Berky's Marketing English: : A Quaint Compendium of Meaning for the Modern Marketer

by David Berkowitz, Isabela Flores de Moura (Illustrator)

Overview

Berky's Marketing English, a reference book at heart, provides meaning rather than meanings.

The first entry written was "Impressions," and defined as "a metric that never determines if a unit of advertising made an impression on someone." This is not how marketing guides are written, so more entries came. "Betty White" and "La Croix" soon joined "influencer marketing" and "virtual reality." Even with 115 entries here, there is much more to write.

For much of author David Berkowitz's career, he has been connecting concepts and ideas in ways that give the smarter people around him a different point of view. Occasionally, that even leads to insight (see also: Insights). It's been his modus operandi for two decades in practically every meeting he's attended, column he's written, and conference where he's spoken.

The illustrations come from the talented Isabela Flores de Moura. Based in Porto Alegre, Brazil, her soul is far older – perhaps centuries older – than her years, and she immediately created a visual style and identity for this guide that added a dimension to it.

Enjoy this one person's attempt to find meaning in marketing and share it with others.

Product Details

ISBN-13:	9781663506610
Publisher:	Barnes & Noble Press
Publication date:	05/25/2020
Pages:	52
Product dimensions:	8.50(w) x 11.00(h) x 0.25(d)

About the Author

David Berkowitz, Author

David Berkowitz has spent his career helping marketers make sense of their craft, usually learning and teaching by doing. Cutting his teeth as eMarketer’s editor and then head of media relations, he spent most of his career on the agency side as iCrossing’s marketing director, 360i’s first strategist and then innovation lead, and MRY’s first chief marketing officer. He has since run his Serial Marketer consultancy working with technology companies to grow their businesses with brands and agencies. During this time, he held in-house roles with social listening firm Sysomos leading strategy and video production marketplace Storyhunter leading marketing.

An avid traveler, David has spoken at more than 350 events spanning six continents (Antarctica’s next). He has written more than 600 columns for trade outlets such as Advertising Age, Adweek, and VentureBeat (see also: AdAge), and he is frequently quoted in an array of trade and mainstream media outlets. He founded the Serial Marketers community in 2018, and he has been publishing the Serial Marketer Weekly since 2016.

Isabela Flores de Moura, Illustrator

Isabela Flores de Moura’s story begins like many others: she draws since she had enough motor capacity to hold a pencil – that was, according to her mother, at the age of 3 years old. But she can't confirm this information because she didn't have enough brain capacity to hold the memories in her head.

Since the end of 2017, she has been offering her taste for the usual unusual and her experiences to help people represent their thoughts and emotions via traditional and digital illustrations. She has worked with seamless pattern design, children’s picture books, comics, and personal commissions. Currently, she works and lives in Porto Alegre, Rio Grande do Sul.