Marketing in the Age of Google
Vanessa Fox
John Wiley & Sons £17.99
Although this book deals with search engine optimisation (SEO), it focuses on how organic search has changed marketing, and indeed business, forever. The author was previously Google’s search engine spokesperson and knows her stuff. Her passion shines through when explaining how smaller firms can gain huge benefits by understanding the potential of search. Using search data effectively, she argues, can give unparalleled knowledge of your customer, what they want, overall industry trends and your competition.
For SEO newcomers a practical step-by-step guide might be less daunting, but for an understanding of how marketing has fundamentally changed, and how to take advantage of it, this book is a winner.