The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

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9780071625364: The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

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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About the Author:

Bob Gilbreath is chief marketing strategist at Bridge Worldwide, one of the largest global digital ad agencies. He has worked with some of the world’s largest marketers, including Procter & Gamble, Johnson & Johnson, Anheuser-Busch, and Ford. He currently leads digital strategy work for clients such as Kroger, Abbott, Luxottica, and ConAgra Foods. Bob was recognized by Advertising Age as one of the Top 50 Marketers of 2004. Bridge Worldwide headquarters are located in Cincinnati, Ohio.

Review:

"With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a large advertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningful marketing.' He defines meaningful marketing as the 'marketing itself add[ing] value to peoples' lives.' Insisting that traditional marketing is now out-of-date because the consuming public has grown sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he says), he is a great proponent of marketing that offers consumers actual things to put to practical use, which then, in turn, makes the best advertising for the company that is supplying those services. He cites the 'best historical example' of marketing with meaning as the Michelin tire company, which, way back when, produced the first-ever car-travel guide to France. From there Gilbreath presents, essentially, a how to: outlining a model for developing meaningful marketing and then explaining, with many useful case examples, how it can be tailored to any company, large or small. An essential addition to comprehensive business collections." --Brad Hooper, Booklist Booklist 20090914

"About this title" may belong to another edition of this title.

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Book Description McGraw-Hill Education - Europe, United States, 2009. Hardback. Book Condition: New. Language: English . Brand New Book. THE NEW LAWOF MARKETING The Next Evolution ofMarketing is a true beaconfor all brand builders.Many books claim that,Bob s book delivers. Jim Stengel, former GlobalMarketing Officer, Procter Gamble Some timeless truthsrestored for modernmarketing-and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen. Sir Martin Sorrell, CEO, WPP Persuasion has given wayto sharing, and marketingwill never be the same. John Gerzema, Chief InsightsOfficer, Young Rubicam, andcoauthor of The Brand Bubble Bob Gilbreath brilliantlyshows why we re nolonger living in our fathers marketing era. Better yet,he details how marketingworks best when it addsvalue to people s lives, andhe provides a playbookfor success. David Meerman Scott,bestselling author of The NewRules of Marketing PR andWorld Wide Rave This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands. Mark Greatrex, SeniorVice President, MarketingCommunications and Insights,The Coca-Cola Company ABOUT THE BOOK: Marketing with Meaning-The Breakthrough Strategy for Connecting with Customers!The old interruptive model of marketingdoesn t work. Customers are tuning out.They no longer listen to in-your-face messages.Instead, they demand meaning inthe brands they buy and the marketing thatreaches them. Marketing strategist Bob Gilbreath s hotnew concept, Marketing with Meaning,represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives.Rather than pushing a product or service,Marketing with Meaning woos customers byoffering them something of value independentof purchase. In The Next Evolution of Marketing, Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out.Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit.Inside, he provides Marketing withMeaning success stories, including: Samsung s laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States Dove s Campaign for Real Beautyand its viral video Evolution, which has been viewed more than100 million times Burger King s Xbox advergames,which helped boost the company sprofits by 40 percent in one year This first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives. You simply cannot afford to get left behind inadvertising s golden age of interrupt, tell,and sell marketing. Marketing with Meaningis how your customers demand business bedone today and tomorrow. The Next Evolutionof Marketing is your guide to survivingand thriving in this marketing revolution. Bookseller Inventory # AAC9780071625364

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