The Resource Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff, (electronic resource)

Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff, (electronic resource)

Label
Twitter is not a strategy : rediscovering the art of brand marketing
Title
Twitter is not a strategy
Title remainder
rediscovering the art of brand marketing
Statement of responsibility
Tom Doctoroff
Creator
Contributor
Subject
Language
eng
Summary
In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But, Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation
Cataloging source
Midwest
http://library.link/vocab/creatorName
Doctoroff, Tom
Dewey number
658.8/27
Index
no index present
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
hoopla digital
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Internet marketing
  • Internet advertising
  • Brand name products
  • Electronic books
Target audience
adult
Label
Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff, (electronic resource)
Link
Instantiates
Publication
Distribution
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Dimensions
unknown
Extent
1 online resource
Form of item
  • online
  • electronic
Governing access note
Digital content provided by hoopla
Isbn
9781137474704
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
http://library.link/vocab/ext/overdrive/overdriveId
14933760
Publisher number
MWT14933760
Specific material designation
remote
System details
Mode of access: World Wide Web
Label
Twitter is not a strategy : rediscovering the art of brand marketing, Tom Doctoroff, (electronic resource)
Link
Publication
Distribution
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Dimensions
unknown
Extent
1 online resource
Form of item
  • online
  • electronic
Governing access note
Digital content provided by hoopla
Isbn
9781137474704
Isbn Type
(electronic bk.)
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
http://library.link/vocab/ext/overdrive/overdriveId
14933760
Publisher number
MWT14933760
Specific material designation
remote
System details
Mode of access: World Wide Web

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