by Larry Weber (2009)
An updated and expanded Second Edition of the popular guide to social media for the business community Marketers must look to the Web for new ways of finding customers and communicating with them, rather than at them. From Facebook and YouTube to blogs and Twitter-ing, social media on the Internet is the most promising new way to reach customers. Marketing to the Social Web, Second Edition helps marketers and their companies understand how to engage customers, build customer communities, and maximize profits in a time of marketing confusion. Author and social media guru Larry Weber describes newly available tools and platforms, and shows you how to apply them to see immediate results and growth. Rather than broadcast messages to audiences, savvy marketers should encourage participation in social networks to which people want to belong, where dialogue with customers, and between customers, can flourish. in Networking sites like MySpace, Facebook, and even Flickr are the perfect forums for this dialog; this book shows you how to tap into this new media. In addition to the tools and tactics that made Marketing to the Social Web a critical hit among marketers, this second edition includes three entirely new chapters that cover recent changes in the field. These new chapters describe how Facebook will monetize its business and one day surpass Google; how companies can measure the influence and effectiveness of their social media campaigns; and how marketing to mobile social media will grow into an effective practice in the near future. Marketing must reach out into new forms, media, and models. Marketing to the Social Web, Second Edition presents an exceptional opportunity to use these new tools and models to reach new markets, even in today's fragmented media environment. Larry Weber has spent the last three decades building global communications companies, including Weber Shandwick Worldwide and the W2 Group. He is also the founder and Chairman of the Massachusetts Innovation and Technology Exchange, the nation's largest interactive advocate association.
Shama Hyder Kabani
"In 'The Zen of Social Media Marketing', Shama Hyder Kabani, social media expert and president of The Marketing Zen Group (MarketingZen.com), teachesyou the "Zen" of social media marketing: how to use the most popular social media tools to find marketing nirvana" --Cover, p. 4.
Tom Doctoroff
"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 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 this informative new book, 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"-- "A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement"--
Ali Madanipour
"This book explores the relationship between space and economy, the spatial expressions of the knowledge economy. The capitalist industrial economy produced its own space, which differed radically from its predecessor agrarian and mercantile economies. If a new knowledge-based economy is emerging, it is similarly expected to produce its own space to suit the new circumstances of production and consumption. If these spatial expressions do exist, even if in incomplete and partial forms, they are likely to be the model for the future of cities."--Book jacket.
Bernard L. Schwartz
Whether he's leading a company or leading the call for a better nation, storied New York businessman and philanthropist Bernard Schwartz believes in the power of optimism. Bernard Schwartz has dined with world leaders, cut a multi billion-dollar deal on the back of a napkin, and led a Fortune 200 corporation. From humble beginnings that saw his family moving regularly from apartment to apartment to take advantage of new lease discounts to his dramatic rise to CEO of a major aerospace innovator, the author's story is a narrative on the importance of character, intelligence, and a lot of good luck. In a time when stories about corrupt CEOs and unethical banking practices flood the news, Schwartz offers the notion that doing the right thing is a more rewarding road to accomplishment, and that when applied for immoral purposes even the sharpest skills will likely lead to a fall. As Americans today await the return of economic stability and politicians wage battle over the future of government programs, opportunity seems out of reach. But Schwartz, who grew up in Depression-era Brooklyn, believes that there are steps we can take as a nation to bring about a recovery and even growth. As a child, he watched men dress for work each day whether they held a job or not. He remembers the widespread deprivation that filled everyday scenes and the streets with breadlines. But he also recalls a hopeful people; a citizenry united in the pursuit of education, homeownership, proprietorship, and community improvement. Today, he champions investments in job creation, infrastructure, technology, and innovation as the means to get us back on track. With measured insight on the role the federal government can play in creating pathways to prosperity, the author discusses how the United States can again be a land of opportunity for all. In this inspiring example of a life well lived, Bernard Schwartz invites readers to look at their own opportunities, their own ideas, and even their fellow Americans and Just Say Yes.