The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning - Rilegato

Gilbreath, Bob

Rilegato

ISBN 10: 0071625364 ISBN 13: 9780071625364

Casa editrice: McGraw Hill, 2009

Riassunto

THE NEW LAWOF MARKETING

“The Next Evolution ofMarketing is a true beaconfor all brand builders.Many books claim that,Bob’s book delivers.”
Jim Stengel, former GlobalMarketing Officer, Procter & Gamble

“Some timeless truthsrestored for modernmarketing―and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen.”
Sir Martin Sorrell, CEO, WPP

“Persuasion has given wayto sharing, and marketingwill never be the same.”
John Gerzema, Chief InsightsOfficer, Young & Rubicam, andcoauthor of The Brand Bubble

”Bob Gilbreath brilliantlyshows why we’re nolonger living in our fathers’marketing era. Better yet,he details how marketingworks best when it addsvalue to people’s lives, andhe provides a playbookfor success.”
David Meerman Scott,bestselling author of The NewRules of Marketing & PR andWorld Wide Rave

“This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands.”
Mark Greatrex, SeniorVice President, MarketingCommunications and Insights,The Coca-Cola Company

ABOUT THE BOOK:

Marketing with Meaning―The Breakthrough Strategy for Connecting with Customers!

The old interruptive model of marketingdoesn’t work. Customers are tuning out.They no longer listen to in-your-face messages.Instead, they demand meaning inthe brands they buy and the marketing thatreaches them.

Marketing strategist Bob Gilbreath’s hotnew concept, Marketing with Meaning,represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives.Rather than pushing a product or service,Marketing with Meaning woos customers byoffering them something of value independentof purchase.

In The Next Evolution of Marketing, Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out.Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit. Inside, he provides Marketing withMeaning success stories, including:

• Samsung’s laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States
• Dove’s Campaign for Real Beautyand its viral video “Evolution,”which has been viewed more than100 million times
• Burger King’s Xbox advergames,which helped boost the company’sprofits by 40 percent in one year

This first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers’ needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives.

You simply cannot afford to get left behind inadvertising’s “golden age” of interrupt, tell,and sell marketing. Marketing with Meaningis how your customers demand business bedone today and tomorrow. The Next Evolutionof Marketing is your guide to survivingand thriving in this marketing revolution.

Su questo libro

Recensione:

"With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a large advertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningful marketing.' He defines meaningful marketing as the 'marketing itself add[ing] value to peoples’ lives.' Insisting that traditional marketing is now out-of-date because the consuming public has grown sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he says), he is a great proponent of marketing that offers consumers actual things to put to practical use, which then, in turn, makes the best advertising for the company that is supplying those services. He cites the 'best historical example' of marketing with meaning as the Michelin tire company, which, way back when, produced the first-ever car-travel guide to France. From there Gilbreath presents, essentially, a how to: outlining a model for developing meaningful marketing and then explaining, with many useful case examples, how it can be tailored to any company, large or small. An essential addition to comprehensive business collections." --Brad Hooper, Booklist (Booklist 2009-09-14)

L'autore:

Bob Gilbreath is chief marketing strategistat Bridge Worldwide, one of the largest globaldigital ad agencies. He has worked withsome of the world’s largest marketers,including Procter & Gamble, Johnson &Johnson, Anheuser-Busch, and Ford. Hecurrently leads digital strategy work for clientssuch as Kroger, Abbott, Luxottica, andConAgra Foods. Bob was recognized byAdvertisingAge as one of the Top 50 Marketersof 2004. Bridge Worldwide headquarters arelocated in Cincinnati, Ohio.

Su questa edizione

• Editore: McGraw Hill
• Data di pubblicazione: 2009
• ISBN 10: 0071625364
• ISBN 13: 9780071625364
• Rilegatura: Copertina rigida
• Numero di pagine: 288