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Book Cover
Book
Author Vollmer, Christopher.

Title Always on : advertising, marketing, and media in an era of consumer control / Christopher Vollmer with Geoffrey Precourt
Published New York : McGraw-Hill, [2008]
©2008

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Location Call no. Vol. Availability
 MELB  658.87 Vol/Aoa  AVAILABLE
Description 215 pages ; 21 cm
Contents 1. The Twenty-First-Century Marketing Mix -- 2. Mediamorphosis: The Consumer in Charge -- 3. Mutiny in Media -- 4. Metrics: Moving from Impressions to Impact -- 5. Marketers to Agencies: "Change or Die" -- 6. The Future Starts Here
Summary "The new media environment is "always on," digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it." "The thought leaders at Booz Allen Hamilton and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future."--BOOK JACKET
Notes "Strategy+business; the future of business from Booz Allen Hamilton"--Cover
Bibliography Includes bibliographical references and index
Subject Advertising.
Consumer behavior.
Internet marketing.
Marketing.
Viral marketing.
Author Precourt, Geoffrey.
Booz, Allen & Hamilton.
LC no. 2010282182
ISBN 0071508287 (paperback)
9780071508285 (paperback)
OTHER TI Strategy+business. http://id.loc.gov/authorities/names/no2008133875
Other Titles Strategy + business