The next evolution of marketing: connect with your customers by marketing with meaning

By:

Gilbreath, Bob

Material type: Text

TextPublication details: New Delhi Tata McGraw Hill Education Private Limited 2010Description: x, 288 pISBN:

9780070683631

Subject(s):

DDC classification:

658.8 GIL

Summary: THE NEW LAW OF MARKETING “The Next Evolution of Marketing is a true beacon for all brand builders. Many books claim that, Bob’s book delivers.” Jim Stengel, former Global Marketing Officer, Procter & Gamble “Some timeless truths restored for modern marketing—and many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen.” Sir Martin Sorrell, CEO, WPP “Persuasion has given way to sharing, and marketing will never be the same.” John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of The Brand Bubble ”Bob Gilbreath brilliantly shows why we’re no longer living in our fathers’ marketing era. Better yet, he details how marketing works best when it adds value to people’s lives, and he provides a playbook for success.” David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave “This book provides a framework and compelling examples for creating the next generation of cultureleading brands.” Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company ABOUT THE BOOK: Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers! The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them. 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. This groundbreaking methodology engages customers and wins their business by adding value to their lives. 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 unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. 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. You simply cannot afford to get left behind in advertising’s “golden age” of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution. Follow McGraw Hill: Facebook Twitter Youtube Division Info About McGraw Hill Professional Contact Us Global Offices Careers Get Help Place an Order Tech Support - Access Platforms Contact Customer Service Products Business Computing Interactive Learning Solutions Engineering Medical Test Prep & Study Guides Resources Blog Mobile Apps Trade Services Author Support International Rights Terms of Use Privacy Report Piracy ©2023 McGraw Hill. All Rights Reserved. This site uses cookies, which we use to enable the functions of the site, to tailor marketing to areas that may be more appropriate for you, and to customize, maintain, & improve the site. By continuing to use this site you are agreeing to our use of cookies for these purposes. Find out more in our Privacy Center.. (https://www.mhprofessional.com/the-next-evolution-of-marketing-connect-with-your-customers-by-marketing-with-meaning-9780071625364-usa#tab-label-product-description-title)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 GIL (Browse shelf(Opens below))	1	Available		G00588

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Previous								Next
Previous	658.8 EWE The six disciplines of agile marketing: proven practices for more effective marketing and better business results	658.8 FOT Industrial marketing	658.8 GIL The end of marketing: humanizing your brand in the age of social media	658.8 GIL The next evolution of marketing: connect with your customers by marketing with meaning	658.8 GOD Purple cow: transform your business by being remarkable	658.8 GOD This is marketing	658.8 GOD All marketers tell stories: the underground classic that explains how marketing really works--and why authenticity is the best marketing of all	Next

Table of content:
PART ONE: What is MEAN IT! Marketing?
Chapter 1: What Mean It! Marketing Can Do (for Your Customers, Your Bottom Line, and the World)
Chapter 2: Give the People What They Want: What Makes Marketing Meaningful
Chapter 3: “I Need Money, Time, and Information”: Meaningful Solutions
Chapter 4: “I Want My 15 Minutes of Fame… and I Want Others to Know About It”: Meaningful Connections
Chapter 5: “Help Me Change My World”: Meaningful Achievements
PART TWO: How to Implement MEAN IT!
Chapter 6: Start at the End: What Do You Hope to Accomplish?
Chapter 7: Just Ask: Discovering What Keeps People Up at Night, and Gets Them Out of Bed in the Morning
Chapter 8: Ideate, Rank, Repeat: Gauging the Meaning of Your Marketing
Chapter 9: Measure It: Evaluating the Success of Your Meaningful Marketing
Chapter 10: MEAN IT! Marketing at Work: From Early Adopters to Hall-of-Famers
Epilogue
[https://www.mhprofessional.com/the-next-evolution-of-marketing-connect-with-your-customers-by-marketing-with-meaning-9780071625364-usa#tab-label-product-description-title]

THE NEW LAW OF MARKETING

“The Next Evolution of Marketing is a true beacon for all brand builders. Many books claim that, Bob’s book delivers.”
Jim Stengel, former Global Marketing Officer, Procter & Gamble

“Some timeless truths restored for modern marketing—and many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen.”
Sir Martin Sorrell, CEO, WPP

“Persuasion has given way to sharing, and marketing will never be the same.”
John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of The Brand Bubble

”Bob Gilbreath brilliantly shows why we’re no longer living in our fathers’ marketing era. Better yet, he details how marketing works best when it adds value to people’s lives, and he provides a playbook for success.”
David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave

“This book provides a framework and compelling examples for creating the next generation of cultureleading brands.”
Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company

ABOUT THE BOOK:

Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!

The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them.

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. This groundbreaking methodology engages customers and wins their business by adding value to their lives. 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 unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. 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.

You simply cannot afford to get left behind in advertising’s “golden age” of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution.

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