| Bibliography |
Includes bibliographical references and index. |
| Contents |
Part I What is Marketing With Meaning? 13 -- Part II How To Implement Marketing With Meaning in Your Business 143. |
| Summary |
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. |
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