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New Media/Same Message: Marketing to the Imagination in a Technology-Driven World
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Sales rank 3,470,365
Customers rating (based on 8 reviews)
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Controversial advice on appealing to age-old desires wtih space-age technology. Paul Postma, the contrarian marketing guru, proves that even as technological advances are channging the world, the reasons people make buying decisions have remained the same for centuries. In this timelss yet unorthodox treatise, Postma unveils the essence of marketing success--people still buy what appeals to their need for food, shelter, and companionship. Going beyond a theoretical framework, Postma then guides readers through the many ways in which today's technology can be used to sell to these basic human desires.
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| Publisher | McGraw-Hill Companies | | Release date | 10/1998 | | Availability | | | Edition | Hardcover |
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 right! new media and still the same message
Refreshing new insights, in particular for business people who had some doubts on the hype stories. The first marketing book that presents complete new insights for the marketing process that help you to increase profits in a most effective way. Not to spend more money. Great!
 A Solid Effort!
Paul Postma explains marketing strategies based on new technology. His strongest material emphasizes using information age technology to learn about consumers' behavior. New technologies, he explains, must be adapted to actual human behavior, because technology has changed quickly, but the human mind has not. Postma cites successful applications of these techniques, mostly from the Netherlands. A few concerns about the book: There are many good insights, but they sometimes get lost in the academic writing and extraneous detail. The basic marketing discussion is very basic. And, rapid change has already slightly dated some material though the book is only two years old. We [...] recommend this book to marketing managers and company owners who use the newest technology, and to academics teaching college classes on marketing methods.
practical grasp of marketing
The New Marketing Era is oozing with unargueable connections between basic human nature, new technology and how they are connected in what is a new world of marketing. Many people seem to have missed the human connection in the drive towards integrating new technologies such as the internet, commercial on-line services, email and multimedia CD-Roms.Paul Postma helps us to keep our feet on the ground and, at the same time, get to grips with the new technology that surrounds us in this very down to earth book - by far the most practical book I have read this year.
 Choppy read with little insight, a poor investment of time.
"The New Marketing Era: Marketing to the Imagination in a Technology-Driven World" was a very difficult read and didn't come close to meeting my expectations. Rarely do I come away from a book feeling that I have gleaned very little - yet I found this text far from profound and even more distant from enlightening. This would possibly be satisfactory if I were seasoned or an expert in the profession of marketing; but I am new to the "game." The first four of the five chapters simply didn't flow. It is almost as if the author had started four separate books and decided he could combine his works and call it one. How else could the lack of continuity between the chapters be explained? Maybe the essence of the book was lost in the translation? Wish I could be more complementary. Postma undoubtedly is knowledgeable in numerous disciplines - he just failed to come across as an authority.
 Excellent!
Paul is a straight-forward writer, with a good heart
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