Marketing: Books

By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some have developed a marketing function that pays for itself.

The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To explain the basics of brand management, and the co-creation theory, diverse case studies (e.g. Burger King, Lego, Lynx) are included.

The purpose of this book is to examine the influence of sWOM (social word of mouth) and provide guidance on how to operationalize its growing power.

Content marketing is most effective when integrated into a multichannel campaign that not only educates consumers but offers that content with various direct response methods, online and offline, to generate leads, prospects, and direct sales.

Ideas don't come from nothing. They come from what is already inside people's brains. And so it's not true to say that people have ideas. In fact, ideas have people. The more you read, watch, observe and consume, the more fuel for ideas you have in your brain, and the more ideas will happen for you.

This is a crash course that covers everything from marketing fundamentals to sophisticated digital strategies.

In a step-by-step process, the authors outline the five types of attention, six potential audiences, three parts of messaging, five kinds of content, four bridges to move people, and a surround sound approach to pull it all together.