The Age of Engage: Reinventing Marketing for Today's Connected, Collaborative and Hyperinteractive Culture - Hardcover

Shiffman, Denise

Hardcover

ISBN 10: 0979802806 ISBN 13: 9780979802805

Verlag: Hunt Street Press, 2008

Inhaltsangabe

Book by Denise Shiffman

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Críticas:

To succeed in today's global technology-driven economy, business owners must be on the leading edge in marketing their products and services. In this forward-thinking guide to marketing in the Live Web age, Shiffman, founder and principal of the strategic marketing and innovation company Venture Essentials, explains why and how CEOs must throw out the 'Four P s of Marketing' and replace them with a new paradigm of marketing in which email, viral buzz, search mechanisms, social aspects, widgets, avatars, authenticity, and story play major roles. Over two decades, Shiffman has launched some thirty products and rebranded others, accruing over $2 billion in revenue; experience that she draws on to provide rich examples. In addition to explaining newly coined internet terminology for the nonspecialist, she clearly describes her overall 'V' strategy (Venture, Value, Voice, Verifiable, Vicinity, Vehicle), which she has found so effective for her clients. Throughout, she presents a compelling case for CEOs to 'implement interactive and engaging marketing that simultaneously targets individuals and the mass market.' The Age of Engage is especially useful for already tech-savvy readers. Her chapter-by-chapter lists of questions help businesses assess their current marketing strategies. Finally, Shiffman refers readers to The Marketing Plan Wiki at marketingreinvented.com, an interactive site that everyone in business will want to bookmark and visit often. --Jeanne M. Lesinski, ForeWord Magazine --Jeanne M. Lesinski, ForeWord Magazine

Reseña del editor:

Marketing has undergone a cataclysmic shift. Blogs, comment sites, and social networks have given your audience unprecedented power in their relationship with you and your products. How can you deploy today's new marketing tools to break through, build momentum, and gain recognition? Contrary to popular belief, adding a blog, podcast, wiki, or widget to your Web site won't automatically draw crowds. Fundamental change is required. Real-world examples from companies such as Volcom, Ryanair, IBM, Viking, Adidas, Proctor & Gamble, and many others show you how to open meaningful interactions with your customers, develop authenticity, share recognition, and engage. Whether you're a marketer, communications expert, CEO, or business owner, you face the daunting challenge of marketing with your customers, not to them. In The Age of Engage, widely respected marketing strategist Denise Shiffman lays out a provocative blueprint for how you can Create persuasive value so that your products stand out in this new era Build trust by reshaping audience interactions Expand social currency and extend your sphere of influence Deploy new marketing vehicles to capture the hearts, minds, and wallets of your customers The Age of Engage will transform the way you think about marketing. It will inspire you to engage audiences by interacting with them in new and inventive ways. And, it will help you reshape or reinvent your company culture, products, and marketing to entice audiences and catalyze markets.

Über diese Auflage

• Verlag: Hunt Street Press
• Erscheinungsdatum: 2008
• ISBN 10: 0979802806
• ISBN 13: 9780979802805
• Einband: Tapa dura
• Auflage: 1
• Anzahl der Seiten: 220