Multichannel Marketing Ecosystems: Creating Connected Customer Experiences - Couverture souple

Ståhlberg, Markus; Maila, Ville

Couverture souple

ISBN 10 : 0749469625 ISBN 13 : 9780749469627

Editeur : Kogan Page Ltd, 2013

Synopsis

With dramatic changes in consumer behaviour - from online shopping to the influence of social media - marketers are finding it harder than ever to coordinate, prioritize and integrate the latest interactive channels into their overall brand-building strategy. Despite hard evidence showing the importance of digital marketing, the emphasis often remains on traditional media, with the most common social media channels being used without centralized coordination or integration with a wider marketing and branding campaign. Multi-Channel Marketing Ecosystems examines a fundamental game changer for the entire marketing industry - the seismic shift from a single TV-centric path to a multi-channel interactive ecosystem which puts digital technology at the heart of every campaign. With separate chapters on the remaking of marketing, the rise of the digital brand, conversion optimization, m-commerce, searchability in a multi-channel world and predictive marketing, Multi-Channel Marketing Ecosystems shows how marketers and brand managers can react positively to changes in consumer behaviour, building customer responses and loyalty via the full spectrum of digital media.

A propos du livre

À propos des auteurs

Markus Stahlberg is the CEO of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.

Ville Maila is the Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 0749469625
• ISBN 13: 9780749469627
• Reliure: Broché
• Nombre de pages: 280
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible