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Keen, A. (2007, later revised editions available).
The Cult of the Amateur. Nicholas Brealey Publishing

An enjoyable and interesting read, this book is a useful text for budding Internet marketers. I read it one day [albeit on a sunlounger in Tenerife!] - which I suppose is some kind of recommendation. Mr Keen is to be commended for his presentation of what are [in the main] facts, stories and anecdotes that are common knowledge to those connected with the online industry. This means that I actually learned very little ... but that will not be the case for the majority of readers], indeed, judging by some of the back-cover reviews I would appear to be in the minority in this respect. For example, one A N Wilson of the Daily Mail for whom, apparently, the book's content 'came as a real shock'.

As with all books of this ilk, students should consider the objectives of its author. Unlike academic texts and articles there is an emphasis on creating a saleable commodity - and to achieve this Mr Keen takes a controversial stance. Whether this is through [his] true belief or how much he is playing devil's advocate I cannot be sure. I certainly find the content to be a retort to Tapscott & Williams' Wikinomics - and as a personal aside, I tend to agree with Keen. Students should also be aware that the Cult of the Amateur is about the impact of the Internet on society - and not about Internet marketing. However, what impacts on society will also impact on those marketing to, and in, that society.

This page was first published on this domain in March 2018 ... but it was on for some years before that.

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