Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!

N� de ref. del art�culo S_459586165

Contactar al vendedor

Denunciar este art�culo

Detalles bibliogr�ficos

T�tulo: The New Language of Marketing 2.0: How to Use Angels to Energize Your Market
Editor: IBM Pr
Fecha de publicaci�n: 2008
Idioma: Ingl�s
ISBN 10: 0137142498
ISBN 13: 9780137142491
Encuadernaci�n: paperback
Estado: Very Good

Acerca de

Sinopsis

"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind."
―Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution

“It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly―The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.”
―Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School

“Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.”
―Anne Holland, Founder, MarketingSherpa Inc

Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results
For every marketer, strategist, executive, and entrepreneur

Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools―and using them to maximize revenue and profitability.

Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more.

Includes information, case studies, and working examples for next generation marketing strategies such as:

• Social networks with virtual environments, including Second Life
• Online communities including Facebook
• Viral Marketing and eNurturing
• Serious Gaming
• Widgets
• Wikis
• Blogging, including Twitter
• RSS
• Podcasting
• Videocasting

Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies―now, and for years to come.

Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success:

   Analyze and ensure strong market understanding
   Nail the relevant strategy and story
   Go to Market Plan
   Energize the channel and community
   Leads and revenue
   Scream!!! Don’t forget the Technology!

BONUS Content Available Online:
Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels.

==================================

Table of Contents

Introduction

A: Analyze Here, There, and Everywhere

Chapter 1: Listening and Analyzing in the Global World
Chapter 2: Segmentation in Action: The Nortel Case
Chapter 3: Globalization: Lenovo, Google, Unilever, and IBM

N: Nail the Strategy

Chapter 4: Fish Where the Fish Are and Use the Right Bait
Chapter 5: Relevance and Roles: Forrester Research
Chapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos
Chapter 7: Corporate Social Responsibility: IBM’s Project Green and Marks & Spencer

G: Go-to-Market

Chapter 8: Break Through the Noise
Chapter 9: Influencer Value: The IBM Case Study

E: Energize the Ecosystem and Market

Chapter 10: The New Vessels
Chapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson
Chapter 12: Virtual Environments: The Coca-Cola Company and IBM
Chapter 13: Widgets: The Use of Widgets at IBM
Chapter 14: Blogs: Midwest Airlines and IBM
Chapter 15: Serious Gaming: IBM’s Innov8

L: Leads and Revenue

Chapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV
Chapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs
Chapter 18: Marketing Dashboards: IBM Cognos

S: Scream Through Technology

Chapter 19: Screaming World Changes
Chapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel

Putting It All Together

Chapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology
Chapter 22: The Top 10 Don’ts and the Marketing Organization of the Future

The following materials can be found on the companion Web site at ibmpressbooks com/angels:

Online 1: Relationship and Word of Mouth: Rackspace
Online 2: Personal Branding
Online 3: National Environmental Policy Act

Acerca del autor

Sandy Carter is IBM’s vice president of SOA and WebSphere marketing, strategy, and channels. She is responsible for IBM’s cross-company, worldwide SOA initiatives and is in charge of one of IBM’s premier brands, IBM WebSphere. Carter is known for her outstanding innovative Marketing 2.0; she has led the brand to win 14 industry marketing awards in the past year.

Embracing the new global world, Carter has traveled to more than 59 countries to meet with customers and partners while assisting IBM’s SOA initiatives to earn third-party validation and top leadership rankings by analysts and pundits alike. She has combined her marketing prowess with her love of technology by being a constant student of the new world and leveraging the new Web 2.0 tools of social networking, serious gaming, twitter, viral, and blogging. Please visit Carter’s blog at http://socialmediasandy.wordpress.com/.

Carter is an active member of Women in Technology International (WITI) and a member of the WITI Executive Advisory Council, the Marketing Focus Advisory Council (where she was named winner of the Best Speaker Award), the chief marketing officer (CMO) Inner Circle, and the American Management Association (AMA). She also serves as a board member of the Grace Hopper Industry Advisory Committee and is the co-lead of IBM Partnership Executive at Duke University. Carter is listed in Madison’s Who’s Who and is a founding member of the WITI Global Executive Network (GEN) program for senior executive women.

Carter is a frequent speaker at industry events sponsored by Infoworld magazine, Gartner Group, IDC, Forrester, and the WITI. Twice she has won the AIT Global’s most valuable member of the year award for the United Nations ICT for Sustainable Development. She holds a bachelor of science degree from Duke University and an MBA from Harvard Business School.

"Sobre este t�tulo" puede pertenecer a otra edici�n de este libro.

Descripci�n de la librer�a

Half Price Books has been connecting readers to great books since 1972. Customer service is our top priority.

Ver la p�gina web de la librer�a

Informaci�n empresarial del vendedor

Half Price Books, Records, Magazines, Inc.
5803 East Northwest Highway, Dallas, TX, 75231, U.S.A.

Condiciones de venta y env�o

Condiciones de venta

Derecho al desistimiento

Si es un consumidor, puede rescindir el contrato de acuerdo con lo siguiente. Por consumidor se entiende cualquier persona f�sica que act�e con fines ajenos a su actividad comercial, empresarial, oficio o profesi�n.

Informaci�n sobre el derecho de desistimiento

Derecho legal de desistimiento

Tiene derecho a rescindir este contrato en un plazo de 14 d�as sin dar ning�n motivo.

El periodo de desistimiento vencer� a los 14 d�as desde que usted, o un tercero que no sea el transportista e indicado por usted, adquiera la posesi�n f�sica del �ltimo bien o del �ltimo lote o pieza.

Para ejercer el derecho de desistimiento, complete de forma electr�nica y env�e una declaraci�n clara en nuestro sitio web, desde "Mis compras" en "Mi cuenta". Le enviaremos sin demora un acuse de recibo de dicho desistimiento a trav�s de un soporte duradero (por ejemplo, por correo electr�nico).

Para cumplir con el plazo de desistimiento, basta con que env�e su comunicaci�n relativa al ejercicio del derecho de desistimiento antes de que venza el periodo de desistimiento.

Efectos del desistimiento

Si rescinde este contrato, le reembolsaremos todos los pagos que hayamos recibido de usted, incluidos los gastos de env�o (excepto los gastos adicionales que surjan si elige un tipo de env�o que no sea el tipo de env�o est�ndar m�s econ�mico que ofrecemos).

Podemos hacer una deducci�n del reembolso por la p�rdida de valor de cualquier bien suministrado, si la p�rdida es el resultado de una manipulaci�n innecesaria por su parte.

Efectuaremos el reembolso sin demoras indebidas y, a m�s tardar, 14 d�as despu�s de que se nos informe de su decisi�n de rescindir este contrato.

Efectuaremos el reembolso utilizando el mismo medio de pago que utiliz� para la transacci�n inicial, a menos que haya acordado expresamente lo contrario; en cualquier caso, no incurrir� en ning�n cargo como resultado de dicho reembolso.

Podremos retener el reembolso hasta que hayamos recibido los bienes o hasta que nos haya presentado una prueba de que los ha devuelto, lo que ocurra primero.

Deber� devolver los bienes o entregarlos a HPB-Movies, Carrollton, Texas, U.S.A., +1 800-883-2114, sin demoras indebidas y, en cualquier caso, en un plazo m�ximo de 14 d�as a partir del d�a en que nos comunique su desistimiento del presente contrato. El plazo se cumple si devuelve la mercanc�a antes de que venza el periodo de 14 d�as. Tendr� que asumir los gastos directos de devoluci�n de los bienes. Usted solo es responsable de la disminuci�n del valor de los bienes como resultado de una manipulaci�n distinta a la necesaria para establecer la naturaleza, las caracter�sticas y el funcionamiento de los bienes.

Excepciones al derecho de desistimiento

El derecho de desistimiento no se aplica a lo siguiente:

La entrega de peri�dicos, diarios o revistas, con la excepci�n de los contratos de suscripci�n; y
El suministro de contenido digital que no se proporcione en un soporte tangible (por ejemplo, en un CD o DVD) si, al hacer el pedido, acept� que pod�amos empezar a entregarlo y que no podr�a desistir una vez iniciada la entrega.

Condiciones de env�o

Tarifas de env�o en Estados Unidos de America

Tarifas de env�o en Estados Unidos de America
Cantidad del pedido	De 4 a 14 d�as h�biles	De 2 a 6 d�as h�biles
Primer art�culo	EUR 3.28	EUR 6.11

Los plazos de entrega los establecen los vendedores y var�an seg�n el transportista y la ubicaci�n. Los pedidos que pasan por la aduana pueden sufrir retrasos y los compradores son responsables de los aranceles o tarifas asociadas. Los vendedores pueden ponerse en contacto con usted en relaci�n con cargos adicionales para cubrir cualquier aumento en los costes de env�o de los art�culos.