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Disruptive marketing : what growth hackers, data punks, and other hybrid thinkers can teach us about navigating the new normal /
Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button?...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
American Management Association,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Foreword / Gemma Craven, Director of Social Mobile at McCann
- Preface
- Introduction what if?
- A world without rules
- The disruptive mindset : create, engage, adapt
- The disruptive continuum : perpetual change
- Creative disruption in the anti-organization age
- Stop hiring MBAs : your business needs "hybrids" to succeed
- The new personality of marketing success
- The disruptive marketer's mindset : punk rocker, new parent, soccer player
- The genius of tinkerers and "temporary" marketers
- The building blocks of disruptive marketing
- Content is king : but distribution is queen
- Social by design and the advent of the post-digital age
- New rules for the disruptive marketer
- Rule #1: Always be listening
- Rule #2: Don't be lured by bright, shiny objects
- Rule #3: Give back : ethics as the new marketing
- Epilogue
- Afterword
- Appendix
- Endnotes.