Titel: The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning
Autor/en: Bob Gilbreath
MCGRAW HILL BOOK CO
1. Oktober 2009 - gebunden - 288 Seiten
THE NEW LAWOF MARKETING
"The Next Evolution ofMarketing is a true beaconfor all brand builders.Many books claim that,Bob's book delivers."
Jim Stengel, former GlobalMarketing Officer, Procter & Gamble
"Some timeless truthsrestored for modernmarketing-and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen."
Sir Martin Sorrell, CEO, WPP
"Persuasion has given wayto sharing, and marketingwill never be the same."
John Gerzema, Chief InsightsOfficer, Young & Rubicam, andcoauthor of The Brand Bubble
"Bob Gilbreath brilliantlyshows why we're nolonger living in our fathers'marketing era. Better yet,he details how marketingworks best when it addsvalue to people's lives, andhe provides a playbookfor success."
David Meerman Scott,bestselling author of The NewRules of Marketing & PR andWorld Wide Rave
"This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands."
Mark Greatrex, SeniorVice President, MarketingCommunications and Insights,The Coca-Cola Company
ABOUT THE BOOK:
Marketing with Meaning-The Breakthrough Strategy for Connecting with Customers!
The old interruptive model of marketingdoesn't work. Customers are tuning out.They no longer listen to in-your-face messages.Instead, they demand meaning inthe brands they buy and the marketing thatreaches them.Marketing strategist Bob Gilbreath's hotnew concept, Marketing with Meaning,represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives.Rather than pushing a product or service,Marketing with Meaning woos customers byoffering them something of value independentof purchase.
In The Next Evolution of Marketing, Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out.Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit. Inside, he provides Marketing withMeaning success stories, including:
- Samsung's laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States
- Dove's Campaign for Real Beautyand its viral video "Evolution,"which has been viewed more than100 million times
- Burger King's Xbox advergames,which helped boost the company'sprofits by 40 percent in one year
This first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers' needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives.
You simply cannot afford to get left behind inadvertising's "golden age" of interrupt, tell,and sell marketing. Marketing with Meaningis how your customers demand business bedone today and tomorrow. The Next Evolutionof Marketing is your guide to survivingand thriving in this marketing revolution.
PART ONE: What is MEAN IT! Marketing?
Chapter 1: What Mean It! Marketing Can Do (for Your Customers, Your Bottom Line, and the World)
Chapter 2: Give the People What They Want: What Makes Marketing Meaningful
Chapter 3: "I Need Money, Time, and Information": Meaningful Solutions
Chapter 4: "I Want My 15 Minutes of Fame... and I Want Others to Know About It": Meaningful Connections
Chapter 5: "Help Me Change My World": Meaningful Achievements
PART TWO: How to Implement MEAN IT!
Chapter 6: Start at the End: What Do You Hope to Accomplish?
Chapter 7: Just Ask: Discovering What Keeps People Up at Night, and Gets Them Out of Bed in the Morning
Chapter 8: Ideate, Rank, Repeat: Gauging the Meaning of Your Marketing
Chapter 9: Measure It: Evaluating the Success of Your Meaningful Marketing
Chapter 10: MEAN IT! Marketing at Work: From Early Adopters to Hall-of-Famers
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.
"With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a large advertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningful marketing.' He defines meaningful marketing as the 'marketing itself add[ing] value to peoples' lives.' Insisting that traditional marketing is now out-of-date because the consuming public has grown sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he says), he is a great proponent of marketing that offers consumers actual things to put to practical use, which then, in turn, makes the best advertising for the company that is supplying those services. He cites the 'best historical example' of marketing with meaning as the Michelin tire company, which, way back when, produced the first-ever car-travel guide to France. From there Gilbreath presents, essentially, a how to: outlining a model for developing meaningful marketing and then explaining, with many useful case examples, how it can be tailored to any company, large or small. An essential addition to comprehensive business collections." --Brad Hooper, Booklist