The Nature of Marketing: Marketing to the Swarm as Well as the Herd

ISBN-13: 9781349301188 / Angielski / Miękka / 2008 / 205 str.

C. Brymer

Opis

The Nature of Marketing describes the powerof social and consumer networking, and demonstrates the tangible benefits of building brand experiences that leverage this phenomena. In order to build sustainable desire and create demand, brands must be able to exert influence among these new kinds of community."

Recenzje

'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, Admap

Spis treści

Introduction 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

O autorze

CHUCK BRYMER is President and CEO of DDB Worldwide, one of the largest and most awarded advertising and marketing agencies in the world. Formerly the head of Interbrand Group, Brymer is one of the foremost experts on brands and marketing and has worked for many of the world's most well-known and successful companies.
 
DDB operates offices in nearly 100 countries and is recognized for creating some of the world's most celebrated campaigns.