The next evolution of marketing: connect with your customers by marketing with meaning
Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath's new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or servic...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath's new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. Gilbreath describes success stories, including: Samsung's laptop and cell phone charging stations, 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; and Burger King's Xbox advergames, which helped boost the company's profits by 40 percent in one year. This comprehensive model uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers' needs.--From publisher description. |
| Beschreibung: | X, 288 S. |
| ISBN: | 9780071625364 0071625364 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV035806173 | ||
| 003 | DE-604 | ||
| 005 | 20091211 | ||
| 007 | t | ||
| 008 | 091103s2010 xxu |||| 00||| eng d | ||
| 010 | |a 2009011087 | ||
| 020 | |a 9780071625364 |9 978-0-07-162536-4 | ||
| 020 | |a 0071625364 |c alk. paper |9 0-07-162536-4 | ||
| 035 | |a (OCoLC)318242567 | ||
| 035 | |a (DE-599)BVBBV035806173 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-473 |a DE-188 | ||
| 050 | 0 | |a HF5415 | |
| 082 | 0 | |a 658.8 | |
| 084 | |a QP 630 |0 (DE-625)141916: |2 rvk | ||
| 100 | 1 | |a Gilbreath, Bob |e Verfasser |0 (DE-588)143056069 |4 aut | |
| 245 | 1 | 0 | |a The next evolution of marketing |b connect with your customers by marketing with meaning |c Bob Gilbreath |
| 264 | 1 | |a New York [u.a.] |b McGraw-Hill |c 2010 | |
| 300 | |a X, 288 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 520 | 3 | |a Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath's new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. Gilbreath describes success stories, including: Samsung's laptop and cell phone charging stations, 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; and Burger King's Xbox advergames, which helped boost the company's profits by 40 percent in one year. This comprehensive model uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers' needs.--From publisher description. | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Advertising | |
| 650 | 4 | |a Customer relations | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Innovationsmanagement |0 (DE-588)4161817-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundenorientierung |0 (DE-588)4316837-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Beziehungsmarketing |0 (DE-588)4789127-0 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Innovationsmanagement |0 (DE-588)4161817-8 |D s |
| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 2 | |a Kundenorientierung |0 (DE-588)4316837-1 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 1 | 1 | |a Kundenorientierung |0 (DE-588)4316837-1 |D s |
| 689 | 1 | |5 DE-188 | |
| 689 | 2 | 0 | |a Beziehungsmarketing |0 (DE-588)4789127-0 |D s |
| 689 | 2 | |5 DE-188 | |
| 856 | 4 | 2 | |m Digitalisierung UB Bamberg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018665196&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-018665196 | ||
Datensatz im Suchindex
| _version_ | 1804140754593906688 |
|---|---|
| adam_text | CONTENTS
ACKNOWLEDGMENTS
vii
INTRODUCTION THE SEARCH FOR MEANING
1
*
Ä R T I
WHAT IS MARKETING WITH MEANING?
13
1
WHY TRADITIONAL MARKETING IS MEANINGLESS
AND WHY EVOLUTION IS ESSENTIAL
15
2
WHAT MARKETING WITH MEANING CAN DO FOR YOU
31
3
MEANINGFUL SOLUTIONS PROVIDING VALUABLE
INFORMATION, INCENTIVES, AND SERVICES
50
4
MEANINGFUL CONNECTIONS CREATING ENTERTAINING
EXPERIENCES THAT PEOPLE CAN SHARE WITH OTHERS
82
5
MEANINGFUL ACHIEVEMENTS HELPING PEOPLE
IMPROVE THEMSELVES, THEIR FAMILIES, AND THE WORLD
118
Vi
CONTENTS
ART ¡I
HOW TO IMPLEMENT MARKETING
WITH MEANING IN YOUR BUSINESS U3
START AT THE END WHAT DO YOU HOPE TO ACCOMPLISH? U7
JUST ASK DISCOVERING WHAT KEEPS PEOPLE UP AT
NIGHT AND GETS THEM OUT OF BED IN THE MORNING
167
IDEATE, RANK, LIFTOFF
192
MEASURE, ADJUST, AND KEEP GROWING
218
THE FUTURE OF MARKETING WITH MEANING
245
EPILOGUE ADDING MEANING TO YOUR LIFE
267
ENDNOTES 275
INDEX
281
|
| any_adam_object | 1 |
| author | Gilbreath, Bob |
| author_GND | (DE-588)143056069 |
| author_facet | Gilbreath, Bob |
| author_role | aut |
| author_sort | Gilbreath, Bob |
| author_variant | b g bg |
| building | Verbundindex |
| bvnumber | BV035806173 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415 |
| callnumber-search | HF5415 |
| callnumber-sort | HF 45415 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)318242567 (DE-599)BVBBV035806173 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02973nam a2200541zc 4500</leader><controlfield tag="001">BV035806173</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20091211 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">091103s2010 xxu |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2009011087</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780071625364</subfield><subfield code="9">978-0-07-162536-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0071625364</subfield><subfield code="c">alk. paper</subfield><subfield code="9">0-07-162536-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)318242567</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV035806173</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-473</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 630</subfield><subfield code="0">(DE-625)141916:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Gilbreath, Bob</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)143056069</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The next evolution of marketing</subfield><subfield code="b">connect with your customers by marketing with meaning</subfield><subfield code="c">Bob Gilbreath</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York [u.a.]</subfield><subfield code="b">McGraw-Hill</subfield><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">X, 288 S.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="520" ind1="3" ind2=" "><subfield code="a">Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath's new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. Gilbreath describes success stories, including: Samsung's laptop and cell phone charging stations, 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; and Burger King's Xbox advergames, which helped boost the company's profits by 40 percent in one year. This comprehensive model uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers' needs.--From publisher description.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Customer relations</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Innovationsmanagement</subfield><subfield code="0">(DE-588)4161817-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundenorientierung</subfield><subfield code="0">(DE-588)4316837-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Beziehungsmarketing</subfield><subfield code="0">(DE-588)4789127-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Innovationsmanagement</subfield><subfield code="0">(DE-588)4161817-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Kundenorientierung</subfield><subfield code="0">(DE-588)4316837-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Kundenorientierung</subfield><subfield code="0">(DE-588)4316837-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="689" ind1="2" ind2="0"><subfield code="a">Beziehungsmarketing</subfield><subfield code="0">(DE-588)4789127-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="2" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Bamberg</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018665196&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-018665196</subfield></datafield></record></collection> |
| id | DE-604.BV035806173 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T22:05:00Z |
| institution | BVB |
| isbn | 9780071625364 0071625364 |
| language | English |
| lccn | 2009011087 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018665196 |
| oclc_num | 318242567 |
| open_access_boolean | |
| owner | DE-473 DE-BY-UBG DE-188 |
| owner_facet | DE-473 DE-BY-UBG DE-188 |
| physical | X, 288 S. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Gilbreath, Bob Verfasser (DE-588)143056069 aut The next evolution of marketing connect with your customers by marketing with meaning Bob Gilbreath New York [u.a.] McGraw-Hill 2010 X, 288 S. txt rdacontent n rdamedia nc rdacarrier Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath's new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. Gilbreath describes success stories, including: Samsung's laptop and cell phone charging stations, 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; and Burger King's Xbox advergames, which helped boost the company's profits by 40 percent in one year. This comprehensive model uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers' needs.--From publisher description. Marketing Advertising Customer relations Marketing (DE-588)4037589-4 gnd rswk-swf Innovationsmanagement (DE-588)4161817-8 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Innovationsmanagement (DE-588)4161817-8 s Marketing (DE-588)4037589-4 s Kundenorientierung (DE-588)4316837-1 s DE-604 DE-188 Beziehungsmarketing (DE-588)4789127-0 s Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018665196&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gilbreath, Bob The next evolution of marketing connect with your customers by marketing with meaning Marketing Advertising Customer relations Marketing (DE-588)4037589-4 gnd Innovationsmanagement (DE-588)4161817-8 gnd Kundenorientierung (DE-588)4316837-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4161817-8 (DE-588)4316837-1 (DE-588)4789127-0 |
| title | The next evolution of marketing connect with your customers by marketing with meaning |
| title_auth | The next evolution of marketing connect with your customers by marketing with meaning |
| title_exact_search | The next evolution of marketing connect with your customers by marketing with meaning |
| title_full | The next evolution of marketing connect with your customers by marketing with meaning Bob Gilbreath |
| title_fullStr | The next evolution of marketing connect with your customers by marketing with meaning Bob Gilbreath |
| title_full_unstemmed | The next evolution of marketing connect with your customers by marketing with meaning Bob Gilbreath |
| title_short | The next evolution of marketing |
| title_sort | the next evolution of marketing connect with your customers by marketing with meaning |
| title_sub | connect with your customers by marketing with meaning |
| topic | Marketing Advertising Customer relations Marketing (DE-588)4037589-4 gnd Innovationsmanagement (DE-588)4161817-8 gnd Kundenorientierung (DE-588)4316837-1 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | Marketing Advertising Customer relations Innovationsmanagement Kundenorientierung Beziehungsmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018665196&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT gilbreathbob thenextevolutionofmarketingconnectwithyourcustomersbymarketingwithmeaning |