Always On: Advertising, Marketing, and Media in an Era of Consumer Control

Always On: Advertising, Marketing, and Media in an Era of Consumer Control

by Christopher Vollmer, Geoffrey Precourt

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Product Details

ISBN-13: 9780071508285
Publisher: McGraw-Hill Professional Publishing
Publication date: 03/25/2008
Pages: 224
Product dimensions: 5.60(w) x 8.50(h) x 0.50(d)

About the Author

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


Table of Contents

The Twenty-First-Century Marketing Mix     1
Mediamorphosis: The Consumer in Charge     29
Mutiny in Media     79
Metrics: Moving from Impressions to Impact     107
Marketers to Agencies: "Change or Die"     141
The Future Starts Here     177
Notes     199
Index     205

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