Detail The face-to-face book : why real relationships rule in a digital marketplace Bibliografi Author: Keller, Ed ; Fay, Brad Topik: Word-of-mouth advertising; Social marketing; Marketing--Social aspects Bahasa: (EN )    ISBN: 978-1-4516-4006-9     Penerbit: Free Press     Tempat Terbit: New York    Tahun Terbit: 2012     Jenis: Books Fulltext: The face-to-face book.pdf (3.97MB; 1 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: 658.872 KEL f Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Abstract In The Face-to-Face Book, Keller and Fay offer key insights and recommendations for how businesses, both large and small, can best succeed in today’s socially motivated consumer marketplace by looking at how consumers act in real life as well as online. The authors share their extensive research and the stories of companies—large, such as Apple, General Mills, Kimberly–Clark, and Toyota, as well as innovative small businesses—that have hit pay dirt with a balanced and holistic approach to social marketing. They also discuss those that have bet big and lost by overcommitting to online social media alone. The Face-to-Face Book does not overlook the extraordinary growth and importance of social media, which offers important new tools for businesses of all kinds; however, the authors caution against placing too grand a bet on online social media at the expense of other forms of social marketing. This book is a celebration of the supremely social nature of all human beings and how that drives the consumer marketplace. It’s a story that will leave you thinking anew, and talking. Kajian editorial "Ed Keller and Brad Fay in their book The Face-to-Face Book provide us with strong evidence that in today's high tech digital world, face-to-face real relationships matter most. This book with its simple and compelling message, does not so much as take us back to the basics but into the future of marketing with the basics." (2013 Berry-AMA Book Prize for the Best Book in Marketing, American Marketing Association) "Marketing experts Keller and Fay, of the Keller Fay Group, argue that the move toward electronic social networking does not—and cannot—replace good old word-of-mouth. Using numerous examples and case histories of successes and failures, Keller (coauthor of The Influentials) and Fay focus on the 'social' in social media, and suggest that producing conversations, interactions, and social influence should be the objective of marketing. The authors offer ideas that marketing professionals ought not to ignore." —Publishers Weekly Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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