The Resource Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff

Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff

Label
Twitter is not a strategy : rediscovering the art of brand marketing
Title
Twitter is not a strategy
Title remainder
rediscovering the art of brand marketing
Statement of responsibility
Tom Doctoroff
Creator
Author
Subject
Language
eng
Summary
  • "In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In this informative new book, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation"--
  • "A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement"--
Assigning source
  • Provided by publisher
  • Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Doctoroff, Tom
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.D63 2014
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Internet marketing
  • Internet advertising
  • Brand name products
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Brand name products
  • Branding (Marketing)
  • Internet advertising
  • Internet marketing
  • Markenpolitik
  • Marketingstrategie
  • Verbraucherverhalten
  • China
Label
Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Dimensions
25 cm
Edition
First edition.
Extent
260 pages
Isbn
9781137279309
Lccn
2014015232
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)869437552
  • (OCoLC)ocn869437552
Label
Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Dimensions
25 cm
Edition
First edition.
Extent
260 pages
Isbn
9781137279309
Lccn
2014015232
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)869437552
  • (OCoLC)ocn869437552

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