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Killing marketing : how innovative businesses are turning marketing cost into profit / Joe Pulizzi & Robert Rose.

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill Education, [2018]Publisher: c2018Description: xii, 260 pages ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781260026429 (alk. paper)
  • 1260026426
Subject(s): DDC classification:
  • 658.8 PUL 22
Contents:
Introduction -- Killing marketing -- Return on audience -- Media marketing -- The revenue model -- The media marketing savings model -- First steps on the road to killing marketing -- The one media model -- Today: the beginning -- What now: lessons learned along the transformation -- The future of marketing.
Summary: "What if everything we currently know about marketing is what is holding us back? Over the last two decades, we've watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of the content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it--in favor of this new, exciting model. Killing Marketing provides insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from a cost center to a revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization."--Publisher's description.
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Holdings
Item type Current library Collection Call number Vol info Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library First floor Baccah 658.8 PUL (Browse shelf(Opens below)) 34025 Available 000048599
Total holds: 0

Includes bibliographical references and index.

Introduction -- Killing marketing -- Return on audience -- Media marketing -- The revenue model -- The media marketing savings model -- First steps on the road to killing marketing -- The one media model -- Today: the beginning -- What now: lessons learned along the transformation -- The future of marketing.

"What if everything we currently know about marketing is what is holding us back? Over the last two decades, we've watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of the content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it--in favor of this new, exciting model. Killing Marketing provides insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from a cost center to a revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization."--Publisher's description.

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