This is a great book not only for marketing professionals, but for businesses in general. It reinforces the question "How does it benefit me?" Because that's the question that every business must keep in mind when developing and then marketing a product or service: how does it improve the life of the person who makes up their key market?

Author Shahla Hebets starts by delving into the way that marketing has changed over the years. In the past, we sold things by bombarding people with messages -- print ads, TV ads, billboards, telemarketing, etc.

But those methods no longer work, because today's consumer can tune out all of those ads. Or, depending on their media choices, they may not see them at all (for instance, they may not read the newspaper or watch network TV.)

Hebets discusses the new approach we must take -- creating marketing that is tailored to the needs and wants of the consumer. She shows how real world companies have turned their advertising around by focusing on "you-centric" concepts. Sometimes, their ads might not even seem like ads at all, because they focus on larger concepts like the environment or providing clean water or a social justice issue.

Hebets says they've used these larger issues to form the backbone of their brand, and that's why they are successful.

She delves into other "new" aspects of marketing too -- content marketing, storytelling, social media, SEO, influencer marketing, and the power of data research.

There's a lot here, and she doesn't really do any deep-dives into those topics. Instead, she provides a 'brush stroke' -- an overview of what companies should know when developing their products, brands and marketing campaigns.

If you need a brief overview of how marketing/advertising has changed over the years, and what you should be aware of in today's consumer client, this is a quick read that will help you sort through the complicated world of creating effective marketing campaigns in today's complex world.

This is an informative and straight forward book on how to be customer-centric business. The author largely speaks from her experience in marketing. You can easily get tips on how to focus your attention to your consumers rather than your brand. This idea helps you to develop the you-centric marketing concept in your business.

Many start up businesses will benefit from concepts in this book.

As an avid ambassador for integrity in marketing and my above-average knowledge about content marketing and, social media, I think What's working now is an excellent read for any start-up. It's a good overview of, just like the title promises, what works these days when it comes to marketing your business: Customers want to relate with a brand, and what doesn't work is continuously advertising your business in your blog posts, videos and on social media. If you are a more experienced business owner and content creator, the book might not offer you a lot of new info. However, it is certainly recommended to people that are mostly novices in business and have no clue where and how to start to promote their business online.

Very interesting guide to the world of modern marketing. It provides you the basics of creating personalized you-centric engagement with customers, gives an overview of digital tools and methods of communication with modern buyers.