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The Nature Of Marketing

The Nature Of Marketing

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  • ISBN:9780230203365
  • Editorial: Palgrave
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:256
  • Idiomas:Ingles

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We are witnessing a dramatic increase in social and consumer networking. "Swarm Marketing" explains how brands can exert influence and create brand experiences among these new communities.This book presents a unique and innovative marketing theory from the most awarded advertising agency in the world. DDB will plan and execute a major global PR and marketing plan, including companion website, advertising, workshops and author speaking events, and special promotional materials like bookmarks."Swarm Marketing" is an evolving point-of-view that describes the power of social and consumer networking, and demonstrates the tangible benefits of building brand experiences that leverage this phenomena. In order to build sustainable desire and create demand, brands must be able to exert influence among these new kinds of community.

Introduction; The Power of One and the Power of Many; The Anatomy of the Digital Community; Welcome to the Age of Reference, Not Deference; Why Speed is the New Big; The First Law of Engaging a Community: Conviction; The Second Law of Engaging a Community: Collaboration; The Third Law of Engaging a Community: Creativity; Attracting the Swarm; The Cheif Community Officer: A New Agent for your Brand; A Blueprint for a Consumer-Driven Society.

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