Spotlight customer reviews:
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Customer Rating: 
Summary: Great Buy
Comment: I thought this was a fantastic book for the communications professional. It reinforced some ideas I had, but it also gave me the opportunity to think about how to communicate with our different publics. An easy read.
Customer Rating: 
Summary: Some good ideas, but several misguided assumptions
Comment: If you are a marketing or PR professional who pays attention to new trends, you likely know much of the information in this book. Some sections may be useful for your executives to read when you are having trouble justifying investments in blogging and other new media activity. You may also find some useful ideas or techniques in the many examples presented here.
However, the author's arguments are hindered by his assumption that corporate marketing and PR staff are dinosaurs stuck in the practice of indiscriminate push advertising and media pitches. Scott spends too much time touting press releases as the best way to reach blog readers, a concept that ignores the true potential of blogs and related media for communicating in a deeper and more engaging way with potential customers. He also ignores the very real legal and market constraints that control much of corporate communications in his longing for businesses to adapt the free-for-all communications style of the independent blogging world. It is an unfair judgment to criticize corporate communicators for not living up to this unrealistic expectation.
Customer Rating:
Summary: Excellent guide for the Entrepreneur
Comment: Very thorough explanation and a roadmap to launching a product or website. The author is very convincing in his argument that a well targeted PR campaign is much more effective than blasting the press with releases and hoping that will pick up your story.
Customer Rating:
Summary: No new rules, golden rules true for new medium
Comment: The advantage of this book is in the references, websites and resources. The "New Rules" are really quite old, but here they are introduced in a new way for the new medium of the internet. Marketing has ALWAYS been about relationships and mass marketers had to adjust when the population segmented itself and marketers realized that fewer and fewer product and service offers had "mass appeal." Now markets are communicating in new ways and marketers have new ways to reach them. For now, these new ways are very affordable, but not forever. I'm sure the MAD MEN will figure out how to charge more for everything, just as the internet entrepreneurs now have all of us paying for key words! SHare of the mind usually preceeds share of the wallet and that's a golden rule. This book was a fast read and will be a great resource, but I'm sure it will be out of date quickly. A bit annoying that it insults our intelligence by claiming they are sharing any "New Rules of Marketing" but the hook works.
Customer Rating:
Summary: Subtle Argument with Mega Impact
Comment: I have read the book twice. The writer actually has a slightly bland style, which I enjoy, because the content is so damn good. The book is subtle, its fundamental insights are quiet and yet decisive. After reading this book, I have moved leagues beyond what I had thought possible. I have put the methodology to to good use already. Very cool! Best business book since Andy Grove's.
Gregory Peterson
www.fastcommerce.com
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