The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century

by Grant, John

• ISBN13: 9781587990243
• ISBN10: 1587990245
• Edition: 2nd
• Format: Paperback
• Copyright: 2000-07-27
• Publisher: Texere

Summary

Marketing is a vital function of modern business. It plays a key role in the future success of every company - large and small. But the social world around us is changing rapidly. People's wants, needs and beliefs no longer conform to the rigid and predictable 'types' of yesterday that enabled easy targeting. The old rules of marketing don't seem to work any more. A new set of rules is required to enable companies to thrive in the future marketplace. The new Marketing Manifesto is a pioneering book that sets out the 12 new marketing rules for anyone aiming to build tomorrow's successful brand and company. It contains a host of recent examples of luminous, successful brands that have applied New Marketing methods.

Table of Contents

Acknowledgements

Foreword

Introduction

The four cornerstones of new marketing

Rule

Get up close and personal Rule

Tap basic human needs Rule

Author innovation Rule

Mythologize the new Rule

Create tangible differences in the experience Rule

Cultivate authenticity Rule

Work through consensus Rule

Open up to participation Rule

Build communicites of interest Rule

Use strategic creativity Rule

Stake a claim to fame Rule

Follow a vision and be true to your values

Working with the rules: methods and mindset

The wild frontiers of marketing: 12 case studies

The New Marketing Manifesto

Friends

IKEA

The tamagochi

Football

New labour's new deal

Tango

Pizza Express

French Connection

The Spice Girls

St. Luke's

British telecom

Egg

Conclusions

The Future Belongs to...?

Postscript Meanwhile, Somewhere in the 21st Century

Bibliography

Index

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