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

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

Although the processing power of the silicon chip has increased by a factor of 10,000 in the last 25 years, the processing power of the human brain has remained unchanged for millennia. According to Paul Postma, managing partner of Ernst & Young, one of the world's leading consulting firms, recognition of this basic fact is the secret to marketing success. In "The New Marketing Era," he explores the sweeping changes in information technology and media and how their impact and effectiveness are influenced by age-old human behavior.

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"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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