What B2B Can Learn from Jeff Jarvis

A Review of What Would Google Do?

What Would Google Do? By Jeff Jarvis. HarperBusiness, 2009.

The world of business-to-business publishing is falling to pieces. Ad pages and revenue are plummeting, staffs are being decimated, and magazines are being shut down or cut back at a dramatic pace. And no, it’s not just the recession, which has merely accelerated a long-term and irreversible trend. So the question for B2B professionals is, What are we to do?

Jeff Jarvis suggests that’s not quite the right way to phrase the question. Rather, we should ask, What would Google do?

Why Google? Because, Jarvis says, there is simply no better example to help us understand “how to survive and prosper in the Internet age.”

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