Ron Shevlin manages to find a balance between skepticism and evangelism of Web 2.0 in "Everything They've Told You About Marketing is Wrong". He is quick to bring those that hail Web 2.0 as a silver bullet to their e-marketing woes back to earth while advising those who see the chance for innovation in the same space. Filled with dry wit and a few humorous jabs at some of Web 2.0's most fanatical supporters, the book keeps things entertaining while keeping its message grounded in solid research, numbers, and studies instead of wide speculation. It offers a great guide to marketers looking to enter the strange world of Web 2.0, blogs, social media, and marketing in general. Worth a read by anybody in the business.

Full disclosure: Over the past several months I have become twitter friends with the author, so my review may not be without bias. But having said that, the reason I thoroughly enjoyed reading this book is because of Ron's wit and wisdom. In this book, Ron has done a great job of cutting through much of today's hype surrounding Marketing 2.0, Social Media, Net Promoter Scores, and all things Blog. He hasn't thrown the baby out with the bathwater, he lets you know what the bathwater is, so you can safely ignore it.

There are some great insights contained in "Everything You Know About Marketing is Wrong." It's well worth a read, and the short-chapter format keeps things moving along nicely. Sprinkled within the main chapters are some lighthearted, usually sarcastic humorous chapters, which are a breath of fresh air for marketers of all types.

Warning: Buying this book may brighten your day and bring a smile to your face! Oh yeah, and make you smarter and wiser too. But it will definitely NOT brighten your teeth, nor remove stains from your carpets. But it might save your marketing job and therefore make you more attractive to the opposite sex.