Always On

Advertising, Marketing, and Media in an Era of Consumer Control

Christopher Voilmer, Geoffrey Precourt

192 pages, parution le 15/04/2008

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Résumé

The Wall Street Journal Bestseller. The Future is Now-Get Ready to Reap the Profits.

We stand at the beginning of a consumer centric age an era with potentially enormous returns for leaders in marketing, advertising and media-if they get their approach right. The new media environment is "always on," digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it.

The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future.

Their secrets are in this book, including how to:

Match your messages to the right media
Learn the leading strategies of consumer-centric pioneers
Discover the lessons of laggard marketers
Explore viral marketing
Track advertising spending shifts
Capture emerging opportunities in a world of constant change
Master the new marketing metrics
Engage your customers on theirterms

Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques-essential competitive knowledge in a marketing and advertising world that never quits.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Christopher Voilmer, Geoffrey Precourt
Parution	15/04/2008
Nb. de pages	192
Couverture	Broché
Intérieur	Noir et Blanc
EAN13	9780071508285
ISBN13	978-0-0715-0828-5