Opis: Nature of Marketing - Chuck Brymer, C Brymer

We live in a digital world where a small number of people -- sometimes even one person -- can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence on marketing and the need that brands have to tap into and build social communities. The Nature of Marketing is a unique perspective on how digitally linked populations behave as a single organism similar to that of a swarm of fish. These human swarms are fueled by the connectivity and speed of the social networking generation, and are replacing the rules of marketing with principles that are fundamentally different from anything before. This book helps put trends like social networks and Web 2.0 in a larger and more timeless context. As brand communications move from monologue to dialogue, a new marketing plan is needed to engage the community and start a conversation with people who can help expand upon the brand message and experience. Chuck Brymer lays out a well-documented case that traditional marketing and branding are as important as ever. However, the doctrine of herd marketing -- one-way mass communications -- must be adjacent to the new realities of swarm marketing -- the power of people communicating to each other in unprecedented speed and numbers. We now have the potential to grow the value and influence of brands dramatically, using an approach that is as fresh as Web 2.0 but as enduring as human nature. The Nature of Marketing is your guide to the next great revolution in how we reach our customers to gain their loyalty and advocacy. 'Marketing has always been about listening to the customer. Chuck Brymer shows the importance social networks play in customers listening to each other as well' --Don Knauss, Chairman& CEO, The Clorox Company 'The rise of social networks is creating new opportunities for marketers. Chuck Brymer brings fresh perspective to navigate this area most effectively' --Andrea Ragnetti, CEO, Philips Consumer Lifestyle 'We are in a new world with new rules for marketing. Chuck Brymer understands this and his book demonstrates how to use social marketing as a competitive advantage for success' --Mary Dillon, Global Chief Marketing Officer, McDonald's Corporation 'Social media is radically changing the way brands are developed and nurtured. There are big opportunities and big risks in this space. Chuck provides important navigation on the journey' --Brian Perkins, Corporate Vice President, Johnson& Johnson 'The Nature of Marketing is brilliant! Chuck Brymer's swarm theory will influence marketing strategy for generations by challenging marketers to recognize homogenous social communities and the individual needs within those communities' --Bob Liodice, President& CEO, Association of National Advertisers (ANA) 'In The Nature of Marketing, Chuck Brymer captures the changing nature of the digital era consumer, and how social and behavioural traits have evolved in response to the growing resources of the information age.' - George Nguyen, AdmapIntroduction The Power of One and the Power of Many The Anatomy of the Digital Community Welcome to the Age of Reference, Not Deference Why Speed is the New Big The First Law of Engaging a Community: Conviction The Second Law of Engaging a Community: Collaboration The Third Law of Engaging a Community: Creativity Attracting the Swarm The Cheif Community Officer: A New Agent for your Brand A Blueprint for a Consumer-Driven Society

Szczegóły: Nature of Marketing - Chuck Brymer, C Brymer

Tytuł: Nature of Marketing
Autor: Chuck Brymer, C Brymer
Producent: Palgrave Macmillan
ISBN: 9780230203365
Rok produkcji: 2008
Ilość stron: 224
Oprawa: Twarda
Waga: 0.65 kg

Recenzje: Nature of Marketing - Chuck Brymer, C Brymer