While replowing much of the same landscape as other social media marketing guides, this academic treatise offers two appealing, redeeming features: numerous fresh examples of campaigns which illustrate specific tactics and, for the academically inclined, an extensive bibliography of market research papers and articles. Professor of marketing Allan J. Kimmel focuses on how new media change the practice of marketing, but his presentation suffers from repetition and overuse of labels and diagrams. Perhaps this is the byproduct of the deluge of marketing research and new theories that drive the advertising business. getAbstract recommends this well-researched book to research-driven marketers, academics and marketing researchers.
In this summary, you will learn
- What marketers must know about the consumer-driven marketplace,
- Why marketers must use technology to connect with their customers and
- How consumer-centric marketing strategies work in practice.
About the Author
Allan J. Kimmel is professor of marketing at ESCP Europe Business School.