January 2009


<br /> </strong></font><font size="2">'The New Language of Marketing 2.0' </font>


Here’s your chance to get a free copy of Sandy Carters, The New Language of Marketing 2.0.  The good folks at Marketing Sherpa are giving away five free copies – just toss your name in the hat.  Head over there NOW books are being given away on January 26, 2009.


IBM Press books offers free book chapters online.  With our our newest book, SOA Governance, people look ing for thought leadership content can download Chapter 4 – Governing the Service Factory.

Sandy Carter’s New Language of Marketing  just got it’s first review on Amazon – and it’s FIVE Stars!  Sandy has provided lots of free bonus material related to the book which you can find here:


Review from Amazon!

5.0 out of 5 stars Managing Change, January 4, 2009
By  susan eustis (Lexington Massachusetts USA) – See all my reviews

This book is a winner! Five stars to the authors for describing how the language of marketing has shifted. A roadmap for flexible response to changing market conditions has descriptions of dashboards and collaboration, relevant metrics and communications, providing readers with a concise handbook for success in the running of any marketing department. Understanding the customer is the paramount part of marketing, now a task undertaken in the context of the global rethinking of business practices. Sandy Carter’s new book, “The new Language of Marketing 2.0” describes Web 2.0 approaches to marketing. As technology enables new ways of connecting with customers to focus on key business steps, a new language is needed to describe the process shifts.
The book carefully outlines tools for rethinking business practices in the context of the current economic downturn. Companies are rearranging marketing campaigns to leverage global assets more efficiently. Localization includes using the technology tools available to manage value in the ecosystem. Collaboration is a significant aspect of the ecosystem, aptly described by Carter so that readers can get multiple examples of how collaborations are being evolved by marketing departments in the enterprise as it economically attacks global market opportunities.
The language of marketing gives departments the tools to manage opportunity, seek new clients, and focus on the strength of each partner. Role based process is one way to think about the alternatives and the relative value of key performance indicators in any given situation. Roles are understood in the context of key topics of the day.
Innovation holds the key to climbing out from the current worldwide recession. Carter’s book holds some significant clues to what will work for engagement with customers to achieve business results. She describes how dashboards can be used to show the value of a business so it can be articulated in a manner that achieves better results. Alerts provide metric based roadmaps.
Carter described how new tools for marketing departments permit managers to move the focus from internal measurements to external measurements of market opportunity. Best of all are the descriptions of how to use ideas to drive better results. Due to advances in technology, services oriented architecture (SOA) systems permit evaluating new metrics that are arising in different customer communities and imposing automated process on the measurement of those metrics. These technologies are new, they have never been available before.
The use of automated process to achieve innovation in the marketing context is dependent on a new language of business. A global economic slowdown has hit. All the old ways of doing business will change as we re-emerge into a new economic growth based climate, it will inevitably represent a change with innovation based on opportunity, unity brought by the global economy, not the local economy. As we know all business is local, just as all politics is local, but this is different.
Marketing needs a language that accommodates change, that accommodates innovation on a global scale and lets us manage marketing departments on a global scale. Web content management systems let a central marketing department manage localized web sites, and thereby spin out a marketing effort that is localized, but unified as well. Innovation is about recognizing change, articulating change, and managing change. For marketing departments to be responsive to change, they need the technology and the language described by Sandy Carter.
Susan Eustis, President WinterGreen Research



We had one of the first books in the marketplace on SOA and have published many on this topic in the past three years.  Now we are excited to release a new book on SOA Governance.

SOA Governance – Acheiving and Sustaining Business and IT Agility is written by some of IBM’s finest thought-leaders on this topic.

The authors begin by introducing a comprehensive SOA governance model that has worked in the field. They define what must be governed, identify key stakeholders, and review the relationship of SOA governance to existing governance bodies as well as governance frameworks like COBIT. Next, they walk you through SOA governance assessment and planning, identifying and fixing gaps, setting goals and objectives, and establishing workable roadmaps and governance deliverables. Finally, the authors detail the build-out of the SOA governance model with a case study.


The authors illuminate the unique issues associated with applying IT governance to a services model, including the challenges of compliance auditing when service behavior is inherently unpredictable. They also show why services governance requires a more organizational, business-centric focus than “conventional” IT governance.

Coverage includes

  • Understanding the problems SOA governance needs to solve
  • Establishing and governing service production lines that automate SOA development activities
  • Identifying reusable elements of your existing IT governance model and prioritizing improvements 
  • Establishing SOA authority chains, roles, responsibilities, policies, standards, mechanisms, procedures, and metrics
  • Implementing service versioning and granularity
  • Refining SOA governance frameworks to maintain their vitality as business and IT strategies change