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[商品主貨號] U100142859
[代售商品編號] 101004300399
[ISBN-13碼] 9780071625364
[ISBN] 0071627588
[作者] Bob Gilbreath
[出版社] McGraw-Hill
[出版日期] 2009-08-09
[內容簡介] (本項為出版商制式文字, 不論下文註明有無附件, 仍以本拍賣商品標題為準, 標題未註明有附件者一律均無)
Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!
The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them.
Marketing strategist Bob Gilbreath’s hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. This groundbreaking methodology engages customers and wins their business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase.
In The Next Evolution of Marketing, Gilbreath unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including:
Samsung’s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States
Dove’s Campaign for Real Beauty and its viral video “Evolution,” which has been viewed more than 100 million times
Burger King’s Xbox averages, which helped boost the company’s profits by 40 percent in one year
This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers’ needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives.
You simply cannot afford to get left behind in advertising’s “golden age” of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution.
作者簡介
Bob Gilbreath
Bob Gilbreath is chief marketing strategist at Bridge Worldwide, one of the largest global digital ad agencies. He has worked with some of the world’s largest marketers, including Procter & Gamble, Johnson & Johnson, Anheuser-Busch, and Ford. He currently leads digital strategy work for clients such as Kroger, Abbott, Luxottica, and ConAgra Foods. Bob was recognized by Advertising Age as one of the Top 50 Marketers of 2004. Bridge Worldwide headquarters are located in Cincinnati, Ohio.
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