The context marketing revolution : (Record no. 344530)

MARC details
000 -LEADER
fixed length control field 02619cam a22002178i 4500
003 - CONTROL NUMBER IDENTIFIER
control field 0
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20210628154514.0
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781633694026
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8343
Item number SWE
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Sweezey, Mathew
245 14 - TITLE STATEMENT
Title The context marketing revolution :
Remainder of title how to motivate buyers in the age of infinite media /
Statement of responsibility, etc. Mathew Sweezey.
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. Boston
Name of publisher, distributor, etc. Harvard Business Review Press
Date of publication, distribution, etc. 2019
300 ## - PHYSICAL DESCRIPTION
Extent 257
500 ## - GENERAL NOTE
General note Includes index.
520 ## - SUMMARY, ETC.
Summary, etc. "In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that conventional marketing models are not set up for and can't handle. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples and cases to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing and what it means to be a modern brand"--
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Consumers' preferences.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Context effects (Psychology)
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Market segmentation.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Branding (Marketing)
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Books
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total checkouts Full call number Barcode Date last seen Price effective from Koha item type
  Not Missing Not Damaged   Gandhi Smriti Library Gandhi Smriti Library 2021-06-28 1250.00   658.8343 SWE 162468 2021-06-28 2021-06-28 Books

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