Deconstructing the M-bomb

Sheena Horgan

Reviews `The M-Bomb' by Geoff Webb (John Wiley & Sons, 2000). This book questions traditional thinking about marketing, and argues that business models must be changed, or companies will fail.

Deconstructing the Mbomb

Sheena Horgan

Described by Cadbury Schweppes chairman, John Sunderland, as the definitive survival guide to this new war zone for all brand owners, Geoff Webbs TheMBomb (1) is a compelling read.

Webbs concern is a quietly ticking mbomb, the multichannel challenge that todays companies ignore at their peril. TheMBomb questions traditional thinking and offers a new purpose for brands which is customercentric and uses as opposed to relies on new technologies.

The successful company captures customer desires and delivers them the way the customer wants. This is a refreshing...

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