The New Marketing Manifesto

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

4.27 (18 ratings by Goodreads)
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Description

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 markeplace. The New Marketing Manifesto is a pioncering book that sets out the 12 new marketing rules for anyone aiming to build tomorrow's successful brands that have applied New Marketing methods.show more

Product details

  • Paperback | 248 pages
  • 128 x 194 x 22mm | 299.37g
  • Cengage Learning, Inc
  • Texere Publishing
  • Florence, United States
  • English
  • New edition
  • New edition
  • diagrams
  • 1587990245
  • 9781587990243
  • 1,168,968

Review quote

Anders Dahlvig, CEO, IKEA Retail Europe John Grant is one of the sharpest and most creative minds I have come across in my encounters with the advertising business. His insight and clarity makes this book compelling reading for every executive involved in marketing. Nick Hahn, Director, New Brands & Strategic Marketing, Coca-Cola John has a stunning mind and inspired insights into how to grow a business. His ideas about communication as a way to drive volume reflect the new economy. Tim Parker, Chief Executive, C&J Clark Ltd This book is full of original thinking which well anticipates the future.show more

About John Grant

John Grant was a founding partner of St. Luke's Communications, which was Campaign magazine's UK 'Advertising Agency of the Year' in 1997. A frequent speaker at marketing and market research conferences, he currently works as an independent consultant to clients on new frontiers in marketing and business strategy. His recent clients include Arthur Andersen, Coca-Cola, IKEA and Carlton TV.show more

Table of contents

Part One The Four Cornerstones of New Marketing Part Two 1. Get up close and personal 2. Tap basic human needs 3. Author innovation 4. Mythologise the new 5. Create tangible differences in the experience 6. Cultivate authenticity 7. Work through consensus 8. Open up to participation 9. Build communities of interest 10. Use strategic creativity 11. Stake a claim to fame 12. Follow a vision and be true to your values Part Three Working with the rules: Methods and mindset The wild frontiers of marketing: 12 case studies Case Study 1. Friends Case Study 2. IKEA Case Study 3. The tamagochi Case Study 4. Football Case Study 5. New labour's new deal Case Study 6. Tango Case Study 7. Pizza Express Case Study 8. French Connection Case Study 9. The Spice Girls Case Study 10. St. Luke's Case Study 11. British Telecom Case Study 12. Egg Part Four The Future Belongs to.....? Meanwhile, somewhere in the 21st Centuryshow more

Rating details

18 ratings
4.27 out of 5 stars
5 56% (10)
4 28% (5)
3 11% (2)
2 0% (0)
1 6% (1)
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