Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company

by Norm Johnston

Overview

Adapt or die is really the 21st century mantra for business. Authors Norm Johnston provides guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters.

Product Details

ISBN-13:	9781137462923
Publisher:	Palgrave Macmillan US
Publication date:	09/29/2015
Edition description:	1st ed. 2015
Pages:	225
Product dimensions:	6.00(w) x 9.30(h) x 0.90(d)

About the Author

Laurent Burman Jeffrey Cole Jim Downing Curtis Hecht Jeffrey Roers Caspar Schlickum Vikesh Shah Nathan Summers Brian Wong

Table of Contents

Foreword

1. A Few Words About Data;Jeffrey Cole

2. The World's Largest Focus Group; Laurent Burman

3. #Happy Customers; Nathan Summers

4. Exploring the Spectrum; Caspar Schlickum

5. Blurred Lines; Vikesh Shah and Jim Downing

6. Heavy Lifting; Jeffrey Roers

7. Light Touch; Curt Hecht

8. Through the Looking Glass; Brian Wong

Editorial Reviews

In Adaptive Marketing, Johnston (Mindshare) focuses on how to ‘leverage real-time data’ to give businesses a competitive edge. … Industry expert Johnston's digital savvy comes through with numerous tips for adapting to this new era of real-time data marketing. Summing Up: Recommended. Upper-division and graduate marketing students; researchers, faculty, and practitioners.” (P. G. Kishel, Choice, Vol. 53 (9), May, 2016)

'Norm Johnston has presciently written the marketing playbook of the next decade. He guides marketers to make their brands more relevant and personal than ever before with the rich data of our increasingly connected world.' David Kenny, Chairman & CEO, The Weather Company

'This is a wonderfully practical book: an authoritative account of a future that's still racing up on us. Some companies have already used almost-instant data to great commercial effect: Norm Johnston seems to know them all. Other companies have got it badly wrong; and Johnston shows us why. Those who read this book with the care it deserves will be a great deal more likely to form part of the first category than the second.' Sir Martin Sorrell, CEO, WPP

'Norm has gotten it right. At the heart of Adaptive Marketing are mobile devices that both generate more data/insight than marketers have ever possessed, but also supports the modern marketer to get so much closer to their consumers and consumers' needs in real time. It's a brave new world and explained so clearly here. Greg Stuart, Global CEO, Mobile Marketing Association, Co-author, What Sticks

From the Publisher