New Media/Same Message: Marketing to the Imagination in a Technology-Driven World - Hardcover

Postma, Paul

9780070526754: New Media/Same Message: Marketing to the Imagination in a Technology-Driven World

Hardcover

ISBN 10: 0070526753 ISBN 13: 9780070526754

Publisher: McGraw-Hill, 1998

Controversial advice on appealing to age-old desires wtih space-age technology. Paul Postma, the contrarian marketing guru, proves that even as technological advances are channging the world, the reasons people make buying decisions have remained the same for centuries. In this timelss yet unorthodox treatise, Postma unveils the essence of marketing success--people still buy what appeals to their need for food, shelter, and companionship. Going beyond a theoretical framework, Postma then guides readers through the many ways in which today's technology can be used to sell to these basic human desires.

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From the Back Cover:

"Paul Postma is one of those rare marketing thinkers whose deep technical knowledge and psychological insights make him a perfect guide to illuminate for 'Old Era Marketers' the rich opportunities being opened up by the new electronic media." - Philip Kotler, Distinguished Professor of International Marketing, Northwestern University. "His approach has proved invaluable as we developed our marketing strategy and increased our revenues." - Thomas Van Velthoven, Director of Marketing, The International Red Cross. "His knowledge and insight have proven invaluable to our marketing strategy." - H.J. Kievits, Marketing Communications, Shell. "Postma is the ideal person to guide us into the new marketing era." - Gert Bouwkamp, Senior Executive Vice President, Rabobank. "This fascinating book made me completely rethink my company's marketing strategy." - Peter M. Verkuyl, Managing Director, Auto Lease Holland. "An outstanding marketer, Postma's innovative approach is highly stimulating." - Tom H.M. Dunn, Director Meespierson, The Fortis Group. "His concepts, theories, and applications helped us get up to speed in 'Customer Management' thinking." - Ingrid K. Van Rossum, Vice President Distribution, KLM Royal Dutch Airlines. "A leading authority, he's able to bridge the opportunities of tomorrow with the customer needs of today." - Paul Malschaert, Decision Support Manager Europe, Compaq.

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