Punk Marketing: Get Off Your Ass and Join the Revolution

商家名称	信用等级	购买信息	订购本书
		Punk Marketing: Get Off Your Ass and Join the Revolution
		Punk Marketing: Get Off Your Ass and Join the Revolution

基本信息·出版社：Collins Business
·页码：256 页
·出版日期：2007年02月
·ISBN：0061151106
·条形码：9780061151101
·装帧：精装
·正文语种：英语
·外文书名：拙劣的市场营销

内容简介 在线阅读本书

This is a manifesto and practical guide for all business people, those involved in marketing and even those who think they're not. These are the folks who have witnessed that the shift in power from business to consumer has dulled the traditional tools of marketing. Our book introduces a radical new approach, and new lexicon, to a discipline in much need of an overhaul.Founded upon a completely revised set of assumptions about how customers interact with brands, it is more than just theoretical analysis; it is a set of usable tools for the modern marketing revolutionary: Ti-Vo; I-Tunes; and, Blogging the news. They're putting the consumer in charge. And we ain't seen nothing yet. Consumers are running the economy from their hand-held I-Pods, BlackBerries, mouse clicks, and remote controls. There's no new and improved pitch anymore - just dead and buried, and what's important to me and my space. Advertisers, marketers, and publicity professionals have lost their most effective tools, and they no longer have a fraction of the influence they once had over buying habits.Punk Marketing is the first shot-soon to be heard round the world - of the marketing uprising that businesses want and need. Authors, Richard Laermer and Mark Simmons, are more innovative than their 40 combined years of experience would suggest, and in this book they return effectiveness, creativity, and relevance to marketing. In quick chapters that include fresh case studies, spot-on graphics, tasty sidebars, and proven ideas from the best new campaigns, "Punk Marketing" is the manifesto for America's creative workforce. Not a narrative, not a 'theory' braced with familiar case studies from the everyday names of American business - the book offers its hard-tested experience and bracing ideas in spreads and sidebars that can be absorbed quickly, put into battle, and recaptured when the next marketing emergency breaks.
作者简介 Richard Laermer is CEO of RLM PR (RLMpr.com). A renowned speaker, he is author of seven books such as the bestseller Full Frontal PR and 2011: Trendspotting. He hosts Taking Care of Business on TLC and is a commentator on CNNMoney.com. He lives in New York—and on tons of airplanes.

--This text refers to the Paperback edition.
编辑推荐 From Publishers Weekly
TV co-host Laermer (of TLC's Taking Care of Business) and agency alum Simmons (formerly of Crispin Porter + Bogusky) combine their considerable experience and wit to jolt readers into a new understanding of marketing's ever-changing arena. The premise-and the promise-of their approach to marketing is likely a familiar one: power is shifting from corporation to consumer, meaning that "a brand is formed in the eye of the beholder-the consumer-and is not the property of the marketer." As such, old-fashioned truisms like "any publicity is good publicity" have been subsumed by a new paradigm: "mediocre marketing does more harm than doing nothing." Blunt, fair, fearless and outrageous-just like the marketing style they espouse-Laermer and Simmons explicate the marketing methods of the future in a tour of blogs, lingo, games, the "real simple" concept and the new standards of cyber-socializing. Techniques involve story-telling, contests, product placement, emerging technology and the increasingly tricky business of crafting emotional connections. Asides include tales of planned scarcity (like "limited edition" sneakers), examples of broadcasters' waning power and the potential for targeting audiences "at every moment of the day." Though it covers some well-trod ground, there's plenty of sound analysis and prescient advice here (not to mention humor) for forward-thinking marketers.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review
"Cutting edge marketing strategies...Outrageous book format." -- History in the Making

"Punk" reads like the insider wisdom your tattooed brother gave during your first nose-piercing session: "Don't show Mom, but the girls at school will dig it." -- Advertising Age

A mix of in-your-face punk flair and practical techniques, Punk Marketing is a manifesto for anyone looking to break away from the old methods and dropkick their sales campaign into the new millennium. -- Manage Smarter magazine

A mix of in-your-face punk flair and practical techniques, Punk Marketing is a manifesto for anyone looking to break away from the old methods and dropkick their sales campaign into the new millennium. -- Sales & Marketing Management

It's about taking risks, yet giving the consumer control of the brand. -- Business 2.0

Richard Laermer and Mark Simmons employ their considerable experience and explain in no uncertain terms the importance of marketing in an environment where the power is shifting from corporation to consumer, and expertly explain why, in today's day and age, "marketing must be both brave and intelligent to succeed." -- Website magazine

Taken together, their anecdotes show that truly original, engaging, and--most important--surprising ads will always prevail, whether they're labeled "punk" or not. -- Business Week

The best book on marketing. I devoured every single word here--and I don't even CARE about marketing! -- Nick Digilio, WGN Radio

These forward-thinking authors wrote the perfect four chord rabble-rousing song in the form of Punk Marketing. It's a new world, and they have some great analysis and advice for marketers and business leaders, who better listen or they will really feel the sting of mediocre  or negative publicity that we scream in 4/4 time. -- InBubbleWrap publishing site

This should be required reading for all marketing and advertising people who still think that the world hasn't changed much... -- Technorati

Review
"Cutting edge marketing strategies.... Outrageous book format." (History in the Making )

"A manifesto for anyone looking to break away from old methods and dropkick their sales campaign into the new millennium." (Manage Smarter Magazine )

Expertly explains why, in today's day and age, "marketing must be both brave and intelligent to succeed." (Website Magazine )

"This should be required reading for all marketing and advertising people who still think that the world hasn't changed much" (Technorati ) --This text refers to the Paperback edition.

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