Name: Frenemies
Rating: 2.5 (4 reviews)
ISBN: 9780008296995

Ken Auletta

Frenemies

An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of Googled Advertising and marketing touches on every corner of our lives, and the industry is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. But of all the industries wracked by change in the digital age, few have been turned on their heads as dramatically as this one. Mad Men are turning into Math Men (and women--though too few), an instinctual art is transforming into a science, and we are a long way from the days of Don Draper. Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, meeting the old guard as well as new powers and power brokers, investigating their perspectives. It's essential reading, not simply because of what it reveals about this world, but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing--revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.

The Epic Disruption of the Ad Business (and Everything Else)

Luca Conti

I am very interested in the topic but I quit after 11%. I don't like it's style, full of anecdotes and background of people he interviews. I don't want to be entertained. I want to learn something new. My fault, sorry.

Frenemies

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