The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

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The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

Format:  Hardcover,

288 pages

Publisher: McGraw-Hill

Publish Date: Sep 2009

ISBN-13: 9780071625364

ISBN-10: 0071625364

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Book Information

The following content was provided by the publisher.

THE NEW LAW OF MARKETING

""The Next Evolution of Marketing" is a true beacon for all brand builders. Many books claim that, Bob's book delivers."
Jim Stengel, former Global Marketing Officer, Procter & Gamble

"Some timeless truths restored for modern marketing--and many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen."
Sir Martin Sorrell, CEO, WPP

"Persuasion has given way to sharing, and marketing will never be the same."
John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of "The Brand Bubble"

"Bob Gilbreath brilliantly shows why we're no longer living in our fathers' marketing era. Better yet, he details how marketing works best when it adds value to people's lives, and he provides a playbook for success."
David Meerman Scott, bestselling author of "The New Rules of Marketing & PR" and" World Wide Rave"

"This book provides a framework and compelling examples for creating the next generation of cultureleading brands."
Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company

ABOUT THE BOOK:

"Marketing with Meaning--The Breakthrough Strategy for Connecting with Customers "

The old interruptive model of marketing doesn't work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them."

Marketing strategist Bob Gilbreath's hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. This groundbreaking methodology engages customers and wins their business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase.

In "The Next Evolution of Marketing," Gilbreath unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including: Samsung's laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States Dove's Campaign for Real Beauty and its viral video "Evolution," which has been viewed more than 100 million times Burger King's Xbox advergames, which helped boost the company's profits by 40 percent in one year

This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers' needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives.

You simply cannot afford to get left behind in advertising's "golden age" of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. "The Next Evolution of Marketing" is your guide to surviving and thriving in this marketing revolution.

Specifications

Publisher: McGraw-Hill
Publish Date: Sep 2009
ISBN-13: 9780071625364
ISBN-10: 0071625364
Format: Hardcover
Number of Pages: 288
Shipping Weight (in pounds): 1.25
Product in Inches (L x W x H): 6.25 x 9.75 x 1.5

Chapter outline

Acknowledgmentsp. vii
Introduction The Search for Meaningp. 1
What is Marketing With Meaning?p. 13
Why Traditional Marketing is Meaningless And Why Evolution is Essentialp. 15
What Marketing With Meaning Can do for youp. 31
Meaningful Solutions Providing Valuable Information, Incentives, and Servicesp. 50
Meaningful Connections Creating Entertaining Experiences That People Can Share With Othersp. 82
Meaningful Achievements Helping People Improve Themselves, Their Families, and the Worldp. 118
How To Implement Marketing With Meaning in Your Businessp. 143
Start at the End What do you Hope to Accomplish?p. 147
Just Ask Discovering What Keeps People up at Night and Gets them out of Bed in the Morningp. 167
Ideate, Rank, Liftoffp. 192
Measure, Adjust, and Keep Growingp. 218
The Future of Marketing With Meaningp. 245
Epilogue Adding Meaning to Your Lifep. 267
Endnotesp. 275
Indexp. 281

Reviews

Review by Library Journal (2010-03-15)

Gilbreath (chief marketing strategist, Bridge Worldwide) presents a modern and realistic approach to marketing, successfully laying out a step-by-step process for transforming an organization's current marketing practices by implementing added-value draws for customers. After listening to this title, which abounds with colorful case studies, this reviewer found herself identifying real-life examples of Gilbreath's "mean it" strategy. Narrator Bruce Reizen's (The New, New Thing) solid, reliable voice adds credence to Gilbreath's concepts. Highly recommended for marketing students and practitioners.

-Gail Preslar, Eastman Chemical Co. Business Lib., Kingsport, TN

(c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Book description

THE NEW LAWOF MARKETING

The Next Evolution of Marketing is a true beaconfor all brand builders. Many books claim that, Bob’s book delivers.”

Jim Stengel, former GlobalMarketing Officer, Procter & Gamble

“Some timeless truthsrestored for modernmarketing—and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen.”

Sir Martin Sorrell, CEO, WPP

“Persuasion has given wayto sharing, and marketingwill never be the same.”

John Gerzema, Chief Insights Officer, Young & Rubicam, andcoauthor of The Brand Bubble

”Bob Gilbreath brilliantlyshows why we’re nolonger living in our fathers’marketing era. Better yet, he details how marketingworks best when it addsvalue to people’s lives, andhe provides a playbookfor success.”

David Meerman Scott, bestselling author of The NewRules of Marketing & PR and World Wide Rave

“This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands.”

Mark Greatrex, SeniorVice President, MarketingCommunications and Insights, The Coca-Cola Company

ABOUT THE BOOK:

Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!

The old interruptive model of marketingdoesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning inthe brands they buy and the marketing thatreaches them.

Marketing strategist Bob Gilbreath’s hotnew concept, Marketing with Meaning, represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers byoffering them something of value independentof purchase.

In The Next Evolution of Marketing, Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out. Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit. Inside, he provides Marketing with Meaning success stories, including:

  • Samsung’s laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States
  • Dove’s Campaign for Real Beautyand its viral video “Evolution,”which has been viewed more than100 million times
  • Burger King’s Xbox advergames, which helped boost the company’sprofits by 40 percent in one year

This first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers’ needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives.

You simply cannot afford to get left behind inadvertising’s “golden age” of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business bedone today and tomorrow. The Next Evolution of Marketing is your guide to survivingand thriving in this marketing revolution.

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