The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

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9781501284250: The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning
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The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath’s hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase.

In The Next Evolution of Marketing, Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including:

· Samsung’s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States
· Dove’s Campaign for Real Beauty and its viral video “Evolution,” which has been viewed more than 100 million times
· Burger King’s Xbox advergames, which helped boost the company’s profits by 40 percent in one year

This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers’ needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution.

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About the Author:

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.

Review:

"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 Booklist 20090914

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9780071625364: The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

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ISBN 10:  0071625364 ISBN 13:  9780071625364
Publisher: McGraw-Hill Education, 2009
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Book Description BRILLIANCE AUDIO, 2015. CD-Audio. Condition: New. Unabridged. Language: English . Brand New. The old interruptive model of marketing doesn t work. Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath s hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. In The Next Evolution of Marketing, Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including: Samsung s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States Dove s Campaign for Real Beauty and its viral video Evolution, which has been viewed more than 100 million times Burger King s Xbox advergames, which helped boost the company s profits by 40 percent in one year This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution. Seller Inventory # BRI9781501284250

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Book Description BRILLIANCE AUDIO, 2015. CD-Audio. Condition: New. Unabridged. Language: English . Brand New. The old interruptive model of marketing doesn t work. Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath s hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. In The Next Evolution of Marketing, Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including: - Samsung s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States - Dove s Campaign for Real Beauty and its viral video Evolution, which has been viewed more than 100 million times - Burger King s Xbox advergames, which helped boost the company s profits by 40 percent in one year This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution. Seller Inventory # BRI9781501284250

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