简介
Is Anybody Out There will send shockwaves through the world of MarketingCommunicmions. Its vision of the industry is dramatic; challenging and persuasive.It describes a world where brands are redefined, consumers are in control andmarketers must be infinitelv innovative. It is a world in which the most sacredprinciples of traditional brand marketing must be ruthlessly challenged andperpetually rcinventcd. Fotxmlately: Austin and Aitclfison help us face these profound challenges with cleat" arguments: deep insight and extraordinary intelle
目录
Aulhors' Notes
Acknowledgments
PART ONE: PRESENT IMPERFECT
Confluence of Change
Brands Under Threat
Tile New Consumer
A New Approach To Channels
A Diversity of Disciplines
Media Routes
An hnl,erfect Induslrv
PART TWO: THE 21 st CENTURY MARKETING COMMUN IC ATIONS PLAN
The New Dynamic
Tile Way Forward
Navigating the Maze
Most Frequently Asked Questions
PART TtlREE: BRAVE NEW WORLD
Rewriting the Rules
Appendix
Bibliography
Index
Acknowledgments
PART ONE: PRESENT IMPERFECT
Confluence of Change
Brands Under Threat
Tile New Consumer
A New Approach To Channels
A Diversity of Disciplines
Media Routes
An hnl,erfect Induslrv
PART TWO: THE 21 st CENTURY MARKETING COMMUN IC ATIONS PLAN
The New Dynamic
Tile Way Forward
Navigating the Maze
Most Frequently Asked Questions
PART TtlREE: BRAVE NEW WORLD
Rewriting the Rules
Appendix
Bibliography
Index
Is Anybody Out There? 市场信息新视野
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