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This is an amazingly comprehensive book about consumer engagement, which seems to have become the 21st century marketer's brass ring. Going beyond "awareness" and "liking" and "time-spent," this book clearly identifies the difference between attaining brand engagement and the methods that are available to do just that -- Platforms like TV and online, Contexts like programs and websites, Messaging, and Experience. Most previous work in this are is very, very vague or cannot be easily applied. Amy Shea and Robert Passikoff have created a practical guide for measuring brand and campaign performance. Every chapter is back up with real-world, in-market validity tests, which is something that most of the pundits cannot provide.<BR/><BR/>It is well written and easy to read and every chapter has a old blog excerpt that the authors wrote at an earlier time with a current follow-up showing just how predictive real engagement metrics can be. This is a book that should be on every marketer's book shelf.
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Posted March 29, 2010
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