Twitter is not a strategy : rediscovering the art of brand marketing / Tom Doctoroff.
By: Doctoroff, Tom.
Description: pages cm.ISBN: 9781137279309 (hardback).Subject(s): Brand name products | Branding (Marketing) | Internet advertising | Internet marketing | BUSINESS & ECONOMICS / Advertising & Promotion | BUSINESS & ECONOMICS / Marketing / GeneralGenre/Form: Print books.DDC classification: 658.8/27 Summary: "A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement"--Summary: "In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In this informative new book, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation"--Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|
On Shelf | HF5415.1255 .D63 2014 (Browse shelf) | Available | AU0000000002072 |
Browsing Alfaisal University Shelves , Shelving location: On Shelf Close shelf browser
HF5415.1255 .B73 2016 Brands with a conscience : how to build a successful and responsible brand / | HF5415.1255 .C65 2016 Disruptive marketing : what growth hackers, data punks, and other hybrid thinkers can teach us about navigating the new normal / | HF5415.1255 .D47 2018 Delicious : branding and design for cafés, patisseries and chocolate boutiques / | HF5415.1255 .D63 2014 Twitter is not a strategy : rediscovering the art of brand marketing / | HF5415.1255 .E36 2017 E-commerce branding / | HF5415.1255 .E93 2016 Corporate brand personality : re-focus your organization's culture to build trust, respect and authenticity / | HF5415.1255 .F88 2016 The future of branding / |
Includes index.
"A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement"--
"In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In this informative new book, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation"--