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portada Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing
Type
Physical Book
Author
Publisher
Language
English
Format
Hardcover
Dimensions
23.6 x 15.7 x 2.8 cm
Weight
0.45 kg.
ISBN13
9781137279309
Categories

Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing

Tom Doctoroff (Author) · St. Martin's Press · Hardcover

Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing - Doctoroff, Tom

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Synopsis "Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing"

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 and social 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 Twitter is Not a Strategy, 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.

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