As traditional advertising becomes less effective and people share their concerns via social media, marketing expert Scott Goodson recommends a new approach: “movement marketing.” He suggests aligning your brand with a cause, becoming part of the conversation, and facilitating connections and action. Goodson attempts but fails to resolve the inherent paradox at the core of his otherwise fruitful marketing approach, that is, the contradiction that lies at the root of altruistic marketing: Is participation in a cause authentic if the motive – promoting your brand – is self-serving? Perhaps the question is best left to a sequel. For now, getAbstract recognizes that Goodson has identified an intriguing direction for marketing and recommends this book to anyone in marketing or a related field.
In this summary, you will learn
- What “movement marketing” is,
- Why businesses should become involved and
- Which movement-marketing strategies work.
About the Author
Scott Goodson is founder of the global marketing agency StrawberryFrog, which works with major brands. He has lectured at Cambridge and Columbia universities.
Comment on this summary
2 years agoMe gusta, tenemos varios clientes con quienes me gustaría probar estas estrategias, me gusta StrawberryFrog
Customers who read this summary also read
MIT Press, 2016
Princeton UP, 2008
Career Press, 2016
The New Press, 2016