Joseph Jaffe,
Maarten Albarda
John Wiley & Sons
1e druk, 2013
9781118801154
Z.E.R.O.: Zero Paid Media as the New Marketing Model
Specificaties
Paperback, 272 blz.
|
Engels
John Wiley & Sons |
1e druk, 2013
ISBN13: 9781118801154
Rubricering
Verwachte levertijd ongeveer 8 werkdagen
Gratis verzonden
Samenvatting
Eenvoudig gezegd, onder de huidige operationele omstandigheden zal de reclame-industrie het niet volhouden zonder maatregelen te nemen en dreigen rampzalige scenario's - van slechte financiële resultaten tot banenverlies tot een ineenstorting van het huidige media-ecosysteem.
De oplossing? Het Marketing Model kan hestellen door in uw advertentie budget snijden en te investeren in het Z.E.R.O. Framework:
- Zealots
- Entrepreneurship
- Retention
- Owned Assets
Trefwoorden
Specificaties
ISBN13:9781118801154
Taal:Engels
Bindwijze:paperback
Aantal pagina's:272
Uitgever:John Wiley & Sons
Druk:1
Verschijningsdatum:30-11-2013
Hoofdrubriek:Marketing
Inhoudsopgave
Foreword Chris Burggraeve
Preface The Obesity Epidemic
A Note from the Authors
SECTION I: The Problem
1. Madison Avenue: We Have a Problem
2. A Perfect Storm Is Coming
3. The Economic Case
4. The Business Case
5. The Media Case
6. The Consumer Case
7. The Creative Case
SECTION II: The Z.E.R.O. Vision
8. Is It Time to Blow Up the Entire Model?
9. Introducing Z.E.R.O.
SECTION III: The Z.E.R.O. Action Plan
10. Culture and Talent
11. Tenure
12. Compensation
13. Budget Setting
14. Measurement and Insights
15. Use Existing Customers to Gain New Ones
16. Customer Experience Becomes the Key Strategic Differentiator
17. The Innovation Imperative
18. Become a Data Junkie
19. From Campaigns to Commitments to Ecosystems
20. That's Great . . . Now What the Hell Do I Do Next?
Epilogue
Notes
Index
Preface The Obesity Epidemic
A Note from the Authors
SECTION I: The Problem
1. Madison Avenue: We Have a Problem
2. A Perfect Storm Is Coming
3. The Economic Case
4. The Business Case
5. The Media Case
6. The Consumer Case
7. The Creative Case
SECTION II: The Z.E.R.O. Vision
8. Is It Time to Blow Up the Entire Model?
9. Introducing Z.E.R.O.
SECTION III: The Z.E.R.O. Action Plan
10. Culture and Talent
11. Tenure
12. Compensation
13. Budget Setting
14. Measurement and Insights
15. Use Existing Customers to Gain New Ones
16. Customer Experience Becomes the Key Strategic Differentiator
17. The Innovation Imperative
18. Become a Data Junkie
19. From Campaigns to Commitments to Ecosystems
20. That's Great . . . Now What the Hell Do I Do Next?
Epilogue
Notes
Index
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