Experiences : the 7th era of marketing / by Robert Rose and Carla Johnson.
Material type:
TextPublisher: Cleveland, Ohio : Content Marketing Institute, c2015Description: 343 pages : illustrations ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780985957643 [paperback]Subject(s): Marketing -- Psychological aspects | Experience -- Economic aspects | Consumer behavior | New products | Marketing -- Management| Item type | Current location | Call number | Status | Date due | Barcode |
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Book
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Reserved (Main) | 658.872 R72 2015 (Browse shelf) | Available | 3UCBL000024794 |
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| 658.87 S56 2009 Retail franchising / | 658.872 C34 2011 E-business & e-commerce management : | 658.872 M52 2003 Thepurplebook : | 658.872 R72 2015 Experiences : | 658.872 Si64 2012 Social media marketing for dummies / | 658.872 St82 2012 E-marketing / | 658.872 St82 2012 E-marketing / |
"How business will be transformed in a new era of marketing - led by storytellers and powered by remarkable,content-driven, customer experiences."
Contents: Chapter 1 Welcome to the 7th era of marketing -- Chapter 2 Marketing with a capital "M" -- Chapter 3 The case for content creation management -- Chapter 4 Orchestrating the experience : new buyers and their journeys -- Chapter 5 The four archetypes of content creation management -- Chapter 6 Content creation management: a framework for change -- Chapter 7 Story mapping: managing the creation of experiences -- Chapter 8 Why internal marketing is the first and last thing you should ever do -- Chapter 9 Content creation management technology: built to change -- Chapter 10 Measuring for meaning instead of mediocrity -- Conclusion Building liquid processes -- Afterword The answer to " What do you really do?" -- Case studies Four stories to inspire your transformation.
Summary: "There is a new era of marketing upon us. The time of
reach, frequency, and campaign-oriented approaches is over. And if businesses don’t evolve into this new era, they may find themselves on the wrong side of history. World-renowned marketing experts Robert Rose and Carla Johnson have teamed up and synthesized 5 years of research with global brands into a set of 'better practices' that weave together both the 'why' and the 'how' of navigating this new landscape. By placing strategy before structure, Robert and Carla illustrate WHY the idea of Content Creation Management will be a core discipline within tomorrow’s marketing strategy and HOW content-driven
experiences can be created, managed, scaled, promoted, and measured in today’s business. If the goal for businesses is to become more like media companies, this book is the roadmap to get there."--Publisher's description.
BSBA-Marketing Management
English
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