Always on : advertising, marketing and media in an era of consumer control

• Main Authors: Vollmer, Christopher (Author), Precourt, Geoffrey (Author)
• Format: Book
• Language: English
• Published: New York : McGraw-Hill, c2008
• Subjects: marketing; internetový marketing; strategický marketing; marketing inovací; reklama a propagace; spotřebitelské chování; Internet marketing; strategic marketing; innovation marketing; advertising; consumer behavior; příručky; handbooks, manuals, etc
• ISBN: 9780071508285
• Physical Description: 215 s. : il. ; 21 cm

Table of Contents:

• The twenty-first century marketing mix
• Mediamorphosis : the consumer in charge
• Mutiny in media
• Metrics : moving from impressions to impact
• Marketers to agencies : "change or die"
• The future starts here.