Snake oil : genuine marketing in an age of cure-alls

Has the evolution of digital marketing placed businesses at the mercy of software companies? Or is there a path forward for businesses who want to regain their independence and create great marketing again? Digital marketing has been around for over twenty years, yet businesses today are more baffled, bloodied, and battle-scarred than ever. In Snake Oil, marketing scientist Dan Russell offers an entertaining and enlightening joyride back down the hockey stick of digital marketing’s growth over the past two decades. Russell takes readers through the deserts of the Western frontier, flying over a budding Silicon Valley and visiting Einstein’s study in order to discover the secrets to becoming a marketing scientist. With the knowledge contained in Snake Oil , entrepreneurs and business owners will be able to navigate the murky waters of digital marketing, squeeze more profit from their sales funnels, focus on projects that are verifiably important, and build a highly-scalable marketing operating system inside their business. "Snake Oil pulls back the curtain of the marketing industry to show readers many of its closely-held strategies, a few of its dirty secrets, and a timeless, science-based way to generate a profit from your marketing investment. Armed with the powerful insights conntained in this book, business leaders and marketers will finally be able to strip away the unnecessary advice that keeps their businesses on the hamster wheel of marketing madness, helping them break free from the industry's ever-tightening grip."--Back cover