| 000 -LEADER |
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| fixed length control field |
02335cam a2200349 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
140421s2014 nyua b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2014015232 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781137279309 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1255 |
| Item number |
.D63 2014 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8/27 |
| Edition number |
23 |
| OTHER CLASSIFICATION NUMBER |
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| Classification number |
BUS043000 |
| -- |
BUS002000 |
| Source of number |
bisacsh |
| SYSTEM CONTROL NUMBER |
|---|
| System control number |
(IMchF)fol15205205 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126101139.0 |
| CONTROL NUMBER |
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| control field |
64372 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Doctoroff, Tom |
| TITLE STATEMENT |
|---|
| Title |
Twitter is not a strategy : |
| Remainder of title |
rediscovering the art of brand marketing |
| Statement of responsibility, etc |
Tom Doctoroff |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
Palgrave Macmillan, |
| Date of publication, distribution, etc |
c2014. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
260 p. : |
| Other physical details |
ill. ; |
| Dimensions |
24 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references (p. 243-251) and index. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
"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 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 this informative new book, 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"-- |
| -- |
Provided by publisher. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
"A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagement"-- |
| -- |
Provided by publisher. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Internet marketing |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Internet advertising |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand name products |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Marketing / General |
| Source of heading or term |
bisacsh |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Advertising & Promotion |
| Source of heading or term |
bisacsh |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |