Z.E.R.O. : zero paid media as the new marketing model
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書誌事項
Z.E.R.O. : zero paid media as the new marketing model
Wiley, c2014
- : cloth
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注記
Includes index
内容説明・目次
内容説明
The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we re doing absolutely nothing about it. Zero. Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem. The solution? The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework: * Zealots * Entrepreneurship * Retention * Owned Assets
目次
Foreword Chris Burggraeve vii Preface The Obesity Epidemic xi A Note from the Authors xv SECTION I The Problem 1 CHAPTER 1 Madison Avenue: We Have a Problem 3 CHAPTER 2 A Perfect Storm Is Coming 9 CHAPTER 3 The Economic Case 21 CHAPTER 4 The Business Case 31 CHAPTER 5 The Media Case 37 CHAPTER 6 The Consumer Case 47 CHAPTER 7 The Creative Case 57 SECTION II The Z.E.R.O. Vision 67 CHAPTER 8 Is It Time to Blow Up the Entire Model? 69 CHAPTER 9 Introducing Z.E.R.O. 81 SECTION III The Z.E.R.O. Action Plan 127 CHAPTER 10 Culture and Talent 131 CHAPTER 11 Tenure 139 CHAPTER 12 Compensation 145 CHAPTER 13 Budget Setting 155 CHAPTER 14 Measurement and Insights 169 CHAPTER 15 Use Existing Customers to Gain New Ones 181 CHAPTER 16 Customer Experience Becomes the Key Strategic Differentiator 191 CHAPTER 17 The Innovation Imperative 203 CHAPTER 18 Become a Data Junkie 219 CHAPTER 19 From Campaigns to Commitments to Ecosystems 231 CHAPTER 20 That s Great ... Now What the Hell Do I Do Next? 241 Epilogue 255 Notes 261 Index 267
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