Business Books

Web icon Seth Godin loves to chide big outfits for their indigestible online marketing. His message: Stop adapting and start reinventing

Meatball Sundae:

Is Your Marketing Out of Sync?

By Seth Godin

Portfolio; 232 pages

Why would an author choose a book title that conjures up such a noxious image? Because that's how annoyed Godin is with corporate America's attempt to co-opt Web-based selling, via sites like YouTube and MySpace, and permission marketing (that's the sundae) for their stodgy businesses (the meatball). "It's not an accident that almost all the brands, products, and careers that have succeeded with New Marketing are brand-new and fresh," writes Godin. "It insists on a reinvention of the entire organization and the products it creates."

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