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GOOD IS THE NEW COOL: Market Like You Give A Damn
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(Buch) |
Dieser Artikel gilt, aufgrund seiner Grösse, beim Versand als 3 Artikel!
Lieferstatus: |
i.d.R. innert 7-14 Tagen versandfertig |
Veröffentlichung: |
Oktober 2016
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Genre: |
Wirtschaft / Recht |
ISBN: |
9781736785805 |
EAN-Code:
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9781736785805 |
Verlag: |
Good Is The New Cool |
Einband: |
Gebunden |
Sprache: |
English
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Dimensionen: |
H 235 mm / B 157 mm / D 21 mm |
Gewicht: |
596 gr |
Seiten: |
304 |
Zus. Info: |
HC gerader Rücken kaschiert |
Bewertung: |
Titel bewerten / Meinung schreiben
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Inhalt: |
"We are at a crossroads: either we can try to prop up the old, broken marketing model, or we can create a new model, one that is fit for the unique challenges of today." -From Good Is the New CoolMarketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer trust advertising, and they demand increased social responsibility from their brands-while still insisting on cutting-edge products with on-trend design. As always, brands need to be cool-but now they need to be good, too. It's a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won't be long before the old, advertising-based marketing model goes the way of the major label.
If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, while giving back to society, and re-branding branding as a powerful force for good. Enter Good is The New Cool, a bold new manifesto from marketing experts, Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how can we fix it? Rather than sinking money into advertising, why not create a new model, in which great marketing optimizes life? |
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