The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century

The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century

Paperback(2ND)

$12.95

Product Details

ISBN-13: 9781587990243
Publisher: South-Western
Publication date: 07/27/2000
Edition description: 2ND
Pages: 272
Product dimensions: 5.10(w) x 7.78(h) x 0.81(d)

Table of Contents

Acknowledgements Foreword Introduction Part One- The four cornerstones of new marketing Part Two - Rule 1.Get up close and personal Rule 2.Tap basic human needs Rule 3.Author innovation Rule 4.Mythologize the new Rule 5.Create tangible differences in the experience Rule 6.Cultivate authenticity Rule 7.Work through consensus Rule 8.Open up to participation Rule 9.Build communicites of interest Rule 10.Use strategic creativity Rule 11.Stake a claim to fame Rule 12.Follow a vision and be true to your values Part III Working with the rules: methods and mindset The wild frontiers of marketing: 12 case studies THE NEW MARKETING MANIFESTO Case study 1 Friends Case study 2 IKEA Case study 3 The tamagochi Case study 4 Football Case study 5 New labour's new deal Case study 6 Tango Case study 7 Pizza Express Case Study 8 French Connection Case Study 9 The Spice Girls Case Study 10 St. Luke's Case Study 11 British telecom Case Study 12 Egg Part Four Conclusions The Future Belongs to...? Postscript Meanwhile, Somewhere in the 21st Century Bibliography Index

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