Buch, Englisch, 304 Seiten, Format (B × H): 161 mm x 241 mm, Gewicht: 485 g
Reihe: Adweek Books
Buch, Englisch, 304 Seiten, Format (B × H): 161 mm x 241 mm, Gewicht: 485 g
Reihe: Adweek Books
ISBN: 978-0-471-71837-6
Verlag: WILEY
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Foreword.
Preface.
SECTION I: The Problem.
1. The End of Mass Media.
2. What's Eating the 30-Second Commercial?
3. Mass Murder--Is Advertising Even the Answer?
4. The Vicious Cycle.
5. The End of the Line.
6. A Perfect Storm Is Brewing.
SECTION II: The Solution: Re:think Four Fundamentals of Marketing.
7. Re:think the Changing Consumer.
8. Re:think Branding.
9. Re:think Advertising: Make Advertising Relevant Again.
10. Re:think the Agency: Fix the Agency Mess.
SECTION III: 10 Approaches That Are Transforming the Marketing and Advertising Games.
11. The Internet.
12. Gaming.
13. On-Demand Viewing.
14. Experiential Marketing.
15. Long-Form Content.
16. Communal Marketing.
17. Consumer-Generated Content.
18. Search.
19. Music, Mobile, and Things That Make You Go Mmmm.
20. Branded Entertainment.
Epilogue.
Index.