Marketing in the Round How to Develop an Integrated Marketing Campaign in the Digital Era

ISBN-10: 0789749173

ISBN-13: 9780789749178

Edition: 2012

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Description: For years, organizations have been bedeviled with organizational silos that prevent them from conversing with customers in a coherent voice, delivering the right messages to each customer, and building real synergies across all their marketing and communications programs. In this book, leading marketing and social media gurus Geoff Livingston and Gini Dietrich show how to finally break down those silos, bridging traditional and newer disciplines to drive far more value from all of them.Break Down the Silosshows how to create a marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Through this flexible marketing hub, every business function can speak cohesively with each customer, through the tools and platforms that deliver the best results at the least expense. Livingston and Dietrich walk through hands-on strategic planning, illustrating key points with case studies from three diverse organizations, and offering exercises and actions for applying their principles in their own organizations. They show how to perform a baseline analysis of each available medium, from iPad apps to radio; make better decisions about resource allocation; change culture to overcome siloed behavior; using measurement to overcome obstacles; and get more value from every marketing investment.

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Book details

List price: $24.99
Copyright year: 2012
Publisher: Pearson Education
Publication date: 4/23/2012
Binding: Hardcover
Pages: 224
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.968
Language: English

Geoff Livingston has worked as a marketing strategist in the Washington, DC region for 14 years. Dubbed a local blogging guru by the Washington Post, Geoff s Buzz Bin blog is nationally recognized, and is the top ranked independent PR blog in the Washington, DC region. He successfully launched FortiusOne s GeoCommons using an aggressive social media strategy, and marketed Godsmack lead singer Sully Erna s bio using a diversified My Space and blogosphere campaign. He creates marketing strategy, media relations, branding and Internet marketing campaigns for public and private organizations. Some of his experiences include work for AT&T, the Duke Ellington Jazz Festival, former Israeli Prime Minister Benjamin Netanyahu, Bartleby Books, BEA Systems, Hughes Network Systems, ManTech, the Washington Nationals, Intelsat, Verizon Wireless and many others.

Know All the Tools
Paid Media
Owned Media
Understand Stakeholders and the
Strengths, Weakn
Top-Down Influence Approaches
The Groundswell
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