Always On: Advertising, Marketing, and Media in an Era of Consumer Control [NOOK Book]

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Overview

"The new media environment is "always on," digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it." The thought leaders at Booz Allen Hamilton and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and ...
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More About This Book

Overview

"The new media environment is "always on," digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it." The thought leaders at Booz Allen Hamilton and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future.

Product Details

  • ISBN-13: 9780071508292
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 3/25/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • Sales rank: 1,035,594
  • File size: 2 MB

Meet the Author

Christopher Vollmer is a Vice President of Booz & Company, and leads the North American media and entertainment work.

Table of Contents

1 The Twenty-First-Century Marketing Mix 1

2 Mediamorphosis: The Consumer in Charge 29

3 Mutiny in Media 79

4 Metrics: Moving from Impressions to Impact 107

5 Marketers to Agencies: "Change or Die" 141

6 The Future Starts Here 177

Notes 199

Index 205

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