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Swarm at marketing

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Swarm at marketing/ contributions by Chuck Brymer ... [et al.].
其他作者:	Brymer, Chuck.
出版者:	Basingstoke :Palgrave Macmillan, : 2008.,
面頁冊數:	p.cm.;
標題:	Branding (Marketing) -
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230227231

Swarm at marketing
Swarm at marketing[electronic resource] /contributions by Chuck Brymer ... [et al.]. - Basingstoke :Palgrave Macmillan,2008. - p.cm.

The Power of One and the Power of Many -- The Anatomy of the DigitalCommunity -- Welcome to the Age of Reference, Not Deference -- Why Speed is the New Big -- The First Law of Engaging a Community: Conviction -- The Second Law of Engaging a Community: Collaboration -- The Third Law of Engaging a Community: Creativity -- Attracting the Swarm -- The Cheif Community Officer: A New Agent for your Brand -- A Blueprint for aConsumer-Driven Society.

We live in a digital world where a small number of people - sometimes even one person - can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence onmarketing and the need that brands have to tap into and build social communities. The Nature of Marketing is a unique perspective on how digitally linked populations behave as a single organism similar to that ofa swarm of fish. These human swarms are fueled by the connectivity andspeed of the social networking generation, and are replacing the rulesof marketing with principles that are fundamentally different from anything before. This book helps put trends like social networksand Web 2.0 in a larger and more timeless context. As brand communications move from monologue to dialogue, a new marketing plan is needed to engage the community and start a conversation with peoplewho can help expand upon the brand message and experience. Chuck Brymer lays out a well-documented case that traditional marketing and branding are as important as ever. However, the doctrine of herdmarketing - one-way mass communications - must be adjacent to the new realities of swarm marketing - the power of people communicating to each other in unprecedented speed and numbers. We now have the potential to grow the value and influence of brands dramatically, using an approach that is as fresh as Web 2.0 but asenduring as human nature. The Nature of Marketing is your guide to thenext greatrevolution in how we reach our customers to gain their loyalty and advocacy.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2009.

Mode of access:World Wide Web.

ISBN: 9780230227231

Standard No.: 10.1057/9780230227231doiSubjects--Topical Terms:

131614
Branding (Marketing)
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HD69.B7 / S93 2008eb

Dewey Class. No.: 658.827

Swarm at marketing
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505 0 $a The Power of One and the Power of Many -- The Anatomy of the DigitalCommunity -- Welcome to the Age of Reference, Not Deference -- Why Speed is the New Big -- The First Law of Engaging a Community: Conviction -- The Second Law of Engaging a Community: Collaboration -- The Third Law of Engaging a Community: Creativity -- Attracting the Swarm -- The Cheif Community Officer: A New Agent for your Brand -- A Blueprint for aConsumer-Driven Society.
520 $a We live in a digital world where a small number of people - sometimes even one person - can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence onmarketing and the need that brands have to tap into and build social communities. The Nature of Marketing is a unique perspective on how digitally linked populations behave as a single organism similar to that ofa swarm of fish. These human swarms are fueled by the connectivity andspeed of the social networking generation, and are replacing the rulesof marketing with principles that are fundamentally different from anything before. This book helps put trends like social networksand Web 2.0 in a larger and more timeless context. As brand communications move from monologue to dialogue, a new marketing plan is needed to engage the community and start a conversation with peoplewho can help expand upon the brand message and experience. Chuck Brymer lays out a well-documented case that traditional marketing and branding are as important as ever. However, the doctrine of herdmarketing - one-way mass communications - must be adjacent to the new realities of swarm marketing - the power of people communicating to each other in unprecedented speed and numbers. We now have the potential to grow the value and influence of brands dramatically, using an approach that is as fresh as Web 2.0 but asenduring as human nature. The Nature of Marketing is your guide to thenext greatrevolution in how we reach our customers to gain their loyalty and advocacy.
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