Marketing is a vital function of modern business. It plays a key role in the future success of every company - large and small. But the social world around us is changing rapidly. People's wants, needs and beliefs no longer conform to the rigid and predictable 'types' of yesterday that enabled easy targeting. The old rules of marketing don't seem to work any more. A new set of rules is required to enable companies to thrive in the future marketplace. The new Marketing Manifesto is a pioneering book that sets out the 12 new marketing rules for anyone aiming to build tomorrow's successful brand and company. It contains a host of recent examples of luminous, successful brands that have applied New Marketing methods.
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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