DISRUPTIVE MARKETING

Erscheinungsjahr 2016
ISBN: 978-0-8144-3739-1
Verlag: HARPERCOLLINS LEADERSHIP

Buch, Englisch, Format (B × H): 63 mm x 93 mm

Now that 75 percent of screen time is spent on connected devices, digital strate gieshave moved front and center of most marketing plans.But what if that’s not enough? What if most people ignore company messages? Whatif consumer engagement never goes further than the “like” button? A sobering realityis hitting marketers. Technology hasn’t just reshaped mass media, it’s altering behav -ior as well. And getting through to customers will take some radical rethinking.First step is to toss the linear plan. Next is to strip away conventions, open yourmind, and join Disruptive Marketing on a provocative, fast-paced tour of our chang -ing world.Where selling is dead, but ongoing conversation thrives • Where consumers gen -er ate the best content about brands • Where people tune out noise and listen tofeelings • Where curiosity leads the marketing team • Where growth depends onmerging analytics with boundless creativity
Packed with trends, predictions, interviews with big-think marketers, and storiesfrom a career spent pushing boundaries, this book will propel you out of yourcomfort zone and into the disruptive mindset you need for future success.

Autoren/Hrsg.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Über Autor(innen)

GEOFFREY COLON is a Communications Designer and Social Data Expert at Microsoft, and was previously Vice President of Digital Strategy at Ogilvy & Mather.