Really? Is there no longer any value to developing a unique value proposition and communicating it to the target audience? In my opinion the changes happening to marketing communication are more evolution than revolution. It isn't black and white. It's grey.
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