tailieunhanh - Marketing in the Round

Nearly ten years since the first corporate blogs launched, social media dominates professional marketing conversations. The effect of social media on the marketing organization is unquestionable. Yet chief marketing officers struggle to define their role within the enterprise. They are the shortest tenured senior executive in most companies, usually lasting only 28 months. | MARKETING IN THE ROUND How to Develop an Integrated Marketing Campaign in the Digital Era GINI DIETRICH GEOFF LIVINGSTON Praise for Marketing in the Round Dietrich and Livingston have given us a practical guide and checklist for organizations to tear down the organizational silos that stand in the way of getting successful marketing results in a networked media age. Beth Kanter coauthor of Networked Nonprofit Dietrich and Livingston s latest book Marketing in the Round provides readers with an inspiring view into the pragmatic science of seventeenth-century Japanese martial combat and its keen relevance to the reinvigorated practice of Integrated Marketing Communications IMC . The authors teach new empathetic and ubiquitous campaign strategies that bring IMC well into the twenty-first century. Comprehensive social and traditional media strategies are delivered in the round providing practitioners with credible and meaningful tactics unrestricted by conventional limits of reach and frequency. Mark Meudt vice president of communications and marketing for General Dynamics author of Supporting Uncle Sam Ideas for a Unique Integrated Communications Strategy Northwestern University Medill School Journal of Integrated Marketing Communications 2011 I ve been following Gini and Geoff for years and they are the real deal In this book the authors offer an actionable no-nonsense approach to what it will take on every level to actually communicate and connect with your stakeholders. If you have the stomach for breaking down budget silos holding yourself accountable to measurable objectives and embracing a commonsense approach to communication you ll be the big winners for it. Leo Bottary vice president public affairs Vistage International adjunct professor Seton Hall University Master of Arts in strategic communication and leadership MASCL program Round up the troops and knock down the silos Gini Dietrich and Geoff Livingston deliver a practical playbook for leaders who want to