The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

by Gilbreath, Bob

• ISBN13: 9780071625364
• ISBN10: 0071625364
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-09-24
• Publisher: McGraw Hill

Summary

This groundbreaking new book takes the reader beyond relationship marketing and.permission marketing and into the realm of the next big thing�meaningful marketing..This new concept addresses the modern consumer�s desire for 1) fewer intrusive,.hard-sell marketing messages and 2) more value-focused messages, independent of.calls for purchase. ..Marketing guru Bob Gilbreath explains how to use his technique to inspire customers.to truly engage with the marketing message, uncover a spectrum of unmet customer.desires, and build a campaign designed to fulfill customers� needs and move more.product than ever.

Author Biography

Bob Gilbreath is.chief marketing strategist at Bridge.Worldwide, one of the nationn++s.largest digital ad agencies. He maintains.a busy speaking schedule,.delivering keynote presentations at.conferences, running training sessions.at such companies as Procter.And Gamble and Johnson And Johnson,.and guest lecturing at NYU/Stern.School of Business and Miami.University.

Table of Contents

Acknowledgments	p. vii
Introduction The Search for Meaning	p. 1
What is Marketing With Meaning?	p. 13
Why Traditional Marketing is Meaningless And Why Evolution is Essential	p. 15
What Marketing With Meaning Can do for you	p. 31
Meaningful Solutions Providing Valuable Information, Incentives, and Services	p. 50
Meaningful Connections Creating Entertaining Experiences That People Can Share With Others	p. 82
Meaningful Achievements Helping People Improve Themselves, Their Families, and the World	p. 118
How To Implement Marketing With Meaning in Your Business	p. 143
Start at the End What do you Hope to Accomplish?	p. 147
Just Ask Discovering What Keeps People up at Night and Gets them out of Bed in the Morning	p. 167
Ideate, Rank, Liftoff	p. 192
Measure, Adjust, and Keep Growing	p. 218
The Future of Marketing With Meaning	p. 245
Epilogue Adding Meaning to Your Life	p. 267
Endnotes	p. 275
Index	p. 281
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