Christopher Vollmer and Geoffrey PrecourtAlways On: Advertising, Marketing, and Media in an Era of Consumer Controlhttps://www.mheducation.com/cover-images/Jpeg_400-high/0071508287.jpeg1March 25, 20089780071508285
The Wall Street Journal Bestseller
The Future is Now--Get Ready to Reap the Profits.
We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it.
The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future.
Their secrets are in this book, including how to:
Match your messages to the right media
Learn the leading strategies of consumer-centric pioneers
Discover the lessons of laggard marketers
Explore viral marketing
Track advertising spending shifts
Capture emerging opportunities in a world of constant change
Master the new marketing metrics
Engage your customers on their terms
Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.
Always On: Advertising, Marketing, and Media in an Era of Consumer Control
By Christopher Vollmer and Geoffrey Precourt
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amount of time this product will be on the market is based on a number
of factors, including faculty input to instructional design and the
prior revision cycle and updates to academic research-which typically
results in a revision cycle ranging from every two to four years for
this product. Pricing subject to change at any time.
The estimated amount of time this product will be on the market is based on a number
of factors, including faculty input to instructional design and the prior revision cycle
and updates to academic research-which typically results in a revision cycle ranging from
every two to four years for this product. Pricing subject to change at any time.
Christopher Vollmer is a Vice President of Booz Allen Hamilton, and leads the North American media and entertainment work.
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