Title: A rehash of other books
Product review: After seeing the disparate comments on this book, I will venture my views. I generally like Bob Bly's books and I have quite a few of them on my shelves. But this is not his best. It's basically a rehash of a lot of material he has published elsewhere, with the term "white paper" in the title, I suppose, to attract sales. If you're looking for an introduction to all sorts of marketing ideas and a rundown on various formats for marketing documents... and you don't already have a lot of Bly's books, this may be useful to you. If you're looking specifically for a guide to how to create an effective white paper, or you already have some other books from Bly, this is not likely to help much at all. There are better books on white papers from Stelzner and Kantor, and on marketing with content from Ardath Albee and others.
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