TY  - BOOK
AU  - Rose, Robert.
AU  - Johnson, Carla.
TI  - Experiences :  : the 7th era of marketing 
SN  - 9780985957643 [paperback]
PY  - 2015///
CY  - Cleveland, Ohio
PB  - Content Marketing Institute
KW  - Marketing
KW  - Psychological aspects.
KW  - Experience
KW  - Economic aspects.
KW  - Consumer behavior.
KW  - New products
KW  - Management.
N1  - "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
N2  - 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.
ER  -